Mass customisation. What are we designing?

Herd, Kate and Karamanoglu, Mehmet and Bardill, Andrew (2011) Mass customisation. What are we designing? In: 2011 World Conference on Mass Customization, Personalization, and Co-Creation, 16-19 November 2011, San Francisco, USA. (Unpublished)

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This paper reports on the growing MC literature, exploring research into the customer co-designer and highlighting the pressing need to formulate strategies and approaches to better understand MC from the perspective of the customer. Mass customisation is operationalised as a product/service system. How far have we come in understanding the customer co-designer, and how far can we go, and should we go in understanding our customer co-designers and their experiences of our product/service offers? This paper seeks to raise questions and offers a direction.

Item Type:Conference or Workshop Item (Paper)
Keywords (uncontrolled):mass customisation; mass customization; customer journey mapping; design
Research Areas:Science & Technology > Science & Technology
ID Code:8383
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Deposited On:16 Feb 2012 07:09
Last Modified:10 Apr 2014 07:02

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