Can the SME Successfully Adopt Mass Customization?

Abstract

The mass customization (MC) literature has, so far, primarily focused on how large enterprises (LEs) successfully can achieve mass customization, neglecting the small- and medium-sized enterprise (SME). Since SMEs constitute a major part of the global economy, this paper has the purpose to examine whether the MC literature’s propositions and best practices are directly transferable to SMEs. Based on data from a large international survey, the paper concludes that, from an environmental perspective, both LEs and SMEs could use MC to cope with fluctuations and attain a competitive edge. The results also indicate that LEs have implemented all but one of the studied MC-enabling practices to a much higher degree than SMEs. To become successful mass customizers, the average SME still has to improve substantially. More specifically, the results indicate that the average SME needs to (a) increase the degree of communication and collaboration with customers and suppliers; (b) integrate design and manufacturing organizationally and through manufacturing and design technology, tools, and techniques; (c) control and improve the quality and flexibility of its manufacturing processes, machinery, and equipment; and (d) create an organization supporting open communication, employee autonomy, and continuous improvement.