Mass customization. Development of competitive strategies by applying the concept of Absorptive Capacity

Table of Contents

• Introduction
• Relevance and topicality
• Problem statement and research objective
• Outline of this paper
• Mass customization
• Definition and concept
• Do customers want individual products?
• Economies of mass customization
• Classification of mass customization strategies
• The case of Puma AG
• Industry development
• Company information
• The 'Mongolian Shoe BBQ' project
• State of project
• Framework for defining mass customization strategies
• Theoretical approach
• Concept of absorptive capacity
• Conceptual development of mass customization strategies
• Acquisition
• Assimilation
• Transformation
• Exploitation
• Benefits and potential of this approach
• Practical Application
• Development phase: Mass customization as a branding tool

Objectives and Key Themes

This diploma thesis investigates the development of competitive strategies at Puma AG by applying the concept of absorptive capacity within the context of mass customization. The research aims to understand how Puma utilizes mass customization and to develop a framework for defining effective mass customization strategies.

• Mass customization strategies and their economic implications.
• The role of absorptive capacity in developing successful mass customization initiatives.
• Case study analysis of Puma's 'Mongolian Shoe BBQ' project.
• A framework for defining mass customization strategies based on absorptive capacity.
• Application of the framework to Puma's mass customization efforts.

Chapter Summaries

Introduction: This chapter sets the stage for the thesis by establishing the relevance and topicality of mass customization in the competitive landscape. It clearly defines the research problem, outlining the specific research objective and the overall structure of the paper. The introduction effectively lays the groundwork for the subsequent in-depth exploration of mass customization strategies at Puma.

Mass customization: This chapter provides a comprehensive overview of mass customization, defining the concept and exploring its various aspects. It delves into the question of customer demand for individualized products and examines the economic advantages and challenges associated with mass customization strategies. The chapter also presents a classification system for categorizing different approaches to mass customization, providing a theoretical framework for the subsequent case study analysis.

The case of Puma AG: This chapter offers an in-depth examination of Puma AG, providing relevant background information on the company and the industry in which it operates. The focus then shifts to a detailed analysis of Puma's 'Mongolian Shoe BBQ' project, a specific initiative exemplifying the company's approach to mass customization. The current state of the project is also discussed, providing context for the application of the framework developed later in the thesis.

Framework for defining mass customization strategies: This chapter presents a novel theoretical framework for defining effective mass customization strategies. This framework is based on the concept of absorptive capacity, which is thoroughly explained and integrated into the model. The framework breaks down the process into four key stages: acquisition, assimilation, transformation, and exploitation. Each stage is analyzed, demonstrating its significance in the overall strategy. The chapter concludes by highlighting the benefits and potential of this new approach to understanding and implementing mass customization.

Practical Application: This chapter begins the application of the framework to Puma's experiences. The analysis focuses on the development phase of mass customization as a branding tool, illustrating how the theoretical framework can be used to analyze and potentially improve a real-world mass customization initiative. The detailed examination of this phase provides concrete examples of how the framework's concepts can be applied in practice. Further chapters would undoubtedly build upon this foundation, providing a fuller picture of the implications of the framework.

Keywords

Mass customization, absorptive capacity, competitive strategy, Puma AG, Mongolian Shoe BBQ project, branding, innovation, individualized products, economies of scale, case study, framework.

Frequently Asked Questions: Puma AG Mass Customization Strategy

What is this document about?

This document is a comprehensive preview of a diploma thesis investigating Puma AG's competitive strategies, focusing on mass customization and the concept of absorptive capacity. It provides a table of contents, objectives, key themes, chapter summaries, and keywords.

What are the main themes explored in the thesis?

The central themes revolve around mass customization strategies, their economic implications, the role of absorptive capacity in successful mass customization, and a case study analysis of Puma's "Mongolian Shoe BBQ" project. The thesis also develops a novel framework for defining effective mass customization strategies based on absorptive capacity.

What is the research objective?

The research aims to understand how Puma utilizes mass customization and to develop a framework for defining effective mass customization strategies by applying the concept of absorptive capacity.

What is absorptive capacity and how does it relate to mass customization?

Absorptive capacity refers to a firm's ability to identify, assimilate, transform, and exploit external knowledge. The thesis uses this concept as a foundation for building a framework to understand and improve Puma's mass customization strategies.

What is the "Mongolian Shoe BBQ" project?

The "Mongolian Shoe BBQ" project is a specific Puma initiative serving as a case study in the thesis. It exemplifies Puma's approach to mass customization, and its analysis contributes to the development and validation of the proposed framework.

What kind of framework is proposed in the thesis?

The thesis proposes a four-stage framework for defining mass customization strategies based on absorptive capacity. These stages are: acquisition, assimilation, transformation, and exploitation of knowledge.

What are the benefits of the proposed framework?

The framework offers a structured approach to understanding and implementing mass customization strategies, allowing companies to better leverage their absorptive capacity to achieve competitive advantage.

How is the framework applied practically?

The thesis begins applying the framework by analyzing Puma's mass customization efforts, focusing on the development phase as a branding tool. This practical application demonstrates the framework's utility in a real-world context.

What are the key takeaways from the chapter summaries?

The chapter summaries provide concise overviews of the introduction, mass customization in general, the Puma case study (including the "Mongolian Shoe BBQ" project), the proposed framework, and its initial application to Puma's branding efforts. They highlight the progression of the research and its key findings.

What are the key words associated with this thesis?

Key words include: Mass customization, absorptive capacity, competitive strategy, Puma AG, Mongolian Shoe BBQ project, branding, innovation, individualized products, economies of scale, case study, and framework.