Enabling Customization Using Standardized Operations

by Jayashankar Swaminathan



This article presents four standardization techniques—product, part, procurement, and process—that help mitigate the negative impacts of product variety on a firm’s operations. The ability of a firm to use these standardization approaches depends on the degree to which it can modularize its products and processes, on what it is trying to achieve for its customers, and on the costs associated with standardization. The article presents a framework for thinking about these options and choosing among them.

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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