When stan davis coined the term mass customization over 20 years ago, it. Individualization, competitive pressure, and mass customization it is the customer who determines what a business is. The key to mass customizing effectively is postponing the task of differentiating a product for a specific customer until the latest possible point in. Pdf mass customization aims to deliver products and services that best meet individual customers needs with near mass production efficiency. Postponement, mass customization, modularization and. At the time, gilmore and pine set forth four different customization classifications. Companies around the world have embraced mass customization in an attempt to. Mass customization in the mobile phone industry and the four. Everything you need to know about mass customization. Doing so, we want to integrate the marketing view of personalization and mass customization with the visualization of the personalization performance system. This chapter will also provide a definition of concepts and an economic motivation of personalization and mass customization. By understanding the four basic approaches to customization. Pdf an overview of mass customization in practice semantic.
As a result, mass customization as a production strategy has drawn attention from. Hart 1996 defines mass customization as using flexible processes and organizational structures to produce varied and often individually customized products and services at the price of standardized mass produced alternatives p. However, there is no consensus on the concept of mass customization, but only a generally accepted framework exists to explain successful practices. This chapter will give a conceptual overview of the personalization concept and will discuss how mass customization product personalization can be useful accompanied by other personalization activities, e.
Collaborative, adaptive, cosmetic, and transparent. Mass customization an overview sciencedirect topics. Mass customization is the capability, realized by a few companies, to offer individually tailored products or services on a large scale. Consumer and producer engage in a dialogue to determine customer requirements. Mass customization manufacturer the idea of a mass customization toolkit is to get access to an artifact representing the customers needs customer domain locus of need information manufacturer domain locus of solution information mass production advanced development design build prototypes test feedback s engineer to order. Citeseerx citation query the four faces of mass customization. In this article, the authors provide a framework to help managers determine the type of customization they should pursue. Individualization, competitive pressure, and mass customization it is the customer who determines what a. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization. When stan davis coined the term mass customization over 20 years ago, it truly was an.
Individualization, mass customization, mass customization strategies, mass customization myths, mass customization information cycle, mass customization concepts 1. Mass customization can also generate valuable data that may be used in the development of standard products and in online marketing and publicrelations campaigns. And these four categories still ring true to this day. Mass customization, in marketing, manufacturing, call centres, and management, is the use of flexible computeraided manufacturing systems to produce custom output. From the american system to mass production, 1800 1932. Now customize the name of a clipboard to store your clips. It is argued that while mass customization can, and often does, increase the value of an o. Feb, 2012 a harvard business revieuw article published in the same year 1997 tells us about the four faces of mass customization. Researchers of the mass customization domain face not only challenges of proper and timeless identification of latest practical trends. Understanding mass customization the flexibility that comes with mass customization enables the customer or retailer to mix and match the modules into different configurations and eventually realize a final custommade product.
Customers not only have high economic switch cost, and also face psychological. But many managers have discovered that mass customization itself can produce unnecessary cost. Customer driven manufacturing versus mass customization. Pdf enterprises in all branches of industry are being forced to react to the growing individualization of demand. The key to mass customizing effectively is postponing the task of differentiating a product for a specific customer until the latest possible point in the supply network. Apr 09, 2012 in part one of this series, frank piller, a leading expert on mass customization, personalization and open innovation, discusses the goals, scope and core capabilities of mass customization. The new frontier in business competition, harvard business school press, boston, ma. In view of this four major mass customization strategies were. Apr 15, 2001 and mass customization has been touted as the premier way of achieving that goal. Collaborative customization conduct a dialogue with individual customers. The four faces of mass customization joseph pine and james gilmore jan. The only difference is that the advent of ecommerce has made customization products much more readily available and ondemand. It is the customer who determines what a business is drucker, 1954.
