William J. Mitchell, Frank T. Piller, Mitchell Tseng, Ryan Chin, Betty Lou McClanahan (Editors) Extreme Customization Proceedings of the MCPC 2007 World Conference on Mass Customization & Personalization October 7-9, 2007 at the Massachusetts Institute of Technology October 11-12, 2007 at the HEC Business School Montreal www.mcpc2007.com Notes 2 Proceedings of the 2007 World Conference on Mass Customization & Personalization Contents Welcome to the MCPC 2007 .......................................................................................................6 MCPC 2007 Conference Overview & Schedule ........................................................................7 About the MCPC Conference Series .......................................................................................12 MCPC 2007 Conference Team..................................................................................................13 MCPC 2007 Hosting Organizations .........................................................................................16 MCPC 2007: Sponsors & Supporters of the MIT Conference ...............................................17 The MIT Smart Customization Group ......................................................................................18 MCPC 2007 Conference Presentations ...................................................................................19 1 Keynote Plenary Presentations.......................................................................................20 2 MCP Showcase & Panel Sessions ..................................................................................24 2.1 Extreme Customization: Bringing Mass Customization & User Integration to the Next Level........................................................................................24 2.1.1 Expanding Mass Customization Thinking: What is Next ............................................24 2.1.2 Extreme Examples of Executing Mass Customization ...............................................25 2.2 What is Next in Open Innovation & Customer Interaction.................................................26 2.3 Panel: Design-Inspired Innovation.......................................................................................27 2.4 Mass Customization Entrepreneurs: Case Studies on Successfully Founding and Running your MCP Business................................................................................................28 2.4.1 Creating New Markets by Innovative Mass Customization Offerings.........................28 2.4.2 MC Fashions: Learning From MCP Entrepreneurs in the Fashion Industry...............29 2.5 Changing the Rules of the Game: How Fabbing, Rapid Manufacturing & User Manufacturing Enables a Next Generation of Mass Customization.................................30 2.5.1 Strategies and Conceptual Thinking in User Manufacturing ......................................30 2.5.2 Examples and Capabilities for User Manufacturing....................................................31 2.5.3 Advances in Rapid Manufacturing Technologies .......................................................32 2.6 Panel: Mass Customization in Education............................................................................33 3 Mass Customization Management..................................................................................35 3.1 Business Models and Strategies for Mass Customization................................................35 3.1.1 Reality Check: Strategies for Mass Customization.....................................................35 3.1.2 Differentiating Mass Customization Strategies...........................................................36 3.1.3 Mass Customization Effectiveness .............................................................................37 3.1.4 The Mass Customization Profit Chain: The Example of the Furniture Industry..........38 Proceedings of the 2007 World Conference on Mass Customization & Personalization 3 3.2 Marketing & Consumer Behavior in MCP............................................................................40 3.2.1 Value of Customization: Why do customers value customization? (I)........................40 3.2.2 Value of Customization: Why do customers value customization? (II).......................41 3.2.3 The Paradox of Choice: Complexity of MCP Configuration........................................42 3.2.4 Creating MCP Systems that Sell ................................................................................43 3.2.5 Best Practices & Experiences in MCP Marketing.......................................................44 3.3 Change Management for MCP..............................................................................................45 4 User Innovation: Linking Mass Customization and Open Innovation.........................46 4.1 User Innovation Strategies & Policies .................................................................................46 4.2 User Innovation in Practice: Insights from User Innovation Accelerators ......................47 4.3 How to Profit From Lead Users ............................................................................................48 4.4 Application of Open Innovation Methods & Tools .............................................................49 4.5 Enabling Open Innovation & Customization in Consumer Electronics ...........................50 5 Designing Solution Spaces: Product Architectures and Configuration Systems for Mass Customization.........................................................................................................51 5.1 Product Design, Modularity, and Product Platforms for MCP ..........................................51 5.1.1 Developing Powerful Product Platform Architectures.................................................51 5.1.2 Managing Complexity & Cost in MC Product Architectures .......................................53 5.1.3 Setting the Right Degree of Variety ............................................................................54 5.1.4 Factors Influencing MCP Design ................................................................................55 5.2 Comfort, Usability, and Safety by and for MCP ..................................................................56 5.3 Information Systems & Configuration Toolkits for Customer Co-Design .......................57 5.3.1 Mass Customization Information Systems..................................................................57 5.3.2 Linking Between Product Architecture and Configuration System Design.................58 5.3.3 Tools and Methods for MCP Toolkits..........................................................................59 5.3.4 MCP Toolkits in Practice: Experiences and Insights ..................................................60 6 Manufacturing, Operations, and Supply Chain Management for Mass Customization 62 6.1 MCP Production Planning & Scheduling.............................................................................62 6.2 Supply Chain Management for MCP ....................................................................................63 6.2.1 Supply Chain Design for Delivering Customized Products.........................................63 6.2.2 Managing Supply Chains for Delivering Customized Products ..................................64 6.3 Mass Customization Manufacturing Systems ....................................................................65 6.3.1 The Elements of Successful MCP Manufacturing Systems .......................................65 6.3.2 Manufacturing Cells for Mass Customization Manufacturing .....................................66 4 Proceedings of the 2007 World Conference on Mass Customization & Personalization 7 Applying MCP in Industry: A Focused View on Mass Customization & Personalization in Diverse Fields ...................................................................................68 7.1 Customization in Architecture & Construction...................................................................68 7.1.1 Strategies and Cases of MCP in Architecture & Construction....................................68 7.1.2 Concepts & Tools of MCP in Architecture & Construction..........................................69 7.2 Mass Customization in the Footwear Industry ...................................................................71 7.2.1 Panel: Mass Customization and Footwear: Myth, Salvation or Reality? ....................71 7.2.2 Implementing Mass Customization in the Footwear Industry: Strategies & Technologies...............................................................................................................72 7.2.3 Case Studies & Success Stories of Mass Customization in the Footwear Industry...73 7.3 Mass Customization in Fashion & Textile Industries.........................................................74 7.3.1 Mass Customization of Apparel: Strategies & Technologies......................................74 7.3.2 Mass Customization of Apparel: Case Studies...........................................................75 7.3.3 Making the Clothes Fit: Body Measurement, Scanning, and Sizing...........................76 7.3.4 Advances in Fashion Design: Virtual Garments, Virtual Fit, Virtual Models...............77 7.4 Automotive Customization ...................................................................................................78 7.4.1 Searching for a New Model of Mass Customization of Automobiles..........................78 7.4.2 Panel: Mass Customization