Mass production refers to the production of standardized products on a large scale. While online configurators have been around for years, user interaction in the past was limited to selecting a few configuration options in a form. Mass customization presents an enticing promise, but as a manufacturing trend it is still in its infancy, and companies may find that the availability of industry testimonials and academic research is underdeveloped. Industrial designdepartment, xian jiaotongliverpool university, suzhou 215123, china. Mass customization, as ability to use of flexible processes and organizational structures to produce varied and often individually customized products and services at the price of standardized, mass produced alternatives hart 1996, is seen as a solution in this inconsistent situation. How mass customization is changing the manufacturing industry. In this work, we take a look at the current state of art in research in the area of mass customization. Scanias main characteristic is a modular product range and a value chain that is based on the production of the modules. Mass customizationa lean and agile supply chain required.
They suggest that mc is a unique strategy whose implementation promises acrosstheboard improvement in all four of the competitive priorities price, quality, flexibility. The next revolution in mass customization jerry wind arvind rangaswamy f abstract in this conceptual paper, we propose that the next stage of evolution of mass customization is customerizationa buyercentric company strategy that combines mass customization with. Why wouldnt people want to be treated as individual customers, with products tailored to their specific needs. Mass customization as a solution for the service industry. Industry examples are used in categorization of mass customization and corresponding technology is presented. Personalization technologies can help to alleviate the challenges.
Customized, personalized and reconfigurable products the. Of course, the duplicated data is not simply removed from the database, since that could harm accountability. International journal of mass customisation ijmassc. Mass customization is a strategy that makes it possible for a firm to customize products to individual customer requirements and producing those with the standards of mass production.
Abstractsince its inception in the 1980s, mass customization has seen a mixed response both from the industry and researchers alike. An introduction to personalization and mass customization. The term of mass customization can be considered an oxymoron term which is consisted of two different opposite concepts 2, 23, 24 such as mass production and craftsmanship. Mass customization mass customization holds out major promise for creating new business opportunities, improving cash. Mass customization manufacturing and its application for mobile phone production. These empirical methods represent a complete subproduct. This work will refer to companies applying the mass customization concept which gives us an indication of the relevance of mass customization. This feature is usually employed in a word processing document which contains fixed text which is the same in each output document and variables which act as. Most companies can benefit from mass customization. Mass customization started in the late 1980s when companies, faced with increased competition in the marketplace, started to look for alternatives to the mass production.
This paper suggests links between postponement, mass customization and rapid fulfilment in the light of merge intransit retailing mit. Zheng institute of production engineering, zhejiang university, hangzhou 310027, china abstract a group of graphical models and mathematical models are used to describe the methods of mass customization mc. Mass customization therefore can be characterized as a production system with a high degree of customer interaction. Mass customization as a solution for the service industry 7 052012 maarten ter harmsel 1. Mass customization calls for flexibility and quick responsiveness. The paper discusses the links between rapid fulfilment, mass customization, and postponement in the light of merge intransit retailing. Moreover, the concept is also utilized in the development of marketing strategies for product and service lines and during the process of recognizing the target audience of a brand or business. Such systems combine the low unit costs of mass production processes with. A product should be designed so it consists of independent modules that can be assembled into different forms of the product easily and inexpensively.
Mass customization refers to a business strategy that conciliates two different business practices, which are mass production and craft production. The paper ends with a reflection of the development of mass customization at adidas. Pdf the analysis and implementation of mass customization mc systems has received. Mass customization mc as a business strategy is designed to simultaneously compete on two rival competitive prioritiesthe price and customization level of a product. As joe pine makes clear, innovative companies are embracing a new paradigm of management mass customization that allows them to create greater variety and customization in their products and services at competitive prices, or better. May 21, 2008 mass customization mc as a business strategy is designed to simultaneously compete on two rival competitive prioritiesthe price and customization level of a product. This paper surveys the literature on mass customization. Masscustomizationnewsletter kostenlos zu beziehen unter dieser www adresse. Research of the optimization methods for mass customization mc. The relationship of mass customization to the entire organization may play a critical role in the success of a mass customization strategy. Mass customization for fabricated parts or products the model illustrated in figure 2 shows how to mass customize fabricated parts or products. Mass customization is a marketing and manufacturing technique which combines the flexibility and personalization of custommade products with the low unit costs associated with mass production. Depending on the level, different customer involvement and enabling technology options are used to facilitate mass customization.
