The idea of integrating users in the design and production process is a promising strategy for companies being forced to react to the growing individualization of demand. In the mass customization concept, goods and services are to meet individual customer's needs produced with near mass production efficiency (Tseng and Jiao 2001). BMW customers can use an online toolkit to design the roof of a Mini Cooper with their very own graphics or picture, which is then reproduced with an advanced digital printing system on a special foil. The toolkit has enabled BMW to tap into the custom after-sales market, which was previously owned by niche companies. In addition, Mini Cooper customers can also choose from among hundreds of options for many of the car's components, as BWM is able to manufacture all cars on-demand according to each buyer's individual order.
One day, in the not-too-distant future, you will be able to walk into a car dealership, choose a design - including the number of seats - and have a 3D printed car by the end of the day
The case study at BMW will show that mass customization has begun in the automotive industry and is the precondition for the future scenario of the "printed" car. Additive manufacturing (AM), colloquially known as 3D printing, is currently being promoted as the spark of a new industrial revolution. The technology allows one to make customized products without incurring any cost penalties in manufacturing as neither tools nor molds are required. More infromation can be found at: http://www.sciencedirect.com/science/article/pii/S0925527315000547
What is the research focus in the current body of knowledge in the field of Mass Costomization we need to address?
Mass customization is the method of "effectively postponing the task of differentiating a product for a specific customer until the latest possible point in the supply network." The research work focuses on the topic how to crack the code of mass customization.
Most companies can benefit from mass customization, yet few do. The key is to think of it as a process for aligning a business with its customers' needs. * Mini Cooper customers can design the roofs of their vehicles by using an online tool kit. The tool kit has enabled BMW to tap into the custom after-sales market, which was previously owned by niche companies. In addition, Mini Cooper customers can also choose from among hundreds of options for many of the car's components, as BMW is able to manufacture all cars on demand according to each buyer's individual order.
The key is to view it basically as a process for aligning an organization with its customers' needs. That is, mass customization is not about achieving some idealized state in which a company knows exactly what each customer wants and can manufacture specific, individualized goods to satisfy those demands - all at mass-production costs. Rather, it is about moving toward these goals by developing a set of organizational capabilities that will, over time, supplement and enrich an existing business.That set of fundamental capabilities is threefold: (1) the ability to identify the product attributes along which customer needs diverge, (2) the ability to reuse or recombine existing organizational and value-chain resources and (3) the ability to help customers identify or build solutions to their own needs.
Mass customization is the new frontier in business for both manufacturing and service industries. At its core is a tremendous increase in variety and customization without a corresponding increase in costs. At its limit, it is the mass production of individually customized goods and services. At its best, it provides strategic advantage and economic value
The main objective of the idea space - SCM at BMW- is to collect various ideas about supply chain management innovation, mass-customization and additive manufacturing in order to provide students material for case study presentations and discussions about the topic in the classroom.
The main objectives and learning outcomes are to better understand the concept of mass customization and the consequences in change management. Mass customization is applicable to most businesses, provided that it isappropriately understood and deployed. The key is to view it fundamentally as a process for aligning an organization with its customers' needs through thedevelopment of a set of three organizational capabilities. Those three fundamental capabilities are: (1) the ability to identify the product attributes along which customer needs diverge, (2) the ability to reuse or recombine existing organizational and value chain resources, and (3) the ability to help customers identify or build solutions to their own needs.Admittedly, the development of these capabilities requires organizational changes that are often difficult because of powerful inertial forces in a company, but many obstacles can be overcome by using a variety of tools and approaches, and even small improvements can reap substantial benefits. The trick is to remember that there is no one best way to mass customize: Managers need to tailor their approach in ways that make the most sense for their specific business.
Researchers have identified four distinct approaches to customization, which we call collaborative, adaptive, cosmetic, and transparent. When designing or redesigning a product, process, or business unit, managers should examine each of the approaches for possible insights into how best to serve their customers. https://hbr.org/1997/01/the-four-faces-of-mass-customization
An article about the future of additive manufacturing [german] 09.11.2015 - Die generative Fertigung hat das Potenzial, in den nächsten zehn bis 15 Jahren die Produktionsnetzwerke in der Automobil- und Zulieferindustrie zu revolutionieren. Eine neue Studie von Berylls Strategy Advisors und Edag erwartet dadurch langfristig eine Produktivitätssteigerung um das bis zu 100-fache.
Elaborate on the role of theory, theoretical framework, related models and methods.
Prerequisites for the target group are research papers and case studies about supply chain management AND mass customization. Mass customization is about configuring a product to one's individual need, it is not about inventing it. It only allows for what has been set by the company, it's the solution space. This constraint, however, enable the immediate and efficient manufacturing of the good, making it available for more or less "instant" consumption. In the past, most companies regarded their customers as passive consumers or users of products and services imagined, developed, designed, and provided by the company. With mass customization, we turn the view to more active consumers who also are part of a co-design process that enables them to get a product that really meats their individual preferences. From plenty of research, we also know that in general, consumers appreciate and enjoy this more active role: Much of the additional benefit of a mass customization offering comes as much from the sheer act of co-creating as from the resulting outcome, the custom product, itself Examples: http://idea-space.eu:19001/up/e9a1c36ccd5c19227b26c2320bb9d547.pdf Understanding the future of 3D Printing * https://www.youtube.com/watch?v=jr3IZjiOL4A Research Paper on Mass Customization: TU Muenchen Prof. Dr. Frank Piller http://idea-space.eu:19001/up/9c38231f90abfed5944949540408b10c.pdf
Define your research approach, consider validity, reliability, sampling etc.
The case method is a profound educational innovation that presents the greatest challenges confronting leading companies, non-profits, and government organizations - complete with the constraints and incomplete information found in real business issues - and places the student in the role of the decision maker. There are no simple solutions; yet through the dynamic process of exchanging perspectives, countering and defending points, and building on each other's ideas, students become adept at analyzing issues, exercising judgment, and making difficult decisions
Prepare the data and distribute roles for data analysis
Mass Customization means to offer products or services which meet the demands of each individual customer, but which still can be produced and delivered with mass production efficiency. Or, as B. Joseph Pine, who made mass customization popular with his 1993 book,: "Today I define Mass Customization as the low-cost, high-volume, efficient production of individually customized offerings". The core idea of mass customization is to turn customers' heterogeneous needs into an opportunity to create value, rather than a problem to be minimized, challenging the "one size fits all” assumption of traditional mass production.The concept of mass customization makes business sense in these times. Why wouldn't people want to be treated as individual customers, with products tailored to their specific needs? But mass customization has been trickier to implement than first anticipated. The key to profiting from mass customization is to see it not as a stand-alone business strategy that is replacing today's production and distribution systems, but as a set of organizational capabilities that can supplement and enrich an existing system. http://frankpiller.com/mass-customization/
Unni: Mass Customization - Overview Application of Mass Customization ( few examples).
3D Printing, today and tomorrow
Comparison BMW 1995 and 2015 - offered Models
Slide for Introduction - Henry Ford Quote
Frontend - Customer Interace, Youtube Video BMW Ind.
Content to discuss, not sorted (please change, delete, edit):
MC: Hard and Soft Customization
Definition of MC ( MC as way to the target of Personalization)
Split up between Shravan and Lukas: Spartanburg Layout - scheme Leipzig Layout, if possible System, IT, how it was implemented (Backend) COSP - Principle, implementation Benefits (Positive Impact on manufacturing process) , Disadvantages, challenges Future, 3D Printing