Linking supply network flexibility with mass customization capability

Abstract

Purpose

The importance of supply network flexibility (SNF) in the development of mass customization capability (MCC) has been implied in the literature but seldom subjected to empirical investigation. To fill the gap and contribute to MC literature, this paper aims to examine the role of SNF in facilitating the development of MCC of organizations. Furthermore, it has been investigated whether the use of information and communication technologies (ICTs) strengthens the above relationship.

Design/methodology/approach

Drawing on the supply chain literature and dynamic capability theory, the study proposes a research framework depicting the interconnectedness among the variables of interest. The proposed framework has been tested using structural equation modelling based on partial least squares by using the data collected from a questionnaire-based survey of a sample of Indian manufacturing organizations.

Findings

The findings indicate that the dimensions of SNF, namely, sourcing flexibility and supplier flexibility, positively affect the MCC of the organizations and the strength of these relationships is further amplified by the implementation of ICTs.

Practical implications

The study shows the managerial opportunities for the development of a flexible and competent supply network to facilitate the development or enhancement of MCC.

Originality/value

This study contributes to scant literature by providing empirical evidence for the relationship between SNF and MCC. Further, this study enriches the understanding of the crucial role of ICT by exploring its moderating effect on the relationship between the variables of interest.

Citation

Ullah, I. and Narain, R. (2022), "Linking supply network flexibility with mass customization capability", Journal of Business & Industrial Marketing, Vol. 37 No. 11, pp. 2217-2230. https://doi.org/10.1108/JBIM-11-2020-0503