Mass Customization through Manufacturing Postponement Strategy: The Case of Build-A-Bear Workshop

Mashruha Zabeen; Shafayat Hossain Chowdhury

doi:7090341

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.

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