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Linking supplier selection and management strategies with mass customization capability

Inayat Ullah (Department of Mechanical Engineering, G H Raisoni College of Engineering, Nagpur, India)
Rakesh Narain (Department of Mechanical Engineering, Motilal Nehru National Institute of Technology, Allahabad, India)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 23 December 2020

Issue publication date: 27 July 2021




Owing to the paucity of literature, in the specific context of mass customization (MC), that explains what factors need to be considered while selecting suppliers and what strategies need to be implemented for effective management of suppliers, this paper aims to explore the effective supplier selection and management strategies and also investigate their impact on the development of mass customization capability (MCC).


Through an extensive review of literature, a total of 18 factors for supplier selection and management have been identified. Further, using multiple regression analysis, the linkages between these factors and MCCs have been examined based on the data set from the survey of Indian manufacturing organizations.


The results indicate that while concentrating on the responsive and reconfiguration capability, all the five measures of supplier selection and the four measures of supplier management have shown a significant influence. However, in the case of relational capability, only two of the supplier selection strategies and three of the supplier management strategies have shown a notable impact.

Practical implications

The study provides help to the firms in deciding whom to select and how to manage the suppliers in the course of improving their MCCs. The study has shown the possibility that different types of MCCs might require different approaches to both the supplier selection and management.


To the best of the authors’ knowledge, this study happens to be the first of its kind that investigates the interconnectedness among the supplier selection and management strategies and MCCs.



Ullah, I. and Narain, R. (2021), "Linking supplier selection and management strategies with mass customization capability", Journal of Business & Industrial Marketing, Vol. 36 No. 7, pp. 1213-1228.



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