CUSTOMIZED PRODUCTS: THE INTEGRATING RELATIONSHIP MARKETING, AGILE MANUFACTURING AND SUPPLY CHAIN MANAGEMENT FOR MASS CUSTOMIZATION

Abstract

A customized product is a special product designed and manufactured for individual customers to meet their individual needs. Managers need to understand why customers demand and how companies supply customized products. The importance of this study is to highlight business, marketing and manufacturing strategies so as to supply customized products efficiently. It is expected from a manufacturer to successfully adopt relationship marketing, mass customization, agile manufacturing and supply chain management (SCM) strategies. This paper is prepared (1) to facilitate a basic understanding of customized products for especially scholars and executives, (2) to explain the importance of these strategies and (3) to illustrate how they might be combined for supplying customized products efficiently.

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