Supply chain flexibility and mass personalization: a systematic literature review

Abstract

Purpose

This paper aims to explore the current state of research on supply chain flexibility (SCF) and mass personalization (MP) to identify the literature findings to date, research gaps and to provide guidelines for future research in this area.

Design/methodology/approach

A systematic literature review of 64 papers was undertaken to address the use of SCF as a productive response to MP environments. The methodology used is made up of five steps: formulation of the research questions, identification of studies, selection and evaluation of studies, analysis and synthesis and presentation of the results.

Findings

Three main research topics have been identified: personalization levels and flexible processes in supply chain, where flexible processes in supply chain are analysed as a productive response to high levels of MP; supply chain collaborative processes for SCF and MP, where product co-creation and relationships between supply chain members is analysed; and SCF and MP enabling technologies, in which technologies to support MP implementation and SCF are considered. Each of these three main topics have been divided into research lines and research sublines that allowed identifying a positive relationship between the SCF and the MP strategies.

Research limitations/implications

Systematic literature review is a methodology reliable and recommended by a large number of scientific papers. However, it depends on available and accessible research studies and the researcher’s criteria. The selection of certain criteria for inclusion and exclusion of papers introduces publication bias, which should be considered an intrinsic limitation to systematic literature review.

Originality/value

The main literature findings in each research line and subline related to the SCF-MP relationship are identified and analysed. Furthermore, research gaps and further research lines in the SCF-MP area are highlighted. The information presented in this paper improves the literature on the advances in the SCF use as a productive response to MP environments.

Citation

R. Novais, L., Maqueira, J.M. and Bruque, S. (2019), "Supply chain flexibility and mass personalization: a systematic literature review", Journal of Business & Industrial Marketing, Vol. 34 No. 8, pp. 1791-1812. https://doi.org/10.1108/JBIM-03-2019-0105