30 New Directions for Mass Customization
Setting an agenda for future research and practice in mass customization,
personalization, and customer integration
Frank T. Piller1 and Mitchell M. Tseng2
1 TUM Business School, Department of General and Industrial Management,
Technische Universitaet Muenchen, Germany
2 Department of Industrial Engineering & Engineering Management, The
Hong Kong University of Science & Technology, Hong Kong
In the closing chapter of this
book we would like to share with our readers our view about the future
of the customer centric enterprise and the enabling strategies of mass
customization, customer integration, and personalization. We will also
comment on fields for further research necessary for the development of
new processes, tools and programs for integrating the customer into value
creating activities, both on the technological and the operational process
side. We identify six areas where - from our perspective and within our
field of knowledge - more research is needed most. These are also fields
which we think require special attention when implementing a mass customization
system: (1) Issues concerning the design of products and product architectures.
(2) Consumer behavior with customer interaction tools. (3) Drivers of
customer satisfaction and dissatisfaction with custom made products. (4)
Impact of integrating a user and customer into value creation on knowledge
management and information management. (5) Capability analysis and systems
engineering for concurrency in value chains. (6) Measurement of value
contribution in mass customization systems.
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