Configuring Product Modularity and Service Modularity for Mass Customization Strategies

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Configuring Product Modularity and Service Modularity for Mass Customization Strategies

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Title: Configuring Product Modularity and Service Modularity for Mass Customization Strategies
Author: Bask, Anu; Hsuan, Juliana; Rajahonka, Mervi; Tinnilä, Markku
Abstract: Service modularity is an emerging field of research, and there has been a growing interest on how it can contribute to service design and operations management. In this study we develop a framework to assess configurations of the bundling of products and services through modularization strategies, and how such configurations become the foundations for mass customization strategies. As a result we identify critical characteristics that are relevant for both product and services, and suggest a conceptual framework consisting of twelve dynamic mass customization strategies with paired product and service modularity. Case examples are used for illustration of different strategies.
URI: http://hdl.handle.net/10398/9417
Date: 2016-12-13
Notes: Paper presented at P&OM Conference, Havana, Cuba, September 6-10, 2016.

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