Approaches to mass customisation: an empirical replication

This research paper replicates the work by Duray et al. (2000) in a sample of 283 Spanish manufacturers and validates their original configurational model for classifying mass customisers. Using ANOVA and chi-squared tests, significant differences were found between the mass customisation groups regarding industry membership, process choice and process control. However, no differences were found for the dimensions of size, technology and financial performance. Results identify mass customisation as a strategic choice (with mass and non-mass customisers in the same industry) and show that mass customisers can attain similar performance regardless of the configuration adopted, thus reinforcing the equifinality argument.

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