Abstract
The objective of this paper is to examine how the phenomenon of mass customization is being undertaken in the civil construction sector. Therefore, the research strategy adopted was a multiple-case study, which was carried through in two companies. The main technique adopted for the data collect consisted in semi-structured interviews. The analysis of the data occurred in five different phases. When analyzing the actions undertaken in the customization process, it was evidenced that the companies present different stages of customization. The use of technologies such as Drywall and PEX lead to customization and increase the flexibility of the facilities. The selection of suppliers and the enterprise of partnerships were also important. Clients demand qualified professionals, with wide vision of the business, apart from a strong integration between the technical and commercial areas. The core difficulties concern the non-accomplishment of deadlines for customization specifications and the high costs of the management of the productive system. It was possible to conclude that, less than mass customization; a pure customization strategy was adopted along with efforts associated to increase the flexibility of the project and of the construction.
Key-words: Strategy. Mass customization. Civil construction.
If a paper is approved for publication, its copyright has to be transferred by the author(s) to the Review of Business Management – RBGN.
Accordingly, authors are REQUIRED to send RBGN a duly completed and signed Copyright Transfer Form. Please refer to the following template: [Copyright Transfer]
The conditions set out by the Copyright Transfer Form state that the Review of Business Management – RBGN owns, free of charge and permanently, the copyright of the papers it publishes. Although the authors are required to sign the Copyright Transfer Form, RBGN allows authors to hold and use their own copyright without restrictions.
The texts published by RBGN are the sole responsibility of their authors.
The review has adopted the CC-BY Creative Commons Attribution 4.0 allowing redistribution and reuse of papers on condition that the authorship is properly credited.