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

For release:  October 3, 2012
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.

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Last Updated: 10/3/12