1Mass Customization 1

7/24/2019 1Mass Customization 1

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Mass Customization


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Abstract

From a collaborative engineeringperspective, mass customization canbe viewed as collaborative efortsbetween customers andmanuacturers, who have diferent setso priorities.


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MassCustomization - An Introduction

It aims to deliver product and services that bestmeet customers needs with near mass productione!cienc"

#he paradigm shit to mass customization is made an

imperative or man" companies to survive in anincreasingl" diversi$ed, ragmented and competitivemar%et place

Currentl", the ocus o research in mass

customization is shiting rom its strategic viabilit" tooperational easibilit"

&hat'

&h"' (ow'


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Mass CustomizationConcept

)Future *hoc% b" #o+er, / - 0uture manuacturingenabled b" inormation technolog" would be able to providecustomized products in a large scale with little or no e1tracost2

3ine et al.s (arvard Business Review article, 4 5 theabilit" to provide individuall" designed products andservices to ever" customer through high process agilit",6e1ibilit", and integration

(art 7 et al. - Mass customization is a s"stem that uses

inormation technolog", 6e1ible processes, andorganizational structures to deliver a wide range o productsand services that meet speci$c needs o individualcustomers at a cost near that o mass-produced items


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Mass Customization vs.

Mass 3roduction

*Mass Customization as a Collaborative Engineering Efort


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8evelopment o MassCustomization

#he paradigm shit to mass customization ismainl" propelled b" three orces 9

Market demand - the mass market is dead andsegmentation has progressed to the era o massustomization!5 :otler;


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Mass Customization?conomics

(ufman ;


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Con6icts in MassCustomization

Con6icts in name 9 Mass 5 Aggregation

Customization 5 one-o-a-%ind

Con6icts in operabilit" 9

Customers demands are diverse and

irregular which lead to high

component variet", large numbers o

suppliers, and high administrative

comple1it"


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Mass Customization

- In Collaborative ?ngineering 3erspective

Conceptuall", mass customization can beta%en as a collaborative engineering activit",

where customers and manuacturers withas"mmetric inormation and diferentpreerences engage in interactive and Bointcon6ict resolutions to co-create an arteact

(ow such collaboration can be carried outefectivel" and e!cientl" is an ideal researchtopic or collaborative engineering


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Mass Customization - #he eneric model* *pring et al. ;@///= proposed a

generic model o productcustomization 9

*$dapted rom %pring et al. &''&

i i


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Mass Customization - #he eneric model*

;cont.= 3roblem *olving 9

#he product customization

concepts and design schemes

are determined and agreedbetween customers and

manuacturers

8esign *peci$cation 9

#his stage determines the

$rms perormance on

some o the operational

obBectives


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Mass Customization - #he eneric model*;cont.=

#ranser9Convert design speci$cations

into actual products

A limitation o this 4-stage

generic model is that

customer 5 manuacturerinteraction is con$ned to

theproblem solving stage onl"


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Application scenarios

*cenario I 9 Co-Innovation

#he manuacturer-centric view holds that innovations resultrom intentional research while the user-centric ;or

customer-centric= view contents that man" innovationsactuall" come rom users

(roblem solving in mass customization is collaborative innature and designated as ollaborative innovation )oinnovation+*

Famil" Architecture ;3FA= - As a ramewor% or co-innovation 3FA allows customers, product engineers, andprocess engineers can wor% under a uni$ed ramewor% withtheir interdependent relationships e1plicitl" mapped out

* %onglin Chen" ,ue -ang" Mithell M. seng


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Application scenarios ;contd.=

*cenario II 9 Co-Con$guration

#he stage where customers and manuacturers come toagree upon the speci$cations o a speci$c product

ofering or customization t"pe In a t"pical organization setting, co-con$guration oten

involves customers and sales engineers ;sometimesdesign engineers=

Desides product con$guration s"stems, personalrecommendation s"stems ;*tolze and *trobel @//= areproposed to acilitate customers in productcon$guration enabled b" techni>ues li%e data mining,recommendation s"stem


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Application scenarios ;contd.=

*cenario III 9 Co-3roduction

Co-production corresponds to the transer stage

;*pring et al. @///= b" including materialconversion, material transportation, shop 6oorcontrol, procurement, inventor" management etc.

D" sharing demand and suppl" inormation,suppl" chain partners can better utilize productionresources in response to volatile mar%et demand


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Conclusion

Mass customization de$es thecontradiction between mass andustomization and aims to deliver

products and services that best meetindividual customers needs with nearmass production e!cienc"

It is important that all parties concerned

can engage in collaboration with su!cienttrust and onl" then collaborativeengineering can pla" a signi$cant role


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Application o Mass Customization


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Applicationo Mass Customization


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1Mass Customization 1