ZEMCH 2015 - International Conference Proceedings | Page 532

MC as a competitive strategy
The recent economic crisis has affected considerably to the construction sector , especially in the residential market where the abrupt stoppage of sales led to a sharp drop in sector activity . To ensure future competitiveness of the sector there are some factors that may influence , among others , closer relationships with customers , process innovation , new technologies or coordination across actors to achieve lean construction , ( Ecorys , 2008 ). In this regard , a customer closer relationship is to offer them value-added in order to increase clients ’ satisfaction ensuring a competitive advantage in the current business environment . This fact has positioned Mass Customisation ( hereinafter MC ) as a potential marketing strategy to create value ensuring competitiveness in a customer-oriented market ( Bernard , Daaboul , Laroche , & Da Cunha , 2012:18-25 ). MC has been recurrently defined as an increasing product variety to satisfy customer needs while maintaining near mass production efficiency ( Du , Jiao , & Tseng , 2001 ; Tseng , Jiao , & Merchant , 1996 ), opening up to diverse market niches ( Du et al ., 2001 : 309-325 ). This means to satisfy more closely the individual wants of the customers providing a wide variety of options and individual customisation at prices comparable to standard goods ( Pine , 1999 ), integrating customer into the process . So a new agile and flexible approach is needed not only to satisfy the initial customers ’ requirements , but also to provide a greater ability to adapt to their needs as they evolve ( Barlow , 1998 ).
State of the Art : MC in Construction Industry
Currently , there are different approaches to implementing MC in the sector . Some of them are centred on the design phase , such as the proposal presented by Dr Noguchi , one of the most significant authors in the field , that is based on an online support system for decision making in customizing prefabricated homes ( Noguchi , 2003 : 353-364 ). Similarly introduces the implementation of MC in traditional construction projects through the application of a communication system that allows users to take part in the customisation of their homes ( Noguchi & Hernàndez-Velasco , 2005 : 325-336 ). Likewise in the design phase is presented in ( Lee & Ha , 2013 : 424-430 ) a solution based on interactive 3D models and 2D draws through the use of Building Information Modelling technologies ( hereinafter BIM ) to get better integration of data , fewer mistakes and inconsistencies in the projects due to changes from project modifications . About the approaches founded for the construction phase , in ( Benros & Duarte , 2009 : 310-320 ) is shown the implementation of a production model for prefabricated building systems that includes a design system , a construction system and a computer system , the integration of the three systems is achieved through a tool to visualize solutions and the automatic generation of the required information in the production phase . Other authors ( Shin , An , Cho , Kim , & Kang , 2008 : 831-838 ) present a solution for MC implantation focused on the use of information technology ( hereinafter IT ) through a system called Finishing Information System to overcome some disadvantages arising from the implementation related to increased cost and time and reduction in product quality . So through this system an improved communication between providers and consumers is achieved , giving speed to the process , accessibility and exchange of information . Despite all the benefits of the literature reviewed for MC applied to construction , the mostly analysed solutions focus their interest only on the design phase and not in the execution phase . Furthermore some proposals are oriented to prefabrication business model and not in traditional construction . Very few are centred on a technological solution , and the ones that take advantage of ICT ’ s do not offer an integral management system to allow better efficiency in operations and
530 ZEMCH 2015 | International Conference | Bari - Lecce , Italy