Fogelman College of Business and Economics
University of Memphis Photo
Liu, Babakus and Shah collaborate on published paper

Gensheng (Jason) Liu and Emin Babakus, both of the Department of Marketing & Supply Chain Management in the Fogelman College of Business & Economics, along with Rachna Shah, associate professor with the Carlson School of Management at the University of Minnesota, have published the paper, “When to Mass Customize: The Impact of Environmental Uncertainty” in the October 2012 journal Decision Sciences.
In the study, they examine when mass customization is an appropriate strategy for firms to follow by scrutinizing the effects of three environmental uncertainty variables (demand uncertainty, competitive intensity, and supply chain complexity) on the MC-performance relationship. They examine six competing hypotheses using data collected from 266 manufacturing plants. Results show that competitive intensity has a direct positive impact on MC ability, and demand uncertainty moderates the relationship between MC ability and customer satisfaction. Implications of their research findings are discussed and future research directions are identified.

Fogelman Flash Home

Fall 2012 Home

Dean's Message

Fogelman College Alumnus, Dr. Diego Nocetti, Receives Prestigious Award

Stafford Elected to Lead American Academy of Advertising

Three FCBE Staff Members Win Fogelman Force Awards

Dr. Bill Kettinger Receives Recognition for Published Article

$150,000 Donated to Fogelman College to Establish Student Travel Enrichment Fund

Fogelman College Professor, Dr. Charles Pierce, Honored as a SMA Fellow

Fogelman College Professor, Dr. Pankaj Jain, Publishes in Top Finance Journals

Morgan Morton Accepts TBR Chancellor’s Award for Excellence in Philanthropy

Fogelman College Professor Published in Top Ranked Management Journal

Economics at Sea

Dr. David Allen publishes a new book

Liu, Babakus and Shah collaborate on published paper

MILE outreach award

FCBE Faculty Receive New Teaching Awards

FCBE Faculty Honored with Research Awards

Executive MBA Program meets with ServiceMaster executives during their recent annual EMBA Residential Week

Fogelman Professor and Student publishes a paper on Pricing in Journal of Retailing

MBA Program Honors Its Veterans

Deputy Assistant Secretary of Defense Visits The College

FCBE Hosts Alumni Day Luncheon

Dr. Zabihollah Rezaee attends New York conference and book event

Carol Danehower researches and rallies against domestic violence

Text Only | Print | Got a Question? Ask TOM | Contact Us | Memphis, TN 38152 | 901/678-2000 | Copyright 2015 University of Memphis | Important Notice | Last Updated: 
Last Updated: 12/4/12