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| Author: | McCutcheon, D. Raturi, A. Meredith, J. |
| Title: | The customization-responsiveness sqeeze |
| Journal: | Sloan Management Review
1994 : WINTER, VOL. 35:2, p. 89-99 |
| Index terms: | CUSTOMERS DEMAND COMPANIES |
| Language: | eng |
| Abstract: | Firms in many industries are being squeezed by customer demands for both greater product variety and reduced delivery lead times. This is difficult for firms to achieve because quick delivery is usually based on standardization, whereas product variety requires the organization to be flexible and innovative. A common response to these demands is to start production of expensive, specialized products prior to receiving specific orders for them. Such a risky approach often can be avoided. |
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