Towards the mass customization of mobile telephones: current strategy and scenarios for realization at Ericsson
2001 (English)In: Proceedings of the 16th International Conference on Production Research, 2001Conference paper (Refereed)
The paradigm of Mass Production is being challenged in a number of industries where fragmented markets and the customer's desire for individualized products have become the norm. In the largest consumer electronics industry in the world, that of mobile telephones, manufacturers are well aware of these trends. Many of these same manufacturers are responding with Mass Customization, which has been defined as customized production at Mass Production efficiency and speed. This research, conducted at Ericsson Mobile Communications AB in Sweden, explores the implications of implementing a Mass Customization strategy for the production of mobile telephones. The paper begins with an objective presentation of Mass Customization, which lays the foundation for a discussion of the strategy's applicability at Ericsson and in the mobile telephone industry as a whole. The study focused on the past, present, and projected roles of customized production at the company, and investigated its potential for Mass Customization in the future. Two frameworks from the customized manufacturing literature guided the data collection and analysis in the case. Findings from the study point towards minimal, yet increasing customization at Ericsson, and highlight recent efforts towards the realization of increasingly customer-focused production there. The applicability of different Mass Customization scenarios for Ericsson and its industry is also discussed.
Place, publisher, year, edition, pages
manufacturing strategy, mass customization, mobile communications industry
Engineering and Technology
IdentifiersURN: urn:nbn:se:liu:diva-14109OAI: oai:DiVA.org:liu-14109DiVA: diva2:22651
The 16th International Conference on Production Research, 29 July - 3 August, Prague, Czech Republic