Supply Chains for Energy Efficient Housing using Mass Customisation: Adopting Japanese housing models in the UK

Pablo Jimenez Moreno, John Brennan

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This study explores current housing supply chains to detect where processes of mass-customisation could be applied to increase the production of energy-efficient houses. Currently, most housebuilders in the property market overlook the advantages of providing energy-efficient houses. House buyers seeking sustainable options find few, or no possibilities to customise their houses in terms of energy qualities, restricted to furniture arrangements or aesthetic layouts. By contrast, Japanese house-manufacturers have realised that providing energy-efficient options (e.g. solar panels) result in an increase of sales, which is a consequence of applying a sophisticated customer-oriented marketing process called ‘mass-customisation’. A successful mass- customisation system relies on empowering customers in the design-decision-making process. Therefore, the relation of mass-customisation to energy efficiency is relevant in that it allows the users to choose the level of energy efficiency they want and can afford for their new house. This study compares the ways in which different housing companies involve customers in the design decision-making process by diagramming their supply chains. Nine housing companies were selected for this study: four housing manufacturers from Japan, three developers from the UK and two alternative models from the UK. This study concludes that there is potential for UK housebuilders to adopt mass customisation by implementing effective marketing and communication systems, but these have to be coherent with their business model and cash flow.
Original languageEnglish
Title of host publicationSecond International Conference for Sustainable Design of the Built Environment: Research in Practice
Subtitle of host publicationConference Proceedings
EditorsHeba Elsharkawy, Sahar Zahiri, Jack Clough
Pages494-505
Publication statusPublished - 2018
EventSecond International Conference for Sustainable Design of the Built Environment: Research in Practice - The Crystal, London, United Kingdom
Duration: 12 Sep 201813 Sep 2018

Conference

ConferenceSecond International Conference for Sustainable Design of the Built Environment: Research in Practice
CountryUnited Kingdom
CityLondon
Period12/09/1813/09/18

Keywords

  • mass customisation
  • sustainable housing
  • building

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