Aarhus University Seal / Aarhus Universitets segl

An analytical framework for evaluating the value of enhanced customisation: an integrated operations-marketing perspective

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

  • Hartanto Wong
  • Daniel Eyers, Cardiff Business School, Cardiff University, United Kingdom
In this paper we present a formal approach to evaluate the value of enhanced customisation. The suggested approach is based on a new perspective addressing the important alignment between the operations and marketing functions, under which we are able to obtain a more holistic understanding of the extent to which enhanced customisation may influence profitability. The model we develop captures the interaction between several factors including the inventory level, number of product variety, price, and delivery lead time. The numerical findings provide insights regarding some important aspects that may inhibit as well as facilitate the progress towards the manufacturing concept with a greater degree of personalised offerings.
Original languageEnglish
JournalInternational Journal of Production Research
Pages (from-to)5779–5800
Publication statusPublished - 2011

See relations at Aarhus University Citationformats

ID: 32628080