Interpretive structural modeling-based framework for mass customisation enablers: an Indian footwear case

In the epoch of open economy and with the emergence of availability of individualised products over the Internet, Indian manufacturing industries are facing an enormous pressure to become more flexible and responsive, to accomplish customer's varied and increasing demands. Mass customisation (MC) is about developing a customised product on demand for a particular customer after reception of a real order and producing it with the similar operational efficiency as one would anticipate from a mass-produced product. MC takes into account the merits of both the earlier systems of production, i.e. mass production and craft production. The craft production satisfies the personalised demands of customers and the mass production produces a limited variety of products at lower cost. Industries in developing countries such as India confront pressure from several perspectives to adopt MC. This study has been presented in the context of Indian manufacturing industries, and particularly for footwear industries to examine the enablers of MC. Achieving MC, however, require certain enabling technologies and processes in place. Several such enablers have been identified from the research literature. The objective of this study it to key out significantly important enablers for MC using interpretive structural modelling (ISM), and develop a hierarchy of these enablers for the Indian footwear units. ISM results show that modularity-based practices, digital manufacturing practices and supply chain integration are the most important MC enablers. Enhanced flexibility and responsiveness in the footwear production system can be achieved through modular and reconfigurable production system.