Mass customization in the colombian textile sector - case fabricato
DOI:
https://doi.org/10.18041/1900-0642/criteriolibre.2019v17n30.5795Keywords:
consumer, Fabricato, mass customization, strategyAbstract
This document addresses the organizational strategy undertaken by the Fabricato company since 2014. Specifically, the text analyzes the materialization 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.
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References
Arango Gaviria, L. G. (1991). Mujer, religión e industria: Fabricato 1923-1982 (No. 2). Medellín: Editorial Universidad de Antioquia/ Universidad Externado de Colombia.
Bonilla-Castro, E., & Rodríguez Sehk, P. (2005). Más allá del dilema de los métodos: la investigación en ciencias sociales. Bogotá: Editorial Norma.
Castillo, A. (01 de 02 de 2017). Director de Marketing y ventas (D. Higuita, F. Á. Marulanda, & J. I. Márquez, entrevistadores).
Cil, E. B., & Pangburn, M. S. (2017). Mass Customization and Guardrails: “You Can Not Be All Things to All People”. Production and Operations Management, 26 ( 9), 1728-1745.
De Jesús, C., & Mejía, J. (2017). Fabricato y su estrategia de supervivencia. Medellín.
Fabricato S.A. (2015). Informe anual 2014. Bello.
Fabricato S.A. (2017). Informe anual 2016. Bello.
Ferrel, O.; Hartline, M., & Lucas, G. (2010). Estrategiade marketing. Mexico: Cengage.
Fralix, M. (2001). From mass production to mass customization. Journal of Textile and Apparel, Technology and Managment 1 (2), 1-7.
Fralix, M. T. (2001). From mass production to mass customization. Journal of Textile and Apparel, Technology and Management, 1(2), 1-7.
Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard Business Review, 75, , 91-107.
Kotler, P.; Armstrong, G.; Saunders, J.; Wong, V.; Miquel, S.; Bigné, E., & Cámara, D. (2000). Introducción al marketing. Madrid: Prentice Hall.
Lamb, C.; Hair, J., & McDaniel, C. (2006). Marketing. México: Thomson.
Lincoln, Y., & Guba, E. (1985). Naturalistic inquiry. London: Sage.
Liu, G.; Shah, R., & Schroeder, R. (2006). Linking Work Design to Mass Customization: A Sociotechnical Systems Perspective. Decision sciences, 37(4), 519-545.
Martínez, P. (2006). El método de estudio de caso. Estrategia metodológica de la investigación científica. Pensamiento y gestión(20), 165-193.
Moreno, D. (26 de 05 de 2017). Cuestionario semiestructurado. Bello.
Orosnjak, M.; Jocanoviæ, M.; Karanoviæ, V.; Vekiæ, A., & Mediæ, N. (2017). Transformation from mass production to mass customization in SCM: Obstacles and advantages. Orosnjak, M., Jocanoviæ, M., Karanoviæ, V., Vekiæ, A., & Mediæ, N. (2017). Transformation from mass production to mass. Acta Technica Corviniensis - Bulletin of Engineering, 10(1), 29.
Peterson, J. (2016). The co-design process in Mass Customization of complete garment knitted fashion products. Journal of Textile Science & Engineering, 1-8.
Sierra, J. F. (02 de 06 de 2017). Tecnología hila las ventas de Fabricato. Recuperado 2 de junio de 2017. Obtenido de: El Colombiano Web Site: http://www.elcolombiano.com/negocios/empresas/asi-opera-la-empresa-textil-fabricato- DJ6193243 1/5
Tiihonen, J., & Felfernig, A. (2017). An introduction to personalization and mass customization. Journal of Intelligent Information Systems 49(1), 1-7.
Trentin, A.; Forza, C., & Perin, E. (2012). Organisation design strategies for mass customisation: an information-processing-view perspective. International Journal of Production Research, 50(14), 3860–3877.
Tseng, M. M., & Piller, F. T. (2011). The customer centric enterprise: advances in mass customization and personalization. Berlin: Springer Berlin Heidelberg.
Ulrich, P. V.; Anderson-Connell, L. J., & Wu, W. (2003). Consumer co-design of apparel for mass customization. Journal of Fashion Marketing and Management: An International Journal, 7(4), 398-412.
Wallendorf, M., & Belk , R. (1989). Assesing trustworthiness in naturalistic consumer research. ACR Special Volumes.
Wang, Z.; Zhang, M.; Sun, H., & Zhu, G. (2016). Effects of standardization and innovation on mass customization: An empirical investigation. Technovation 48-49 (2016), 79-86.
Yin, R. (2003). Case study research. Design and methods. London: Sage.
Zafrane, C. E. (2012). Fábrica de hilados y tejidos del Hato S.A. Fabricato. Revista Universidad EAFIT, 2(2), 71-85.
