Mass customization: the bane of OD or the cure to what ails it?
Leadership & Organization Development Journal
ISSN: 0143-7739
Article publication date: 23 September 2013
Abstract
Purpose
This applied position piece discusses the potential advantages of applying a mass customization framework to the field of organization development (OD). Mass customization, adapted from the manufacturing industry, is posited as a potential way to address the OD identity (or lack thereof) debate. Four speculative applications of mass customization to OD are presented, as well as a real-world example of how mass customization is currently being applied in one organization. Implications at the individual-, group-, and systems level are discussed.
Design/methodology/approach
After key arguments are introduced, a case study is presented to illustrate the application of mass customization to an OD process.
Findings
Implementation of mass customization can be successful in traditional OD practices.
Practical implications
This paper addresses a common debate in the field of OD: should we limit our scope, or will that sacrifice inclusivity? By applying a mass customization framework, OD can retain its flexibility while still applying boundaries to the field.
Originality/value
This paper addresses a common debate in the field of OD: should we limit our scope, or will that sacrifice inclusivity? By applying a mass customization framework, OD can retain its flexibility while still applying boundaries to the field.
Keywords
Citation
M. Golay, L. and H. Church, A. (2013), "Mass customization: the bane of OD or the cure to what ails it?", Leadership & Organization Development Journal, Vol. 34 No. 7, pp. 661-679. https://doi.org/10.1108/LODJ-01-2012-0002
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited