A TISM approach for the analysis of enablers in implementing mass customization in Indian manufacturing units

Abstract

Mass Customization is a generic business strategy for organizational excellence and organizations striving for competitive advantage are incorporating MC into their business model. Though research has been done to identify enablers of mass customization, there has been an associated degree of study in conceptual papers while theory-building articles are less in number. Also, less study has been done in the Indian market scenario. The literature show that organizations are apprehensive of their technological potentials and are not taking initiative to transform themselves from conventional mass manufacturing companies to mass customization for emerging market needs. As a response to this research gap, a systematic literature review is conducted on enablers for MC and Total Interpretive Structural Modelling (TISM) and MICMAC analysis is used to develop a framework that illustrates how enablers are placed at different levels and how a particular enabler influences the other or getting influenced. Supporting this insight, a theory for accomplishing mass customization in manufacturing units is established. The theory is verified from experts by structured questionnaire from three Indian manufacturing companies where Mass customization is being practiced. This paper renders a summary of the methodology and specifies its validation in three case study companies. Practices are suggested to reinforce the attainment of mass customization in organizations aspiring to implement mass customization.

Keywords:

• Mass customization enabler
• manufacturing strategy
• TISM
• theory building
• case study

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Piu Jain

Piu Jain is a Research Scholar in the Department of Mechanical Engineering, Delhi Technical University, New Delhi. Her areas of research include manufacturing issues in industry and mass customization. She has ten years of industrial experience in Indian manufacturing industries. She is also working as an Assistant Professor in the Department of Mechanical and Automation Engineering, Maharaja Agrasen Institute of Technology, Delhi.

Suresh Garg

Professor Suresh Kumar Garg is Professor of Mechanical Engineering in Delhi Technological University (Formerly Delhi College of Engineering). He has more than 25 years of experience in industry, teaching and research. His areas of interest include competitive strategies, JIT manufacturing system, quality management, technology management and supply chain management. He has published 175 papers including 75 in International Journals. He has authored course material on Production and Operations Management, Maintenance Management for IGNOU. He is a member of the Editorial Boards of several International and National journals. He is reviewer of research papers of International Journals, Conferences and also Examiner to Ph.D and M.Tech. thesis of different universities.

Gayatry Kansal

Professor Gayatri Kansal was a Professor of Mechanical Engineering in School of Engineering and Technology, IGNOU. She had been Director of School of Engineering and Technology. She was also Director Inter University Consortium. She has not only worked as a Teacher but also as Educationist. She designed and developed a very unique program i.e. B.Sc. (Nautical Science), with Directorate General of Shipping, and also contributed in design of many other programs. There are number of papers to her credit in national and international journals. Her area of interest includes Automation, Process control and quality management.