New Directions for Mass Customization

Abstract

In the closing chapter of this book we would like to share with our readers our view about the future of the customer centric enterprise and the enabling strategies of mass customization, customer integration, and personalization. We will also comment on fields for further research necessary for the development of new processes, tools and programs for integrating the customer into value creating activities, both on the technological and the operational process side. We identify six areas where from our perspective and within our field of knowledge more research is needed most. These are also fields which we think require special attention when implementing a mass customization system: (1) Issues concerning the design of products and product architectures. (2) Consumer behavior with customer interaction tools. (3) Drivers of customer satisfaction and dissatisfaction with custom made products. (4) Impact of integrating a user and customer into value creation on knowledge management and information management. (5) Capability analysis and systems engineering for concurrency in value chains. (6) Measurement of value contribution in mass customization systems. Book Summary: Companies are being forced to react to the growing individualization of demand. At the same time, cost management remains of paramount importance due to the competitive pressure in global markets. Thus, making enterprises more customer centric efficiently is a top management priority in most industries. Mass customization and personalization are key strategies to meet this challenge. Companies like Procter&Gamble, Lego, Nike, Adidas, Land`s End, BMW, or Levi Strauss, among others, have started large-scale mass customization programs. This book provides insight into the different aspects of building a customer centric enterprise. Following an interdisciplinary approach, leading scientists and practitioners share their findings, concepts, and strategies from the perspective of design, production engineering, logistics, technology and innovation management, customer behavior, as well as marketing.