Responsiveness, product variety and customisation

Bart MacCarthy, Philip Brabazon, Jo Bramham, Dee Krtichanchai

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Product variety is proliferating in almost all sectors. Increasing product variety potentially impacts many aspects of the operations of a manufacturing enterprise. Responsiveness is a key competitive attribute that may be negatively affected by increasing product variety. With trends towards more product customisation to satisfy individual customers and to compete in niche markets, the potential impacts need to be understood and coping strategies need to be developed. We note the trend in increasing product variety in many sectors over time. The impact of product variety and increasing levels of customisation on the management of operations is then examined. The concept of responsiveness, particularly for order fulfilment processes is discussed and the impact of product variety on responsiveness is examined. We then discuss the potential of mass customisation strategies for effective management of customer-generated variety.
Original languageEnglish
Title of host publicationProceedings of the IEE Seminar Customer Focused Manufacturing - Flexibility and Responsiveness are Everything
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages8
Publication statusPublished - 2 Nov 2000
EventIEE Seminar Customer Focused Manufacturing: Flexibility and Responsiveness are Everything - Birmingham, United Kingdom
Duration: 2 Nov 20002 Nov 2000

Publication series

NameIEE Colloquium (Digest)
PublisherInstitution of Electrical Engineers
ISSN (Print)0963-3308


ConferenceIEE Seminar Customer Focused Manufacturing
Country/TerritoryUnited Kingdom


  • management topics
  • manufacturing processes
  • control applications in manufacturing processes
  • manufacturing industries
  • production management


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