Linking supply network flexibility with mass customization capability
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 16 December 2021
Issue publication date: 15 November 2022
Abstract
Purpose
The importance of supply network flexibility (SNF) in the development of mass customization capability (MCC) has been implied in the literature but seldom subjected to empirical investigation. To fill the gap and contribute to MC literature, this paper aims to examine the role of SNF in facilitating the development of MCC of organizations. Furthermore, it has been investigated whether the use of information and communication technologies (ICTs) strengthens the above relationship.
Design/methodology/approach
Drawing on the supply chain literature and dynamic capability theory, the study proposes a research framework depicting the interconnectedness among the variables of interest. The proposed framework has been tested using structural equation modelling based on partial least squares by using the data collected from a questionnaire-based survey of a sample of Indian manufacturing organizations.
Findings
The findings indicate that the dimensions of SNF, namely, sourcing flexibility and supplier flexibility, positively affect the MCC of the organizations and the strength of these relationships is further amplified by the implementation of ICTs.
Practical implications
The study shows the managerial opportunities for the development of a flexible and competent supply network to facilitate the development or enhancement of MCC.
Originality/value
This study contributes to scant literature by providing empirical evidence for the relationship between SNF and MCC. Further, this study enriches the understanding of the crucial role of ICT by exploring its moderating effect on the relationship between the variables of interest.
Keywords
Acknowledgements
This work has been carried out under the Centre of Excellence of FMS/Robotic Design, G H Raisoni College of Engineering, Nagpur, India. The author is thankful for the technical support and the guidance provided by Department of Mechanical Engineering, Motilal Nehru National Institute of Technology, Allahabad, India.
Citation
Ullah, I. and Narain, R. (2022), "Linking supply network flexibility with mass customization capability", Journal of Business & Industrial Marketing, Vol. 37 No. 11, pp. 2217-2230. https://doi.org/10.1108/JBIM-11-2020-0503
Publisher
:Emerald Publishing Limited
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