Research on multiple equivalent paths for massive personalized customization capability enhancement
Massive personalized customization is crucial for firms to gain competitive advantages and improve supply and demand fitness,but several firms meet difficulties in effectively selecting and deploying resources to achieve massive personalized customization capability(MPCC).Based on resource orchestration theory,we focus on the cog-nitive,relational,and technological resources,applying fuzzy-set qualitative comparative analysis(fsQCA)method to examine the data collected from 277 Chinese firms,exploring the interaction and matching effect of multiple condi-tions from a configuration perspective,ultimately revealing the complex causal mechanisms associated with MPCC.The results show that single antecedent conditions are not the necessary conditions resulting in high MPCC;product-oriented and service-oriented MPCC have distinct realization paths;product-oriented MPCC is achieved by the"re-lationship-technology oriented"path,whereas service-oriented MPCC is realized by both the"relationship-technolo-gy oriented"path and the"relationship-driven"path.The study is beneficial in finding the patterns of resource or-chestration in the context of massive personalized customization and helps to identify multiple equivalent paths for enhancing MPCC,providing guidance for firms to enhance MPCC.
国家科技期刊平台
NSTL
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