Choice Navigation: Towards a Methodology for Performance Assessment

Based on the increased demand for product customization and the intensified competition, manufacturing companies are today more than ever required to deliver product variants in an efficient manner. Research on mass customization has, up until now, primarily focused on clarifying the organizational capabilities defining successful mass customizers. Choice navigation is identified as one of the three fundamental capabilities. The process of building this capability does not occur as a discrete event, it is a change process. Based on literature review and analysis, this paper addresses the change process in relation to implementation of the choice navigation capabilities. A framework for performance assessment, supporting implementing of the choice navigation capabilities, is forwarded.