Supply-chain configurations for mass customization

Much of the research on mass customization strategy implementation reflects a functional focus, considering product design, marketing, manufacturing or sourcing, individually. This paper takes a step towards integrating these perspectives into a more systemic view of mass customization strategy implementation. More precisely, the paper explores how a firm's supply chain - meant as the whole of its supply, manufacturing and distribution networks - should be configured when different degrees of customization are offered. The empirical research consists of a multiple case study including firms in the telecommunications, transportation vehicles and food processing equipment industries. Case analyses highlighted that the degrees of freedom customers have in specifying product features, heavily affects the supply-chain configuration, as well as product architecture and, ultimately, firm performances. Our findings further show that two peculiar supply-chain configurations can be identified, each one suggesting an isomorphism between market characteristics, product structure and supply-chain configuratio