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Making Mass Customization Work
Prof Frank Piller - RWTH Aachen University
ABSTRACT - IA growing heterogeneity of demand, the advent of "long tail markets", exploding product complexities, and the challenge of a commoditization of many product categories are challenging companies in all industries to find new strategies to address - and profit - from these trends. Mass customization meets this challenge by offering individually customized goods and services at mass production efficiency. We find that companies who adapt their business processes for mass customization often also open their frontend of innovation. Based on a study of more than 250 mass customizers in consumer and industrial markets, the session outlines the building blocks of successful mass customization strategies and provides ideas how to avoid the pitfalls of its implementation. Frank Piller's talk will share some of the latest research on setting up successful mass customization systems. He will discuss recent trends in product configuration systems and how these systems become the enbaler to utilize the opportunities of rapid manufacturing technologies.
Biography
Frank T. Piller is a professor in innovation management at RWTH Aachen University, Germany. He also is a co-director of the MIT Smart Customization Group at the Massachusetts Institute of Technology, USA. His research focuses on value co-creation between businesses and customers/users. Frequently quoted in The New York Times, The Economist, and Business Week, amongst others, Frank is regarded as one of the world's leading experts on mass customization, personalization, and open innovation. His blog, mass-customization.blogs.com, is the premier source of information on mass customization and customer driven value creation. He has consulted and delivered executive workshops for more than fifty companies, including Adidas, Bertelsmann, BMW, DaimlerChrysler, Dell, Lego, Lectra, Masterfoods, Nokia, or Siemens. As a member of the board of directors or as an investor, he also actively participates in shaping a number of mass customization businesses.
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