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The readiness of selected South African organisations to mass customise

Laetitia Radder (Laetitia Radder is Principal Lecturer in the Department of Marketing, PE Technikon, Port Elizabeth, South Africa.)
Lynette Louw (Lynette Louw is Senior Lecturer in the Department of Business Management, University of Port Elizabeth, Port Elizabeth, South Africa.)

The TQM Magazine

ISSN: 0954-478X

Article publication date: 1 August 2000



Total quality management resulting from the quest for total customer satisfaction implies giving every customer a product tailored specifically to their needs at a price comparable to that of mass produced products. Mass customisation offers several benefits, but are organisations ready for the paradigm shift? Three sets of factors that are indicative of the move from mass production to mass customisation were tested empirically in selected South African organisations, namely: industry, competitive and environmental considerations; products/services and structural arrangements; and organisational orientation. If the organisation is ready to make the paradigm shift, it still needs to determine the kind of customisation required to create unique customer value within the limits of its capabilities and orientation.



Radder, L. and Louw, L. (2000), "The readiness of selected South African organisations to mass customise", The TQM Magazine, Vol. 12 No. 4, pp. 295-304.




Copyright © 2000, MCB UP Limited

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