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Title

Mass Customization Scenarios

Author

Frank Steiner, Frank Piller, Eduardo Saiz, Eduardo Castellano, Jone Uribetxeberria

Uploaded by

Frank Steiner on 9/25/2011

Status

not published

Category

Academic Papers

Industry

No specific industry

Content Focus

Company related – robust process design

Keywords

Mass Customization, Strategy, strategic Management

Abstract

Mass Customization is a manufacturing paradigm that is completely different from Mass Production, a paradigm that has been widely accepted throughout the 20th century. Companies that want to change paradigms from Mass Production to Mass Customization need to reconsider their business strategy: How to restructure the organization and its manufacturing processes? Knowing that with Mass Customization every customer needs to be treated differently, the existing products and processes cannot be used anymore. Products have to be adapted in order to make them more flexible: important keywords in this sense are “modularity”, “product platforms” or “product architecture”. In an ideal case, MC‐Products have to be structured in a way that allows the manufacturer to offer a product variation for each individual customer.

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