Open Access Article SciPap-956
Are Product Innovation-Oriented Firms Prepared for Effective Product Customization?
by Vít Chlebovský 1,*, David Schüller 2 and Stanislav Škapa 3

1 Faculty of Business and Management, Department of Management, Brno University of Technology, Kolejní 2906/4, Brno 61200, Czechia

2 Faculty of Business and Management, Department of Management, Brno University of Technology, Kolejní 2906/4, Brno 61200, Czechia

3 Faculty of Business and Management, Department of Management, Brno University of Technology, Kolejní 2906/4, Brno 61200, Czechia

* Authors to whom correspondence should be addressed.

Abstract: Growing demand for customized solution offers instead of standardized products is reality in many business sectors on both B2B and B2C markets. While this approach is well developed in some B2B sectors it is not that often in majority of B2C markets. Rapid technology development within past years gives more possibilities to increase production flexibility in wider range of production sectors. This will lead in increasing level of product customization shortly. Purpose of this article is to summarize the research on how the product innovation oriented companies are prepared in terms of their internal infrastructure for effective customized product solution development and delivery to their customers. Two interlinked researches were performed through Czech, Austrian, German and Swiss product innovation oriented manufacturing companies. Quantitative research compares whether and how customized product offer is communicated by companies to their market. Qualitative research was performed in form of five case studies to deeper observe and study internal technical and production infrastructure of the selected companies. Results of performed quantitative research were statistically evaluated and tested. Outcomes of qualitative research gives deeper knowledge of the infrastructure used in selected companies for development and production of customized products. The research proves increasing focus of the companies on offer individualization.

Keywords: Customer Solutions, Relationship Marketing, Product Customization, Market Orientation, Product Management, Machine Building Sector, Solution Management

JEL classification:   M11 - Production Management,   M31 - Marketing

SciPap 2018, 26(3), 956

Received: 5 December 2017 / Accepted: 27 June 2018 / Published: 23 November 2018