Integrated product and supply chain design: bridging the gap towards networked environment for effective implementation of a sustainable mass customized solution

The introduction of new production paradigm often implies a comprehensive redesign of products and of the supply chain producing them. This paper presents a theoretical framework allowing to identify the challenges and requirements imposed by a certain paradigm, specify which supply chain actors are impacted by each enabling factor and finally to describe deeper into details which kind of modifications have to be implemented by each supply chain actor in order to ensure the effective adoption of the new production paradigm. The general framework has been instantiated looking at two paradigms whose importance is growing in the current competitive environment, namely Mass Customization and Sustainability. The effective implementation of these two paradigms allows companies to enhance their value proposition and strengthen their competitive position. Aim of this paper is to investigate which are the enabling factors of these paradigms and how their implementation impacts on the supply chain design. This allows to identify the modifications to be implemented by each supply chain actor starting from the shifts in the product design. The use of the conceptual framework is illustrated by empirically applying it to the footwear sector. The empirical evidences about the footwear sector demonstrate the utility of the proposed framework. The general applicability of the framework and its extension/refinement is currently carried out within a wider research project aimed at analyzing the integration of mass customization and sustainability in various industrial sectors.