Donal Reddington on mass customization, crowdsourcing and digital manufacturing


Paul Greenberg on Mass Customization

CRM blogger Paul Greenberg has an interesting recent post which touches on diverse topics, including his experience when ordering a new custom laptop bag from Waterfield Designs. He also discusses the different views on mass customization held by Joseph Pine and Shoshanna Zuboff .

He says:

Joe’s thinking on mass customization is defined on page 72 of his book where he says it “means efficiently serving customers uniquely, combining the co-equal imperatives for both low cost and individual imperatives present in today’s highly turbulent competitive environment.” This means modularization of both goods and services. Shoshanna, on the other hand thinks that the entire logic of managerial capitalism has to be thrown over for one of distributed capitalism where the new enterprise are flexible federations of companies working to provide that individual value. So that mass customization in her eyes doesn’t work.”

You should read the full post to follow his analysis of the Experience Economy. Paul Greenberg is a heavy hitter in the world of CRM commentary. One to add to my blogroll!

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