In the housing sector, the search for improved productivity, agility in delivery and customer satisfaction happens due to increased competition among construction companies. This competition requires the development of new strategies such as mass customization to attend these requirements. Mass customization aims to meet a large number of consumers with an individualized approach while maintaining an efficiency similar to mass production. Modular architecture is an important support of mass customization as product variants are produced from a limited set of components (modules) which allows for production efficiency. This paper seeks to analyze through a literature review and a case study, the relationship between product architecture and mass customization in housing sector. Initially, literature sources related to the topic, consisting mainly of books and scientific articles were selected. Next, the concepts of product architecture and mass customization and their contribution to the provision of housing developments are discussed. Finally, we developed a case study in a construction company located in Fortaleza/CE, implementing the strategy of mass customization in their endeavors. Whit this, are presented the main obstacles that the architecture product may cause the application of the mass customization strategy.
Mass customization, product architecture and product development.
Marinho, J. P. , Veras, M. & Neto, J. P. B. 2014, 'The Relationship Between Product Architecture and Mass Customization in Housing Sector' In:, Kalsaas, B. T., Koskela, L. & Saurin, T. A., 22nd Annual Conference of the International Group for Lean Construction. Oslo, Norway, 25-27 Jun 2014. pp 1007-1018