An investigation of E-mass customization as a branding strategy

Abstract

Companies need branding to distinguish themselves from their competitors in increasingly fierce competition to stand out. Due to digital devices and the internet, customers have more choices than ever. In this case, customer needs deserve more brand attention, in turn. In other words, the changing environment prompts companies to shift their branding strategy away from a manager-dominated focus on corporate names, logos, products, and social images. This thesis explores plausibly effective branding strategy from the stream of e-mass customization. It also explores the role and instrumentalities of technological-, technical-, and managerial means and tools and their deployment in the e-mass customization strategy based on the resource orchestration theory. A triangulated research approach was employed using qualitative data (15 interviews) and quantitative data (129 questionnaires) with top managements in China’s apparel and footwear industries. While qualitative data was initially used to gain a deeper understanding of the subject of the study, quantitative data were statistically examined using EFA, CFA and PLS-SEM to test the structural model. This study's qualitative and quantitative results clarify the concept of e-mass customization and its critical role in branding, including enhancing customer brand loyalty, brand identification and longterm competitiveness. In addition, the findings show that multiple means and tools must be bundled and leveraged to realize their full value for creating competitiveness to deter better the challenges in implementing e-mass customization. Based on the qualitative and quantitative results, this study proposes a two-tier orchestration plan that includes machine learning, product modularization, process modularization, innovativeness, supply chain integration, and production automation. This paper discusses branding strategy from the aspect of e-mass customization. It provides a feasible direction for the future branding and management research streams. In addition to clarifying the definition of e-mass customization, this study also encourages the academic community to deploy technological-, technical- managerial tools to achieve the e-mass customisation goal from the resource orchestration perspective. Based on the potential of e-mass customisation, academics are encouraged to incorporate e-mass customization into the branding framework. In addition, by studying the outcomes of e-mass customization as a branding strategy, this research provides a plausible strategic plan for decision-makers and managers in future branding. At the same time, the study proposes a two-tier orchestration plan that illustrates the deployment of critical resources to head off challenges, providing specific guidance for managers to implement e-mass customization.

To sum up, this research is one of the first that investigates a new era of branding from the stream of e-mass customization. In addition, this study is the first to explore how to implement e-mass customization based on resource orchestration theory. The researcher strongly believes that it forms a foundation that facilitates a variety of avenues for research.