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Title: Responsiveness in Mass Customised Apparel Supply Chain
Authors: Kritchanchai, Duangpun 
Sirovetnukul, Ronnachai 
Issue Date: 2007
Publisher: University of the Thai Chamber of Commerce
Source: Duangpun Kritchanchai, Ronnachai Sirovetnukul (2007) Responsiveness in Mass Customised Apparel Supply Chain.
Conference: Proceedings of the 2nd International Conference on Operations and Supply Chain Management 
Abstract: Agility is now a key competitive factor in industry.Responsiveness is a significant performance of an agilesystem. In the authors’ previous research (Kritchanchaiand MacCarthy, 1999), the meaning of responsiveness hasbeen investigated. Four components of responsiveness -stimuli, awareness, capabilities and goals - emerge froman analysis of the literature. The study also develops ageneric responsiveness framework that incorporates bothstrategic and operational viewpoints. At the same time,over the last decade, several papers have published thestrategy of mass customisation and attempt to proposeways to respond to any customised order by beingbeneficial from mass production. In this paper, werecognise the role of responsiveness in achieving masscustomisation strategy. In order to provide practicalsolution, we propose that the framework ofresponsiveness can be mapped and applied to masscustomised environment. Mass customisation is theninterpreted with respect to responsiveness perspective inapparel supply chain case studies. Finally the paperidentifies the directions to develop mass customisedstrategy by using responsiveness framework.
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
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