ERIC Number: EJ1063307
Record Type: Journal
Publication Date: 2012-Oct
Abstractor: As Provided
Reference Count: N/A
B2C Mass Customization in the Classroom
Visich, John K.; Gu, Qiannong; Khumawala, Basheer M.
Decision Sciences Journal of Innovative Education, v10 n4 p521-545 Oct 2012
The purpose of this article is to describe an internet-based mass customization assignment in Operations Management/Supply Chain Management classes where students utilize the Web site of a company that offers a customized product. Students evaluate the user interface, judge the value proposition of the product they demonstrate, and discuss issues of product design, process design and scheduling, inventory management, Supply Chain Management, marketing, and competitors. The students learn about mass customization from both the producer's perspective and the consumer's perspective. Through their own research and the class presentations students are able to develop a better understanding of the implementation requirements and challenges of mass customization. The assignment is highly interactive and has been successfully used in Operations Management and Supply Chain Management courses at under-graduate and graduate levels and at multiple universities. In addition, practitioners interested in implementing a mass customization process can use the assignment as a brainstorming or benchmarking exercise.
Descriptors: Internet, Web Sites, Marketing, Industry, Organizational Effectiveness, Management Systems, Computer Interfaces, Graduate Study, Undergraduate Study, Business Administration Education
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A