Supply chains for mass customisation

Customers´ requirements have been changing. They are increasing their demands towards customised products that fulfil their expectations. Nevertheless, customers are not willing to pay an infinite amount of money or wait forever for a customised product. They want the `right product´, but they also want it at the `right time´ and the `right cost´. One of the strategies adopted by several companies in an attempt to meet customer´s requirements and therefore, gain competitive advantage has been denominated as mass customisation. A mass customisation strategy intends to manufacture products that are individually tailored taking advantage of the cost benefits that a mass production strategy offers. This strategy has to be supported by a reliable supply chain. The supply chain is fundamental for giving the product to the customer on time and at the right cost. Through this article, a description of mass customisation is given and the characteristics of the supply chain capable of supporting a mass customisation strategy are discussed