Mitchell M. Tseng and Frank T. Piller

22     Challenges of Mass Customization Manufacturing
       

Michael Schenk and Ralph Seelmann-Eggebert
Fraunhofer Institute Factory Operation and Automation (IFF), Magdeburg, Germany

While the basic idea of mass customization with all its different facets excites marketing directors and CEOs, mass customization is still not yet a world wide standard. The reason for this can be seen in the complexity of implementing mass customization in actual existing mass or serial production. Pioneering examples of mass customization often focus on newly founded enterprises or on exclusively set up production lines. However, existing products, production and logistics systems have evolved individually. Thus, no standard solution can be offered for implementing mass customization into an existing production line. Questions such as which product, which feature and how many features should or could be individualized, remain. Implementing mass customization is reflected in all parts of a company and consequently in the entire supply chain. Therefore the manufacturing site needs to be redesigned in order to face the new challenges. Transport times have to be reduced within and between production lines. Producing lot sizes of one implies a need for high flexibility of the machinery, therefore an increased investment which must be planned thoroughly. Workers must be able to respond promptly to specific demands, too, hence resulting in a stronger need for special education programs and tools.