“…This means that the surveyed organisations do not perceive customisation as a competitive tool that will enable them to outperform their rivals. This finding is ironic in that the UK oil and gas industry has been perceived as an industry that requires a high level of innovation, especially due to the need to produce from the deep offshore fields (Bower and Young, 1995;Crabtree et al, 1997Crabtree et al, , 2000Cumbers et al, 2003;Cumbers and MacKinnon, 2004;Mackinnon et al, 2004). Clearly, the findings from this research point to less incidence of customisation within the industry, to such an extent that the ability to deliver customised products is not perceived as a competitive advantage.…”