Short‐term strategic management in mass customized markets

Abstract

Explains that globalization and new manufacturing technologies have been generating a new kind of product competition based on the ability of the producer to offer the most suitable product for each individual market. In this new environment, the relationship between short‐term logistical decisions taken within manufacturing and business performance becomes increasingly strong. This relationship can also be complex, owing to the large number of variables and trade‐offs within the decision process. Manufacturing managers must be aware of the strategic consequences of their daily short‐term decisions but they also need proper management tools to support this decision process. Discusses the concept of short‐term strategic management and how this can be used to guide the development of manufacturing management tools for mass customized industries. Argues that manufacturing management systems can act as a link between short‐term decisions and the business strategy objectives.