They want mass personalization, which can only be had when the human touch returns to manufacturing. Rapid manufacturing defined as the direct production of finished goods from a rapid prototyping device remains at present more a goal than reality for industry. Combining the best of both promises exciting choices for consumers and new opportunities for businesses. The possibility of creating modular components results in flexibility and variety for customers. Mass customization sometimes is defined by the requirement that the individualized goods are provided at prices comparable to a mass produced item pine, 1993. Is mass customization really the best way to deliver variety to consumers. Customers are provided with basic product and a range of features that they can add or subtract to get a unique product.
Mass customization mc, within the marketing, manufacturing, and management contexts of an organization, is the use of flexible, computeraided manufacturing systems to produce custom outputs in a mass production environment. Although mass customization appears to be an oxymoron made up of two contradictory terms mass production and customization it is very much a reality today as several companies in the united states and the world are using this concept in their daily production and operations management. Anderson is a californiabased consultant specializing in training and consulting on buildtoorder, mass customization, leanflow production, design for manufacturability, and cost reduction. Here we consider flexibility in automotive order fulfillment systems to enhance the ability to satisfy customers with their desired vehicle variants within acceptable delivery lead times. Applying principles of mass customization to improve the. Pdf mass customization and mass production researchgate. In the julyaugust 2007 issue of apics magazine, the relevant research department was titled mass customizations many faces.
Research of the optimization methods for mass customization mc x. Review article 3d food printingan innovative way of mass customization in food fabrication jie sun 1,2, zhuo peng 3,4, liangkun yan 3, jerry y. We also discussed the concept intensively at various conferences and workshops with managers and scholars alike. Applying methods of mass customization to the empirical process can improve product development process efficiency and reduce time and cost.
The pinnacle of differentiation and brand loyalty published on september 9, 2015 september 9, 2015 16 likes 2 comments. Handcrafting is not feasible on a large scale, and mass customization requires a fundamental rethinking of the way operations run. Mass customization, sap info the sap magazine, vol. New potential in ebusiness and the concept customer relationship. The customized products are provided at the same price as of the number of mass production products.
Such systems combine the low unit costs of mass production processes with the flexibility of individual customization. The value offering of mit can be exploited only if this operational strategies can be understood for implementation. With the technological advances of manufacturing, information technology, communication, and product design, higher levels of mass customization can be realized. Articles on mass customization, build to order, and several. Mail merge consists in combining mail and letters and preaddressed envelopes or mailing labels for mass mailings from a form letter microsoft word can insert content from a database, spreadsheet, or table into word documents. Learn vocabulary, terms, and more with flashcards, games, and other study tools. This refers to production in batch sizes of one to meet customer specific demand. May 27, 2017 mass customization as a stateoftheart production paradigm aims to produce individualized, highly variant products and services with nearly mass production costs. Mass customization allows companies to profit from the heterogeneity of the market, says frank piller, professor of management at rwth aachen university in. The main part of this chapter will focus on the development of mi adidas, the central customization offering of adidas.
In 1998, fortune magazine declared mass customization the organizing principle for manufacturers in the 21st century. Mass merge utility user guide blackbaud professional services proprietary information 012015 i page 3 purpose the mass merge tool is a way to remove duplicate data from a database. Today, that model is a major cause of the nations declining competitiveness. Mass customization is an important business concept, which numerous brands are adopting these days. Mass customization, in marketing, manufacturing, call centres, and management, is the use of flexible computeraided manufacturing systems to produce custom output. Difference between concepts of mass production and mass. Mass customization is a useful marketing solution for acquiring and retaining consumers and building long term relationships with them.
This paper represents an exploratory study, conducted to find out the relevance of mass customization by employing case studies. In view of the fact that nearly eight years have elapsed since then, it seemed appropriate to update how mass customization is looking today. Companies around the world have embraced mass customization in an attempt to avoid pitfalls. Andersen windows can build a window to fit any house. Most importantly, the mass customization described above and enabled by industry 4. Hoffmanschroff has adopted this model to build a wide variety of standard and customized sheet metal electrical enclosures.
Companies that have succeeded with masscustomization business models. Variation represents mass customization, where less knowledge and imagination are required but more play is needed to develop a personal innovation. The emerging era of mass customization, the merging of technology with mass production. The phrase mass customization is striking, for it seems a contradiction in terms. The team carried out a conjoint analysis, a market research technique, to see whether there is a tradeoff between price, delivery waiting time, type of.
