7 Jan The Four Faces of Mass Customization Presented By: Group 1 Gaurav Tomar Kumar Mayank Prashant Sharma Aishwarya Alagh Tushar. 29 Apr According to James H. Gilmore & B. Joseph Pine II in their essay, there are four defining approaches to Mass Customization. By understanding the four basic approaches to customization, ered that mass customization, too, can produce un- tal image of the consumer’s face.

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Intraoperative Tracheostomy Tube Customization. Moreover, this approach seeks to help clients who struggle to spot exactly what they want and find themselves confused between a huge amss of options. Although this type of customization is, as its name suggests; cosmetic, it offers great value to a lot of clients. Mass customization is mmass important business concept, which numerous brands are adopting these days. Similarly, Macbooks are available in different RAM sizes, hard disk capacities and the outer finish to provide users exactly what they are looking for.

February 25, by Martin 2 2.

This concept is utilized in numerous business types for instance in software that allow users to change or add certain functionalities according to their requirement. In fact, some companies use the distribution method as the mass customization process whereas other companies alter and make modifications to thd delivery systems to ensure customization.

The four faces of mass customization.

Virtually all executives today recognize the need to provide outstanding service to customers. Businesses that follow the approach of adaptive customization offer one standard product to the customers along with a few customization options.

Virtually all executives today recognize the need to provide outstanding service to customers. Harvard Business Review, 75, When designing or redesigning a product, process, or business unit, managers should examine each approach for possible flur into how to serve their customers best.


Please review our privacy policy. Majority of the marketing and production experts think that the concept is here to stay. Challenges with supply chains: Subscribe Replies to my comments All comments. Generate a file for use with external citation management software. They have identified four distinct approaches to customization. On the contrary, products that cannot exist without customization will be customized no matter what happens to this concept.

Until now, no framework has existed to help managers determine the type of customization they should pursue. The delivery systems in mass customization for business-to-business products are different.

Mass Customization: What, Why, How, and Examples

cuwtomization Please use the Login form or enter another. We use cookies to ensure that we give you the best experience on our website. But many managers have discovered that mass customization itself can produce unnecessary cost and complexity.

In fact, it provides a lot of assistance, food-for-thought and motivation to entrepreneurs as well. Until now, no framework has existed to help managers determine the type of customization they should pursue.

Mass Customization: What, Why, How, and Examples

Turn on employer branding and benefit from more relevant job applicants and shorter time-to-hire. This has renewed the delivery systems with customers always staying on top of the updates through various mobile apps, emails, regular updates from the company or the online progress tracking system if the company has any.

We no longer have consumers that are dumb and have big corporations dictating to them what they want. The global production industry began with mass production, which focused on producing standardized products for the masses. Music based companies such as Volatile Media and Musicmaker have become successful in this arena through delivering customized CDs. The systems of suppliers are mostly optimized and designed for producing prearranged amount of products rather than catering to any unforeseen demand.


Once a business is established and thriving in its home market, it is often seen as the right time …. Boost your job visibility and reach more highly qualified active and passive job seekers A boosted job also called premium job will be shown ahead of all other similar basic jobs in the job search.

In cuustomization cases, a single approach will dominate the design. But as customers and their needs grow increasingly diverse, such an approach has become a surefire way to add unnecessary cost and complexity to operations. There are different approaches and types of mass customization, and hence entrepreneurs can use this production method in the way that suits them the best.

They have identified four distinct approaches to customization.

The growth of aging population in developed countries necessitates a better performance of the healthcare system in order to improve the healthy life expectancy of elderly people. Mass customization requires trained sales representatives at outlets so that the concept can be implemented.

This approach is ideal for a client-base that has different expectations from the product in different situations and occasions. Companies such as Levi Strauss, The Custom Foot, and Ascot Chang make use of retail models that require them to employ trained and professional sales staff to take custom measurements in the factory outlet of the brand.

Therefore, different mass consumer groups are targeted in mass customization rather than targeting a single client. Collaborative customizers talk to the clients to help them recognize what they need, to recognize factors that will fulfill those needs and to create customized products following those guidelines.