Mass Customization Explained – The Full Series from

Innovation management, all rights reservedI have been tweeting about it during the past weeks as more episodes have become availible:

Together with my colleagues Fabrizio Salvador and Dominik Walcher, we have been given the opportunity to provide an extended overview on eight parts of various aspects of mass customization on the well-known innovation blog .Finally, the last episode has been published.

The series consists of 8 parts, starting here.

In the series, we tried to shed some light onto:

  • Part 1: Introduction: Competing in the Age of Mass Customization
  • Part 2: The Market for Mass Customization Today
  • Part 3: Solution Space Development: Understanding where Customers are Different
  • Part 4: Robust Process Design: Fulfilling Individual Customer Needs without Compromising Performance
  • Part 5: Choice Navigation: Turning Burden of Choice into an Experience
  • Part 6: Choice Navigation in Reality: A closer look into the Customization500
  • Part 7: Overcoming the Challenges of Implementing Mass Customization
  • Part 8: A Balanced View: Conclusions and Key Learnings

About the Author:

Frank T. Piller is a Co-Director of the MIT Smart Customization Group at the MIT Media Lab, Massachusetts Institute of Technology, USA, and a chair professor of management at the Technology & Innovation Management Group of RWTH Aachen University, Germany, one of Europe’s leading institutes of technology. Before entering his recent position in Aachen, he worked at the MIT Sloan School of Management (2004-2007) and has been an associate professor of management at TUM Business School, Technische Universitaet Muenchen. Frequently quoted in The New York Times, The Economist, and Business Week, amongst others, Frank is regarded as one of the leading experts on strategies for customer-centric value creation, like mass customization, personalization, and innovation co-creation. His recent analysis of the crowdsourcing business model “Threadless” (co-authored with Susumu Ogawa), an innovative crowdsourcing business model in the fashion industry, has been elected as one of the Top-20 articles in MIT Sloan Management Review.