The success of companies such as Dell, Capital One, MINI Cooper, and Amazon has been ascribed to the use of flexible technologies that enable the delivery of tailored products and services to millions of customers. Research has dissected in detail how these companies reconcile the conflicting goals of adaptation to the customers and productivity. Flexible machinery, product platforms, flexible supply networks, and highly reconfigurable and scalable IT all play a role in this game that has been popularized as “mass customization.”
Where is this organizational memory? Think of databases, knowledge management systems, and other fancy software scattered throughout the corporation. Unfortunately, when a new consulting contract is signed, the deployment of this knowledge cannot be automated: Dell product configurator or Amazon business intelligence algorithms will not serve the purpose. People operating in the sales, technical, and operational areas become a fundamental tool for the retrieval and recombination of organizational memory to precisely define the characteristics of the process needed to deliver a customized solution.
[This research paper has been reproduced with permission of the authors, professors of IE Business School, Spain http://www.ie.edu/]