Mass customization in agribusiness: a case study

Abstract

This paper aims to analyze how mass customization is used by a determined company of agribusiness area. The research strategy chosen was the single-case study. The company in question was chosen for being one of the pioneers in customized production of formulas and protein mixes for the Brazilian market and for being inserted in agribusiness, which has not been addressed in researches associated with mass customization strategies. In order to obtain the necessary data, semi-structured interviews were employed. Data analysis was done in five phases and results presented that two criteria were observed in the selection of product components to be customized: compliance with legislation and raw-material interchangeability. As the customization extension in the productive process was diagnosed, it was learned that this task can happen in three distinct steps: project, manufacturing, and packaging. Concurrently, two mass customization strategies are used: mix modularization and manufacturing postponement. At last, it was possible to verify four main mass customization qualifiers: product project, productive system flexibility, information technology, and time-based manufacturing.