1. Suppose a firm invests in what turns out to be the "wrong" manufacturing or service process, given the business strategy. What will happen? Can you think of an example?
2. In general, would you expect to see production lines upstream or downstream of the customization point in a supply chain? What about job shops? Explain.
3. At many college athletic events, you can find plastic drink cups with the school logo printed on them. Twenty years ago these cups came molded in a variety of colors. Now nearly all the cups are white with only the printed logos containing any color. Use the concept of the customization point to explain what has happened and why.