Comments on: Mass Customization – Trend or Niche Market? http://fluidforms.eu/blog/2009/08/14/mass-customization-trend-or-niche-market/ Your Unique Designs Mon, 26 Dec 2011 14:46:00 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Andreas Jaritz http://fluidforms.eu/blog/2009/08/14/mass-customization-trend-or-niche-market/comment-page-1/#comment-2917 Andreas Jaritz Tue, 25 Aug 2009 20:04:43 +0000 http://fluidforms.eu/blog/?p=1853#comment-2917 Hi Andy!<br><br>Thanks for that great overview on the different value drivers and reasons of mass customization Hi Andy!

Thanks for that great overview on the different value drivers and reasons of mass customization

]]> By: Andreas Sattlberger http://fluidforms.eu/blog/2009/08/14/mass-customization-trend-or-niche-market/comment-page-1/#comment-2916 Andreas Sattlberger Tue, 18 Aug 2009 18:54:44 +0000 http://fluidforms.eu/blog/?p=1853#comment-2916 Mass customization is definitely the way into the future. Actually, it also is a return to the past practice of customized production for individual consumption. In this respect mass-production was the exception that is superseded by the natural state of customization. <br> <br>What are actual drivers and reasons for more mass customization:<br>_ Customer demand - customization drives consumer needs (Starbucks)<br>_ Differentiation - competitive advantages for customizers (DELL)<br>_ Lean Production - can have any color, fit and function for your car (BMW)<br>_ Technical progress - IT and databases support detailed CRM (Marriott) <br>_ Social approval - "one of a kind" to stand out from the masses (Nike personal)<br>_ Affordability - falling costs of customization through modern production methods<br> <br>Overall, not only will we see much more examples of mass customization in the future; more than that mass customization will be one of the growth drivers of saturated markets. Mass customization is definitely the way into the future. Actually, it also is a return to the past practice of customized production for individual consumption. In this respect mass-production was the exception that is superseded by the natural state of customization.

What are actual drivers and reasons for more mass customization:
_ Customer demand – customization drives consumer needs (Starbucks)
_ Differentiation – competitive advantages for customizers (DELL)
_ Lean Production – can have any color, fit and function for your car (BMW)
_ Technical progress – IT and databases support detailed CRM (Marriott)
_ Social approval – “one of a kind” to stand out from the masses (Nike personal)
_ Affordability – falling costs of customization through modern production methods

Overall, not only will we see much more examples of mass customization in the future; more than that mass customization will be one of the growth drivers of saturated markets.

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