Liu, Babakus and Shah collaborate on published paper
For release: October 3, 2012
Gensheng (Jason) Liu and Emin Babakus, both of the Department of Marketing & Supply
Chain Management in the Fogelman College of Business & Economics, along with Rachna
Shah, associate professor with the Carlson School of Management at the University
of Minnesota, have published the paper, “When to Mass Customize: The Impact of Environmental
Uncertainty” in the October 2012 journal Decision Sciences.
In the study, they examine when mass customization is an appropriate strategy for
firms to follow by scrutinizing the effects of three environmental uncertainty variables
(demand uncertainty, competitive intensity, and supply chain complexity) on the MC-performance
relationship. They examine six competing hypotheses using data collected from 266
manufacturing plants. Results show that competitive intensity has a direct positive
impact on MC ability, and demand uncertainty moderates the relationship between MC
ability and customer satisfaction. Implications of their research findings are discussed
and future research directions are identified.