Mass customisation. What are we designing?

Herd, Kate ORCID: https://orcid.org/0000-0002-0019-1340, Karamanoglu, Mehmet ORCID: https://orcid.org/0000-0002-5049-2993 and Bardill, Andy (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]

Abstract

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.

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