Supply chain strategies for product personalization

The research provides an overview of on-going personalization activities within the Italian footwear industry by presenting a classification of different personalization approaches and deepens the relationship between the personalization approaches and the supply network structure by considering the production location issue, supply network objectives and the interaction with customers. We conducted four in-depth case studies. This way the research contributes not only to the identification and formalization of personalization activities in the footwear industry, but also identifies a clear correspondence between personalization approachesand supply chain configurations, that is still a missing point within the literature.