Zipkin, P. (2001). The limits of Mass Customization. MIT Sloan management review, 81-87.
Bonilla-Castro, E., & Rodríguez Sehk, P. (2005). Más allá del dilema de los métodos: la investigación en ciencias sociales. Bogotá: Editorial Norma.
Castillo, A. (01 de 02 de 2017). Director de Marketing y ventas (D. Higuita, F. Á. Marulanda, & J. I. Márquez, entrevistadores).
Cil, E. B., & Pangburn, M. S. (2017). Mass Customization and Guardrails: “You Can Not Be All Things to All People”. Production and Operations Management, 26 ( 9), 1728-1745.
De Jesús, C., & Mejía, J. (2017). Fabricato y su estrategia de supervivencia. Medellín.
Fabricato S.A. (2015). Informe anual 2014. Bello.
Fabricato S.A. (2017). Informe anual 2016. Bello.
Ferrel, O.; Hartline, M., & Lucas, G. (2010). Estrategiade marketing. Mexico: Cengage.
Fralix, M. (2001). From mass production to mass customization. Journal of Textile and Apparel, Technology and Managment 1 (2), 1-7.
Fralix, M. T. (2001). From mass production to mass customization. Journal of Textile and Apparel, Technology and Management, 1(2), 1-7.
Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard Business Review, 75, , 91-107.
Kotler, P.; Armstrong, G.; Saunders, J.; Wong, V.; Miquel, S.; Bigné, E., & Cámara, D. (2000). Introducción al marketing. Madrid: Prentice Hall.
Lamb, C.; Hair, J., & McDaniel, C. (2006). Marketing. México: Thomson.
Lincoln, Y., & Guba, E. (1985). Naturalistic inquiry. London: Sage.
Liu, G.; Shah, R., & Schroeder, R. (2006). Linking Work Design to Mass Customization: A Sociotechnical Systems Perspective. Decision sciences, 37(4), 519-545.
Martínez, P. (2006). El método de estudio de caso. Estrategia metodológica de la investigación científica. Pensamiento y gestión(20), 165-193.
Moreno, D. (26 de 05 de 2017). Cuestionario semiestructurado. Bello.
Orosnjak, M.; Jocanoviæ, M.; Karanoviæ, V.; Vekiæ, A., & Mediæ, N. (2017). Transformation from mass production to mass customization in SCM: Obstacles and advantages. Orosnjak, M., Jocanoviæ, M., Karanoviæ, V., Vekiæ, A., & Mediæ, N. (2017). Transformation from mass production to mass. Acta Technica Corviniensis - Bulletin of Engineering, 10(1), 29.
Peterson, J. (2016). The co-design process in Mass Customization of complete garment knitted fashion products. Journal of Textile Science & Engineering, 1-8.
Sierra, J. F. (02 de 06 de 2017). Tecnología hila las ventas de Fabricato. Recuperado 2 de junio de 2017. Obtenido de: El Colombiano Web Site: http://www.elcolombiano.com/negocios/empresas/asi-opera-la-empresa-textil-fabricato- DJ6193243 1/5
Tiihonen, J., & Felfernig, A. (2017). An introduction to personalization and mass customization. Journal of Intelligent Information Systems 49(1), 1-7.
Trentin, A.; Forza, C., & Perin, E. (2012). Organisation design strategies for mass customisation: an information-processing-view perspective. International Journal of Production Research, 50(14), 3860–3877.
Tseng, M. M., & Piller, F. T. (2011). The customer centric enterprise: advances in mass customization and personalization. Berlin: Springer Berlin Heidelberg.
Ulrich, P. V.; Anderson-Connell, L. J., & Wu, W. (2003). Consumer co-design of apparel for mass customization. Journal of Fashion Marketing and Management: An International Journal, 7(4), 398-412.
Wallendorf, M., & Belk , R. (1989). Assesing trustworthiness in naturalistic consumer research. ACR Special Volumes.
Wang, Z.; Zhang, M.; Sun, H., & Zhu, G. (2016). Effects of standardization and innovation on mass customization: An empirical investigation. Technovation 48-49 (2016), 79-86.
Yin, R. (2003). Case study research. Design and methods. London: Sage.
Zafrane, C. E. (2012). Fábrica de hilados y tejidos del Hato S.A. Fabricato. Revista Universidad EAFIT, 2(2), 71-85.
Zipkin, P. (2001). The limits of Mass Customization. MIT Sloan management review, 81-87.
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Published
2019-12-04
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How to Cite
Mass customization in the colombian textile sector - case fabricato. (2019). Criterio Libre, 17(30), 175-189. https://doi.org/10.18041/1900-0642/criteriolibre.2019v17n30.5795
