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Mass customization and personalization news
Mass Customisation can be described as "enabling a customer to decide the exact specification of a product or service, and have that product or service supplied to them at a price close to that for an ordinary mass produced alternative". Read more
By Barry Winkless Hdip, MSc & Dr. John Cooney
The following article introduces and describes two novel problem definition tools. The tools include the Concurrent Problem Definition Tool, and the Innovation Hurdle Filter System. The rationale behind the development of these tools is discussed. Read more
by Dr. John Cooney and Barry Winkless Hdip, MSc
This paper expounds the need for a new paradigm for innovation at the problem space. It suggests that innovation needs to move beyond standard practice towards individualistic solutions that exceed consumer expectations. Read more
The revolution in commerce brought about by the Internet since the mid-1990's has been a major factor in the advancement of mass customisation. A product can be configured quickly on a mass customiser's website and the order can then be checked and confirmed. Of course, the finished product cannot be transmitted back to the customer through the telephone line. A three-dimensional object has to be forwarded by post or other delivery channel. Or does it? Read more
By Dr. Frank Piller
The ability to create new products is an important component of a firm's innovative capabilities. New products are crucial to diversify, adopt, and reinvent an organization in changing market and technical conditions. Yet despite the importance, firms find it difficult to create new products (and services). Often, innovations cause enormous investments, but flop and do not meet the desires of the target markets. Thus, management guru Peter Druckner demands: "Today no one needs to be convinced that innovation is important ... How to innovate is the key question." Read more
In the general model of mass customisation, the ability to produce at costs similar to mass production is proposed as being dependent on the use of modular components, which can be configured in various ways to produce a customised end product. This model will be successful in a large percentage of cases.
Suppose, however, that a mass customiser is engaged in the production of a highly complex end product, and wishes to provide configuration options beyond those available from standard component modules. How would a mass customiser address this requirement? Read more