MASS CUSTOMIZATION EN EL SECTOR TEXTIL COLOMBIANO - CASO FABRICATO

This document addresses the organizational strategy undertaken by the Fabricato company since 2014. Specifically, the text analyzes the material-ization of the strategy through the so-called Mass Customization. To do so, in addition to the literature review, the case study research had primary sourc...

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Bibliographic Details
Published inCriterio libre Vol. 17; no. 30; pp. 175 - 189
Main Authors Flor Ángela Marulanda Valencia, Daimer Higuita López, José Márquez
Format Journal Article
LanguageEnglish
Published Universidad Libre 01.06.2019
Subjects
consumer
fabricato
mass customization
strategy
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Summary:This document addresses the organizational strategy undertaken by the Fabricato company since 2014. Specifically, the text analyzes the material-ization of the strategy through the so-called Mass Customization. To do so, in addition to the literature review, the case study research had primary sources such as interviews, conferences, reports from the company’s presidency, and secondary sources such as books, press articles and magazines. Consequently, the paper presents practices and decisions necessary for the realization of the strategy, such as the acquisition of the new technology and the role of the people or collaborators. This strategy, used by world-class companies, will involve Fabricato into a greater relationship with end customers, an update in its production lines and an education campaign for future consumers. This will allow an advantage over the large volume market suppliers, by providing greater added value and therefore the possibility of having better prices
ISSN:1900-0642
2323-0886
DOI:10.18041/1900-0642/criteriolibre.2019v17n30.5795