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Mass Customization through Manufacturing Postponement Strategy: The Case of Build-A-Bear Workshop
Current Issue
Volume 5, 2017
Issue 4 (August)
Pages: 25-29   |   Vol. 5, No. 4, August 2017   |   Follow on         
Paper in PDF Downloads: 31   Since Jul. 23, 2017 Views: 684   Since Jul. 23, 2017
Authors
[1]
Mashruha Zabeen, Department of Business Administration, East West University, Dhaka, Bangladesh.
[2]
Shafayat Hossain Chowdhury, School of Business, University of Liberal Arts Bangladesh, Dhaka, Bangladesh.
Abstract
In order to sustain in the globally competitive market, companies are continuously striving to create new value propositions for their products or services. Businesses have adopted various concepts in doing so and mass customization is one of them. Build-A-Bear Workshop has been a successful company in the toy industry and is renowned for their customized plush toys. The aim of this paper is to study how Build-A-Bear Workshop mastered mass customization to create a competitive edge in the market. The paper takes a qualitative approach in studying the case of Build-A-Bear Workshop. It shows how the company has been efficiently managing the process of customization by embracing the manufacturing postponement strategy.
Keywords
Build-A-Bear Workshop, Mass Customization, Manufacturing Postponement Strategy, Toy Industry
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