Purpose Mass personalization (MP) presents challenges such as highly individualized orders and fluctuating demand, requiring more flexible supply chains. This study explores supply chain flexibility (SCF) through a collaborative lens and proposes a framework capturing the dynamic, interdependent nature of supply chain relationships, addressing a key empirical gap on how collaboration mechanisms affect SCF in MP contexts. Design/methodology/approach A single case study was conducted of a European bicycle manufacturer with an established MP strategy and SCF experience. Using an abductive approach, we analyzed semi-structured interviews with internal managers, suppliers, and retailers through a three-stage coding process. Findings Based on Cao et al.’s (2010) collaboration framework, nine supply chain collaboration (SCC) mechanisms supporting SCF were identified, including novel MP-specific mechanisms such as rolling forecasts, order adjustment and digital product configurators. These mechanisms are organized into two interrelated flexibility dimensions: spanning flexibility, referring to rapid and accurate information dissemination across supply chain actors, and ecosystem flexibility, representing a firm's capacity to establish adaptive, trust-based and enduring collaborations with key partners. The study highlights the mutually reinforcing nature of these mechanisms in enabling SCF in MP contexts. Originality/value This study is among the first to examine the intersection of MP, SCC and SCF. It contributes a revised model of network-oriented SCF, introduces and categorizes MP-specific SCC mechanisms, and emphasizes the role of ecosystems. Findings offer actionable insights for managers seeking to align SCC with personalization goals.
Peñalba-Aguirrezabalaga et al. (Tue,) studied this question.