Running head: DISCUSSION BOARD 1 REPLY 2
1
Discussion Board 1 Reply 2
Ryan C. Edwards
Liberty University
DISCUSSION BOARD 1 REPLY 2
2
Discussion Board 1 Reply 2
Michael, you have done an excellent job of explaining, comparing, and applying the idea
of mass customization. Mass customization is a proven strategy in a variety of markets. As
pointed out by Meredith & Shafer (2016), the example of Hewlett-Packard’s success of mass
customization, they point out that modular design or mass customization provided multiple
benefits in the Hewlett-Packard application. “Mass customization is one of the changes for the
US apparel industry that will provide a competitive advantage and offer products needed by
consumers. However, as the points of customization and their extent of customization
characterize business models including the process strategies to achieve a successful mass
customization strategy, it is imperative to define the points of customization” (Senanayake &
Little, 2010). Nike is a perfect example of this as they offer custom shoes to be ordered online.
There is a base design and color schemes may be chosen from a predetermined set of colors to
choose from and even add personalization (such as name, sport, number, etc.) beside the Nike
logo.
Mass customization is used by organizations to assist in the operations. A business is
rated by their performance and profit’s earned. The ratings come from customers and how
pleased they are with the company as a whole as well as the product offered. As stated in Titus
2:7-8 “Show yourself in all respects to be a model of good works, and in your teaching show
integrity, dignity, and sound speech that cannot be condemned, so that an opponent may be put to
shame, having nothing evil to say about us” (ESV). Consumers will accept companies that are
doing well within the marketplace. Consumers also tend to perform free marketing for
companies that please them. If a company meets the wants of the consumer the consumer may
perform “word of mouth” marketing to a friend. A company that fails to meet the needs or to
DISCUSSION BOARD 1 REPLY 2
3
please the consumer received the same respect although with the opposite effect. The verse in
Titus points out that those that do well are generally accepted.
DISCUSSION BOARD 1 REPLY 2
4
References
Meredith, J. R., & Shafer, S. M. (2016). Operations and supply chain management for MBAs
(6th ed.). Hoboken, NJ: John Wiley & Sons, Inc. ISBN: 9781119239536.
Senanayake, M. M., & Little, T. J. (2010). Mass customization: Points and extent of apparel
customization. Journal of Fashion Marketing and Management, 14(2), 282-299.
doi:http://dx.doi.org/10.1108/13612021011046110
