ZEMCH 2015 - International Conference Proceedings | Page 505
International Conference | Bari - Lecce, Italy
Session VII
OPPORTUNITIES AND CHALLENGES TO MASS
CUSTOMIZE LOW-INCOME HOUSING IN BRAZIL
Patrícia A. Tillmann1, Carlos T. Formoso2 & Patrícia Tzortzopoulos3
1 NORIE, School of Engineering, Federal University of Rio Grande Sul, Brazil, [email protected]
2 NORIE, School of Engineering, Federal University of Rio Grande Sul, Brazil, [email protected]
3 Department of Architecture and 3D Design, School of Art, Design and Architecture, University of Huddersfield,
United Kingdom, [email protected]
Abstract
Mass Customization (MC) stands for the ability to develop high value-added products within
short time frames and at relatively low costs. Although this strategy has been successfully
applied in several industries, in construction it has been mostly limited to a few companies
that produce factory-built and manufactured homes. In Brazil, where traditional construction techniques are majorly adopted in low-income housing programs, there have been many
critics regarding the excessive standardization and thus, non-consideration of the increasing
diversity of households and their specific needs. Such standardization is mainly due to the use
of mass production core ideas as a way to achieve low costs. The aim of this paper was then to
explore the possibilities of adopting mass customization in this context. Two existing low-income housing programs in Brazil were investigated. The discussion on the opportunities and
challenges to introduce mass customization ideas in these programs are based on the analysis
of the product development process, as well as an analysis of household profiles and needs.
The results indicated that the household profile is very diverse in low-income housing. Thus,
demand for customization is high, as well as attributed to different products’ characteristics.
However, the product development process in this context was found to be very different
from a process of mass customized products. Despite the need to modify such process, it was
identified that mass customization can be achieved in a variety of ways, and does not necessarily imply on the modernization of construction techniques. However, a major challenge for
achieving higher customization in this context seems to be related to the programs’ rules and
how it restraints innovation and diversity.
Keywords
product development process, low-income housing, mass customization, value
management
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