Сервитизация и масова къстамизация – приложение в международния бизнес и ефекти върху финансовия мениджмънт на компании от преработващата промишленост
Servitization and Mass Customization: Application in International Business and Impact on the Financial Management of Manufacturing Companies

Author(s): Tzvetomir Tzanov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: servitization; mass customization; international business; financial management; manufacturing industry
Summary/Abstract: Mass customization is a relatively new phenomenon characterized by adapting serial production to the demand of the individual customer. In turn, servitization implies offering products integrated with the provision of services. These approaches are becoming crucial in ensuring successful sales in a digital environment on local and on international markets. The aim of the paper is to clarify the essence, as well as the potential advantages and pitfalls, related to the implementation of both approaches by manufacturing companies. Via a case study methodology, including examples of Bulgarian firms with operations abroad, it has been suggested that the intended value addition to product offerings should be subject to the dynamic fluctuations in demand, otherwise it might be negatively affecting key financial management parameters related to profitability, liquidity and working capital management.

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