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Supply Chain and Logistics

C/OM/195. Mass customisation and redesigning supply chain processes to meet demand uncertainty: case study of Zara

WORDS:
3750
DATE:
2010
PRICE:
39.99 GBP

The paper looks at new requirements for the supply chain process brought about by the shrink of product lifecycles and an increased demand for product customisation. The essence of mass customisation and postponement strategies are examined, their effectiveness in the conditions of demand uncertainty is discussed. A case study is conducted of Zara’s approaches to the manufacturing process and the use of postponement as a mass-customisation strategy. Recommendations are suggested about the ways to improve Zara’s mass-customization strategy.

 

KEYWORDS: Mass customisation, supply chain process, demand uncertainty, Zara, postponement strategy,

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