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

Mass customization and sustainability are two paradigms whose importance is growing in the current competitive environment since they allow companies to enhance their value proposition and strengthen their competitive position. Aim of this paper is to investigate how the implementation of such concepts impact on the supply chain design starting from the shifts in the product design. The analysis is mainly of a conceptual nature, but some empirical evidence is taken from the footwear sector. Further empirical analysis is called for to further test the assumptions. The piece of research presented is an analysis carried out within a wider research project aimed at analysing the integration of mass customization and sustainability in the same supply chain.