Mass customization: the bane of OD or the cure to what ails it?

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.

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