مشتری گرایی انبوه - چشم انداز صنعت خودرو

Increasingly automotive manufacturers are aiming for mass customisation, providing such a variety of products that nearly everyone can find what they want. More product variety is causing escalating costs and complexity in the manufacturing system. It is not clear how the manufacturing system engendered by lean production will respond to this challenge. Manufacturers are experimenting with models of the assembly and supply chain as a cost-effective solution for customised manufacturing is yet to emerge. These models represent a continuum of supplier involvement in the assembly process, as manufacturers seek to establish the optimum balance between cost reduction, retention of control and devolution of responsibility to the supply chain. The authors argue that an effective approach must be developed to support decisions on initiatives aimed at promoting customisation and preventing escalating costs and complexity in manufacturing.