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293:-based product configurators that make it possible to add and/or change functionalities of a core product or to build fully custom enclosures from scratch. This degree of mass customization, however, has only seen limited adoption. If an enterprise's marketing department offers individual products (atomic market fragmentation), it doesn't often mean that a product is produced individually, but rather that similar variants of the same
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281:, p. 348) highlights that mass customization involves balancing operational drivers by defining it as, "the capability to manufacture a relatively high volume of product options for a relatively large market (or collection of niche markets) that demands customization, without tradeoffs in cost, delivery and quality".
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and personal marketing orientation). This information is then used to specify and manufacture a product that suits that specific customer. For example, some clothing companies will manufacture pants or jackets to fit an individual customer. This is also being taken into deeper customization via 3D
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Kamis, Koufaris and Stern (2008) conducted experiments to test the impacts of mass customization when postponed to the stage of retail, online shopping. They found that users perceive greater usefulness and enjoyment with a mass customization interface vs. a more typical shopping interface,
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From collaborative engineering perspective, mass customization can be viewed as collaborative efforts between customers and manufacturers, who have different sets of priorities and need to jointly search for solutions that best match customers' individual specific needs with manufacturers'
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concurred, calling it "a strategy that creates value by some form of company-customer interaction at the fabrication and assembly stage of the operations level to create customized products with production cost and monetary price similar to those of mass-produced products". Similarly,
217:. At its core, is a tremendous increase in variety and customization without a corresponding increase in costs. At its limit, it is the mass production of individually customized goods and services. At its best, it provides strategic advantage and economic value.
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Companies that have succeeded with mass-customization business models tend to supply purely electronic products. However, these are not true "mass customizers" in the original sense, since they do not offer an alternative to mass production of material goods.
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Transparent customization – Firms provide individual customers with unique products, without explicitly telling them that the products are customized. In this case there is a need to accurately assess customer needs. Example: Google
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item are available. Additionally, in a fashion context, existing technologies to predict clothing size from user input data have been shown to be not yet of high enough suitability for mass customization purposes.
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Cosmetic customization – Firms produce a standardized physical product, but market it to different customers in unique ways. Example: Soft Drink served in: A can, 1.25L bottle, 2L bottle.
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Januszkiewicz, Monika; Parker, Christopher J.; Hayes, Steven G.; Gill, Simeon (2017). "Online
Virtual Fit is not yet Fit for Purpose: An Analysis of Fashion e-Commerce Interfaces".
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Proceedings of 3DBODY.TECH 2017 - 8th
International Conference and Exhibition on 3D Body Scanning and Processing Technologies, Montreal QC, Canada, 11-12 Oct. 2017
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Kamis; Koufaris; Stern (2008). "Using an
Attribute-Based Decision Support System for User-Customized Products Online: An Experimental Investigation".
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Kaplan, Andreas; Haenlein, Michael (2006). "Toward a
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Mass
Customisation – Overview [https://archive.today/20120907145720/http://www.managingchange.com/masscust/overview.htm Archived
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the task of differentiating a product for a specific customer until the latest possible point in the supply network".
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Adaptive customization – Firms produce a standardized product, but this product is customizable in the hands of the
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lets consumers chose the color or pattern of every element of certain types of shoes, either in-store or online.
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McCarthy, Ian (2004). "Special issue editorial: the what, why and how of mass customization".
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lights, which are programmable so that customers can easily customize the aesthetic effect.
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Mass customization is the new frontier in business for both manufacturing and
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He suggested a business model, "the 8.5-figure-path", a process going from
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Many implementations of mass customization are operational today, such as
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processes with the flexibility of individual customization.
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Gilmore, James H.; Ii, B. Joseph Pine (January 1997).
634:"Smart Manufacturing Enables Mass Customization Trend"
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659:"The Four Faces of Mass Customization"
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