The diffusion network of research knowledge in operations management

Thirteen years of Operations Management Research (OMR) journal: a bibliometric analysis and future research directions

The journal of Operations Management Research (OMR) is a rigorous journal that started its publication in 2008. It publishes short, focused research studies that advance both the theory and practice of operations management. Considering the relevant OMR’s contribution to the field of Operations Management in the last years, this study provides an overall assessment of the journal performance by conducting a retrospective review. To elaborate on OMR's temporal development in terms of publications, authors, affiliated institutions and countries, citation patterns, and conceptual structure, we extract publications from Scopus database for the period 2008–2020. We rely on bibliometric techniques in addition to bibliographic coupling, keyword analysis, and content analysis. 166 documents were analyzed using RStudio, VOSviewer, and Microsoft Excel. Findings emphasize OMR’s steady productivity growth (3.24%). Narrowly, Olhager J. is the most productive authors while Kalchschmidt M. and Stentoft J. are the most influential authors (H-index of 4). Furthermore, USA contributes to the highest number of publications while UK is the most influential country in terms of citations. Cranfield School of Management, UK stands as the top cited university. The analysis of the thematic evolution concludes to three main clusters: "Manufacturing and Supply chain Performance", "Six Sigma and Lean Management", and "Reshoring, Backshoring and Offshoring". This study recommends to further investigate the implications of the fourth industrial revolution and the sequels of COVID-19.

Competing through manufacturing: countering a product's liability of foreignness through mass customization

Purpose

The operational capability of mass customization (MC) allows consumers to obtain products tailored to their idiosyncratic needs. This study aims to provide insights into the potential of this capability for countering a product's liability of foreignness – the negative effect of the out-group status of a product's country of origin (COO) on consumers' evaluations of the product.

Design/methodology/approach

Based on the social identity approach, it is hypothesized that this liability is reduced when a consumer product is mass-customized rather than standardized as per a mass-production strategy. This hypothesis is tested using a mixed between- and within-subject experiment.

Findings

When evaluating mass-produced sneakers, native German-speaking (Italian-speaking) South Tyrolean consumers rated the quality of Italian (German) sneakers significantly lower than that of German (Italian) sneakers. However, when the sneakers were mass-customized, this difference in perceived product quality was non-significant for both groups of consumers, supporting the research hypothesis.

Research limitations/implications

Future research could replicate this study in other samples, with other product types, COOs and countries of destination, as well as at different degrees of product customization.

Practical implications

Business-to-consumer firms contemplating the development of their MC capability are made aware that the benefits of this operational capability might go beyond the typical advantages highlighted by the existing literature.

Originality/value

This paper joins the discussion on MC value by offering a theoretical explanation and empirical support for another mechanism through which the operational capability of MC can create value, at least in business-to-consumer industries: by countering a product's possible liability of foreignness and thus increasing perceived product quality in export markets.