The model presented below is an extract of the Value Chain Analysis of Production Model of M.E. Porter to present the areas in the model that appropriately apply to e-customization. However, the general salient point of the model is still captured in this presentation particularly the interplay of primary and support activities in adding value to the each level of production and delivery of product resulting to competitive advantage of the firm.
Value chain analysis espouses by M.E. Porter in his book, Competitive Advantage (1980) discusses activities that added value to every steps of delivery of the products starting from input planning, manufacturing, dispatching of products, marketing and sales and even after sales service. These activities are carried out hand in hand with support activities such as infrastructure and technology which is important in e-customization. Infrastructures within the organization such as finance and planning are important to design and support the development and maintenance of technology needed to actualize e-customization service.
Customers participate in the value chain of garments retailers in e-customization by participating in providing inputs in the design of garments they want to purchase and directing how it should be manufactured based on the specifications they provide using technology that allows them to participate in this process. This contribute immensely to customer satisfaction since customer themselves are deciding what they want to be done to the product they are purchasing which is basically involves the approaches to customization.
Credit:ivythesis.typepad.com
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