Davison, N; Goodier, C; Gibb, A; Austin, S; Saker, J and Gregory, C (2006) Factors influencing the market for branded mass customised buildings. In: Boyd, D (ed.) Proceedings of 22nd Annual ARCOM Conference, 4-6 September 2006, Birmingham, UK.
Abstract
Despite the ongoing promotion of the change agenda within UK construction, the majority of non-residential buildings are still designed and constructed in the same way that they have been for decades. Independently designing on every occasion what are sometimes relatively repetitive designs each time a similar building is ordered is wasteful and inefficient. Substantial savings could potentially be made in both time and resource if the majority of the building could be pre-designed and if the supply chain was already in place. The relatively small part of the building which had not been pre-designed could then be customised to suit both the customer's individual requirements and the environment in which the building will be located, thus offering the potential for mass customised construction. This paper outlines the current non-residential market and the potential for mass customisation. Existing solutions are examined and issues relating to product and process development reviewed. This leads to an appraisal of the potential importance of branding in mass customisation as an aid to developing the market. The impact of the existing reputation of system buildings is also considered in relation to product branding.
| Item Type: | Conference Paper (Paper) |
|---|---|
| Uncontrolled Keywords: | brand building; customisation system |
| Index terms: | promotion, customization, savings, mass customization, appraisal, non-residential building, system building |
| Subjects: | building construction, factor and component analysis, management, manufacturing engineering, economic analysis, construction manufacturing, construction type |
| Topics: | Human Resources, Construction Technology, Business Strategy, Engineering Principles, Research Practice |
| Descriptive scope: | 2 PC |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here