Business model and customization in modular construction in the UK

Construction is commonly seen as an industry with low efficiency and productivity. Offsite construction is presented as a potential way to improve construction efficiency and has been promoted by the UK government recently, which has been encouraging the adoption of Modern Methods of Construction. In offsite construction, the production of modules allows them to be almost completely made inside a factory, leaving only the installation and the finishes between modules to be done on-site. However, the adoption of offsite modular construction has seen only marginal increases and the standardization of designs is one of the possible reasons for that. To improve this scenario, companies could use the strategy of mass customization. Nonetheless, not all companies are prepared or want to use this strategy, due to their business models. Therefore, it is necessary to know how existing companies are acting in the market to offer customization. In this sense, the objective of this study is to promote a discussion of how the business model influences customization in the United Kingdom through case studies of companies operating in different sectors and installed in several regions of the country. The research indicates that companies have very different business models, which influence the offer of customization. Different competitive strategies imply in the specific use of technologies and choice of the production process. Several factors are interconnected and essential for offsite modular construction companies to remain competitive in the market.