Mass customisation. What are we designing?

Herd, Kate ORCID logoORCID:, Karamanoglu, Mehmet ORCID logoORCID: and Bardill, Andy ORCID logoORCID: (2011) Mass customisation. What are we designing? In: 2011 World Conference on Mass Customization, Personalization, and Co-Creation, 16-19 Nov 2011, San Francisco, CA, USA. . [Conference or Workshop Item]


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: A. > School of Science and Technology > Computer Science > Intelligent Environments group
A. > School of Science and Technology > Design Engineering and Mathematics
Item ID: 8383
Useful Links:
Depositing User: Mrs Kate Herd
Date Deposited: 16 Feb 2012 07:09
Last Modified: 06 Jun 2019 05:34

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