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An Analysis of National Bicycle Industrial Co.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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Executive Summary Mass customization theorizes that companies can develop, produce, market and deliver customized products and services on a mass basis. Supporters of mass customization argue that this strategy allows a company the flexibility to meet the constantly changing demands of consumers, who continuously demand higher quality, lower priced products and services delivered in a relatively short amount of time, but which are also highly customized. Most importantly mass customization implies that, by automating the customization process, companies can produce the custom good at costs competitive with standardized goods. Proponents of mass customization point out that with this strategy, low costs are accomplished primarily through economies of scope rather than scale: "Economies of scope are realized by the application of a single process to produce a greater variety of products and services more cheaply and more quickly." (Joseph Pine II, author of Mass Customization: The New Frontier In Business Competition.) To...
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