Standard products are produced and stocked in the warehouse, availing to be. Mass customization can be defined as the ability of a company to deliver modified goods and products to fulfil the needs of individual customers. Mass customization mc, within the marketing, manufacturing, and management contexts of an organization, is the use of flexible, computeraided manufacturing systems to produce custom outputs in a mass. Mass customization is not an oxymoronit is reality. Mass customization has been identied as a competitive strategy by an increasing number of companies. Many more examples are documented in the business press. But many managers have discovered that mass customization itself can produce unnecessary cost and complexity. That is the question a research team in australia hoped to answer in the latest issue of the international journal of mass customisation. The rise of mass customization in the 1990s has been both a response to and, with the pioneers success, the impetus behind the now commonplace notion of segments of one.
Mass customization an overview sciencedirect topics. Are customers willing to pay more for mass customised products. The team carried out a conjoint analysis, a market research technique, to see whether there is a trade. Jul 14, 2014 mass customization also creates an interface between the manufacturer and the customer, enabling collaboration and open innovation. Eugene merchant 1 received on january 8,1996 abstract mass customization has recently received a significant amount of attention by the business community. Mass customization is the process of delivering widemarket goods and services which are modified to satisfy a specific customers need. I would caution that mass customization is not for all manufacturingjust some. Today, mass customized products seem to be everywhere. Major areas of research in mc, and journals in which works have been. This study attempts to use a theoretical basis and empirical analysis to investigate relationships among mass customization process and success factors necessary to make it work. Mass customization of digital products in electronic commerce. Mass customization, in marketing, manufacturing, call centres and management, is the use of flexible computeraided manufacturing systems to produce custom output.
Articles on mass customization, build to order, growth, lean production, kanban, standardization, rationalization, training, mass production, and more. The application of 3d printing technologies, however, promises to merge rapid prototyping capabilities with the high. Hence, mass customization creates both benefits for customers and organizations. Mass production implies uniform products, whereas customization connotes smallscale crafts.
The four faces of mass customization ideas and advice. Manufacturing processes should be designed so that they, too, consist of independent modules that can be moved or rearranged easily to support differ. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization mass customization is the new frontier in business for both manufacturing and service industries. Mass customization refers to the development, production, marketing, and delivery of a customized product or service that offers various customizing options, enabling an individual to find exactly what they need at a reasonable price. The partnership between adidas and 3dprinting startup carbon inc. Article on mass customization as a cost reduction strategy. Mass customization as a solution for the service industry 5 052012 maarten ter harmsel preface this thesis is the conclusion of the master business administration i started in february 2010.
Mass customization has been viewed as desirable but difficult to achieve in the volume automotive sector. Mass customization can result in a challenging manufacturing. Empirical methods are used to develop predictions of product behavior in conjunction with analytical methods or instead of analytical methods. Nov 14, 20 the idea of mass customization has been around for a long timelevi strauss offered custom jeans for 10 years starting in 1993, for examplebut it never caught on. In clothing, mass customization can be applied at several specific levels or at multiple levels in the production process, as indicated in table 8. Stateoftheart and challenges thorsten blecker and nizar abdelkafi hamburg university of technology, department of business logistics and general management abstract. The following press reports provide a good introduction into mass customization and open innovation. Tseng, jianxin jiao, department of industrial engineering and engineering management, the hongkong university of science and technology submitted by m. The effect of mass customization on competitive strategy. Mass customization, mass production, postponement, supply chain. When we think of becoming lean, in many ways, the ultimate process strategy to accomplish this is what is known as mass customization. A report on mass customization 2000 held in munich is on 5 october 2000 in frankfurt is presented.
Introduction in order to survive in todays competitive economy, and to. The prospect of mass customization has been like the end of a rainbow. The goal of mass customization is to achieve choice at a low cost through the use of technology. In fact, everything from web design to order management to shipping not to mention the actual manufacturing process has to change to accommodate a market of one.
Consumers can get their names printed, sewn, or embossed on nearly anything. How technology can drive the next wave of mass customization. They are realizing that they did not examine thoroughly enough what kind of customization their customers would value before they plunged ahead. A bain survey of more than 1,000 online shoppers found that while less than 10% have tried customization options, 25% to 30% are interested in doing so. How technology can drive the next wave of mass customization 5 provide a userfriendly and speedy way to gather a consumers customization prefer ences. This article will help you to differentiate between the concepts of mass production and mass customization. Mass customization mc, a concept that came up in the late 1980s, describes the ability to offer products or services, which are individually adapted to the needs of each customer throughout. Mass customization is a marketing and manufacturing. Mass customization may enhance overall firm performance, including the design and production of standard products, through information gained regarding customer preferences. While it is hard to gauge the overall potential of customization, if 25% of online sales of footwear were customized, that would equate to a market of.
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