Until now, no framework has existed to help managers determine the type of customization they should pursue. Pdf bicycle manufacturing is a mature industry in taiwan and several companies already own the worldknown brands such as giant, merida and khs. Mass customization overview, how it works, processes, types. The goal of the postponement is to delay the customization as late as possible in the supply chain. Review and research directions, international journal of. But there are several ways to deliver variety, and mass customization may not always be the best. Jan 07, 2016 the four faces of customization collaborative adaptive cosmetic transparent 9 10. Adaptive customization offer one standard but customizable product and users can alter it. At its core, is a tremendous increase in variety and customization without a corresponding increase in costs. May 28, 2019 what are the four faces of mass customization. Affiliation 1 strategic horizons, cleveland, oh, usa. Mass customization has been praised as an innovative approach that would result in changes in business paradigm.
We have identified four distinct approaches to customization, which we call collaborative, adaptive, cosmetic, and transparent. The four main phases of mass customization include collaborative, adaptive, cosmetic, and transparent customizations. For business whose customers cannot articulate what they want. Focusing on the customer, however, is both an imperative and a potential curse. At its core, is a tremendous increase in variety and customization. Lutron controls is a good example of a company that entered into mass customization as a matter of survival. Mass customization in the mobile phone industry and the. We will then discuss the situation of the athletic footwear industry and different approaches to mass customization in this industry. The new frontier in business competition, harvard business school. As introduced by gilmore and pine 1997, there are four major mass customization strategies defined from the perspective of customer involvement in the manufacturing process. Pdf exploring case study on mass customization of domestic. When designing or redesigning a product, process, or business unit. Abstract mass customization combines the advantages of mass production and customization.
The proposed typology establishes a foundation for four research priority areas that can improve both academic rigor and practical. This paper focuses on four interrelated strategies. Mass customization has been identified as a competitive strategy by an increasing. Mass customization is the new frontier in business for both manufacturing and service industries. Mapping the scientific research on mass customization.
Mass customization, crowdsourcing and digital manufacturing. The four faces of customization collaborative adaptive cosmetic transparent 9 10. They can be applied individually or in any combination with others, depending on the manufacturing and customer requirements. Virtually all executives today recognize the need to provide outstanding service to customers. Four approaches according to gilmore and pine 1997, there are four main approaches to mass customization. The four faces of mass customization v1 slideshare. Although mass customization, a term introduced by davis 1987 to describe the oxymoron of mass producing customized products, has been part of research for more than a decade, literature has not come up with a commonly accepted definition of this term up to now.
Request pdf on researchgate the four faces of mass customization virtually all executives today recognize the need to provide outstanding service to. Mass customization with configurable products and configurators. The effect of mass customization on competitive strategy. The paper discusses four different approaches towards mass customization. The company found that, by providing products according to each customers unique specifications, they could survive and grow in the competitive market of lighting controls icm conferences inc. Configurable products are an important way to achieve mass customization. In their desire to become customer driven, many companies have resorted to inventing new programs and procedures to meet every customers request. Gang xiong, in service science, management, and engineering. We also describe the opportunities and challenges companies face in deploying a customerization strategy, and the potential bene. The four faces of mass customization by understanding the four basic approaches to customization, managers can tailor their products to meet their customers unique needs at a low cost. Mass customization has the potential to help companies increase revenue and gain com petitive advantage, improve cash flow, and reduce waste through ondemand production. Customize services customize services 1 degree of organizational turbulence ce 1. Pdf notes on outsourcing and mass customization dipesh. A dynamic model of customer retention in mass customization.
For example, if a furniture company would offer mass customization, it is most likely to offer various customization of components such as a change in fabric, sectional pieces, round or rectangular bed, multiple designed furniture legs, etc. Advantages of mass customization 31 additional sales by opening up new consumer groups, obtaining higher profits customers are willing to pay large premiums for a product that fits better customized products and services will differentiate against traditional. Pdf development of a webbased mass customization platform. Mass customization, success factors, customer integration, collaborative. The development of manufacturing technology in the united states. Postponement, mass customization, modularization and customer. The concept of mass production was introduced in the 1800s and reached its full development in the 1920s. Focusing on the customer, however, is both an imperative and a. Clipping is a handy way to collect important slides you want to go back to later. The purpose of this paper is to ask the question does mass customization really hold the key to customer 1. Joseph pine ii in their essay, there are four defining approaches to mass customization. Group 1 gaurav tomar kumar mayank prashant sharma aishwarya alagh tushar. How technology can drive the next wave of mass customization.
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