Unravelling collaboration mechanisms to achieve supply chain flexibility in mass personalization

Abstract

Purpose Mass personalization (MP) presents challenges such as highly individualized orders and fluctuating demand, requiring more flexible supply chains. This study explores supply chain flexibility (SCF) through a collaborative lens and proposes a framework capturing the dynamic, interdependent nature of supply chain relationships, addressing a key empirical gap on how collaboration mechanisms affect SCF in MP contexts. Design/methodology/approach A single case study was conducted of a European bicycle manufacturer with an established MP strategy and SCF experience. Using an abductive approach, we analyzed semi-structured interviews with internal managers, suppliers, and retailers through a three-stage coding process. Findings Based on Cao et al.’s (2010) collaboration framework, nine supply chain collaboration (SCC) mechanisms supporting SCF were identified, including novel MP-specific mechanisms such as rolling forecasts, order adjustment and digital product configurators. These mechanisms are organized into two interrelated flexibility dimensions: spanning flexibility, referring to rapid and accurate information dissemination across supply chain actors, and ecosystem flexibility, representing a firm's capacity to establish adaptive, trust-based and enduring collaborations with key partners. The study highlights the mutually reinforcing nature of these mechanisms in enabling SCF in MP contexts. Originality/value This study is among the first to examine the intersection of MP, SCC and SCF. It contributes a revised model of network-oriented SCF, introduces and categorizes MP-specific SCC mechanisms, and emphasizes the role of ecosystems. Findings offer actionable insights for managers seeking to align SCC with personalization goals.