Abstract
This paper aims at assessing how Mass Customization (MC) is being implemented in housing companies throughout and a comparison with the recommended approaches existent in the literature. Based on this comparison, the work identifies opportunities for improvement in the way the construction and housing industry employs the MC strategy. The used method comprises of a multi-case study with housing companies located in the northeast of Brazil. All companies are undergoing the implementation of MC strategy. This study allows managers from housing companies to address their product strategy to benefit from the mass production while properly customizing their products to customers’ needs. As a result, the research provides an argument to comprehend better the methodological differences between the recommended customization process and the actual strategy from housing companies from developing economy countries, such as Brazil.
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Appendix A
Appendix A
Questionnaire for construction companies that apply the Mass Customization strategy.
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Fettermann, D.C., Tortorella, G.L., Taboada, C.M. (2019). Mass Customization Process in Companies from the Housing Sector in Brazil. In: Cortés-Robles, G., García-Alcaraz, J., Alor-Hernández, G. (eds) Managing Innovation in Highly Restrictive Environments. Management and Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-93716-8_5
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