search query: @author Williamson, P. / total: 15
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| Author: | Westbook, R. Williamson, P. |
| Title: | Mass customization: Japan's new frontier |
| Journal: | European Management Journal
1993 : MAR, VOL. 11:1, p. 38-45 |
| Index terms: | JAPAN CUSTOMERS MASS PRODUCTION |
| Language: | eng |
| Abstract: | Mass customization - making products tailor-made for each individual buyer, in which even the base components are varied - sounds impossible. Yet it is a reality in Japan and represents a new Japanese competitive advantage. The authors, reflecting on many visits to Japan, identify a new generic strategy - mass customization - in the story of continuous growth fuelled by response to crisis, so revealed in Japan. The authors cite case studies of Melbo (mens' clothing) and National Panasonic Bicycle as successful Japanese examples, underlining the fact that such achievement depends on a high degree of manufacturing competence. |
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