Implementation of Mass Customization for competitive advantage in Indian industries: a structural equation model

Abstract The enduring fluctuations in market demand, exemplified by exceedingly unpredictable customer requirements have given rise to Mass customization, which is acquiring increasing prominence in production and operations management. Fostering on the foundation laid by erstwhile researcher Hart[1], who developed an analytical framework of four pillars of mass customization for organizations, the objectives of this research are to obtain additional discernments on the nature of linkage between the four pillars and MC, in addition to their impact on competitive advantage. The current work is an attempt to explore the mass customization ability of manufacturing organizations of Indian origin and its impact on organisational performance and to propose a comprehensive assessment and decision-making model for manufacturers to implement mass customization for competitive benefits. Literature support is expanded and validated using data collected through survey conducted among managers of various divisions of organization of Indian origin. The final sample contains 276 usable observations. Data analysis was performed expending structural equation modelling(Amos Graphics).