2 11, 2011

#MCPC2011 Keynote Session: Finding the Next Opportunities in Mass Customization

By | 2018-06-14T07:15:42+00:00 November 2nd, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Personalization, Service Customization, Technologies & Enablers|

MCPC 2011 On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

Learn from B. Joseph Pine's latest thoughts on the Virtual Multiverse and how it creates the next generation of experiences and customization, followed by a talk by an entrepreneur who puts Joe's thoughts into real life.

B. Joseph Pine II, Strategic Horizons
The Multiverse: Finding the Next Opportunities in Mass Customization

PineThe physical world, bounded as it is by matter, space, and time, offers limited opportunities for value creation. With digital technology, however, the opportunities are limitless, for people can create anything they want with immaterial bits, in virtual places, without the constraints of linear time. As consumers increasingly experience the world through their digital gadgets, companies still only scratch the surface of technology-infused experiences. Joseph Pine will show you how to create new value for your customers with personalized offerings that fuse the real and the virtual. Digital technology offers limitless opportunities — you really can create anything you want — but real-world experiences have a richness that virtual ones do not. So how can you use the best of both? How do you make sense of such infinite possibility? What kinds of experiences can you create? Which ones should you offer?

André Wolper, Founder & CEO, embodee
Visualization as an Enabler of Mass Customization: An Apparel Story

WolperApparel shoppers, especially those customizing a garment, expect to vividly and accurately “see” and even experience what a garment looks like on them. Accurate, lifelike, 360degree visualizations can provide the means, delivering inspiration and confidence for an online purchase. embodee, a start-up, adapting technologies from movie visual effects, has built the first scalable, easy-to-use platform that delivers such visualization capabilities. Two leading global brands have launched interactive systems built on the embodee platform. Hurley customers have been able to see themselves in a range of denim styles and sizes optimized for them since 2010. And now, the world's leading sports apparel and equipment brand enables athletes and coaches to see their team uniforms evolve in compellingly realistic 3D as they tweak style elements, text, fonts, stitch patterns and colors. Customer feedback, sales volumes and a steep drop in return rates are proof points that compelling visualization can propel customization and online apparel commerce forward.

Please find the complete program at the official MCPC 2011 website.

1 11, 2011

#MCPC2011 Keynote Session: What is the State of the Art of Research & Practice in Mass Customization & Open Innovation?

By | 2018-06-14T07:15:45+00:00 November 1st, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Service Customization, Technologies & Enablers|

MCPC 2011 On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

Two talks providing a review of these fields to create a common understanding of the latest research and insights for practice. 

Joel West, Keck Graduate Institute of Applied Life Sciences
Open Innovation – State of the Art of Research and Practice







Frank T. Piller, RWTH Aachen & MIT Smart Customization Group
Fabrizio Salvador, IE Business School

A Matter of Balance – Building the Successful Mass Customization Enterprise

Piller_salvadorWhat makes a successful mass customization enterprise? Previous research has identified three core capabilities that allow companies to profit from mass customization: robust process design, choice navigation and solution space definition. So far, however, we did not have large-sample evidence of the impact of these capabilities on market, operational and financial performance of a company. This presentation will report the latest results of an international study of 130 mass customization consumer companies operating both in Europe and in the U.S. as part of the ongoing MC500 research initiative. We find that these capabilities indeed are important for the performance of the sampled companies. To our surprise, however, focusing on one capability alone does not necessarily lead to superior market, operational and financial performance. Instead, performance differentials are explained in terms of the simultaneous presence of the three capabilities. This means that managers building a mass customization venture have to get a balanced view of investing in the three capabilities. Using empirical data and case studies, our presentation will identify implications of our study for entrepreneurs, managers in established companies, investors and VCs, and for future research.

Please find the complete program at the official MCPC 2011 website.

30 10, 2011

#MCPC2011 Business Seminar: Profiting from open Innovation and Co-Creation at #Nine Sigma

By | 2018-06-14T07:15:51+00:00 Oktober 30th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Service Customization, Technologies & Enablers|

MCPC 2011
On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

A final opportunity to discuss with your peers how to put the ideas from this day into practice, kicked-off by a presentation of a key enabler of open innovation.

Andy Zynga, CEO, Nine Sigma
Making Open Innovation Work 

ZyngaIn his presentation, Andy Zynga will share his experiences from more than 2000 projects in open innovation at Nine Sigma. He will comment on the obstacles, tools & opportunities of open innovation, presenting recent results from a comprehensive survey on open innovation practices in global firms. He will then discuss some of the measures executives can take to tackle the challenges of profiting from open innovation. His presentation will close with a few observations to stimulate the discussion at the following round table presentation with your peers.

Followed by a round table discussion.

Please find the complete program at the official MCPC 2011 website.

29 10, 2011

#MCPC2011 Business Seminar: The Tools for Open Innovation at #TechShop, #Idea Couture and #Ford

By | 2018-06-14T07:15:53+00:00 Oktober 29th, 2011|Cases-Consumer, Cases-Industrial, Clothing, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Service Customization, Technologies & Enablers|

MCPC 2011
On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

Implementing open innovation is not always easy. This session will provide a focused few on approaches and tools to utilize the benefits of open innovation.

Mark Hatch, CEO, TechShop
BOOM! An innovation Explosion: How to Change the World Through Open Access to the Tools of Invention 

HatchThe presentation will share how TechShop changed the world through open access to the tools of invention… and provide a guide on practical ways to leverage this platform for your organization. Open source, the cloud, ubiquitous connectivity, search and find efficiencies, and powerful cheap processing have been driving the rapid acceleration of innovation in any field touched by computers and communication media. Now, with the advance of inexpensive access to extremely cheap, powerful and easy to use tools, the invention of physical products has never been easier, cheaper, or speedier… particularly if you have a $100 a month membership to TechShop. Mark presents five technologies prototyped and built at TechShop that have already started to change our world. He reviews the drivers of this new capability and then explores how you can leverage this new service.

Leah Hunter, Global Head of Insights and Innovation, Idea Couture
Making Co-Creation Strategic

HunterThe concepts of open innovation, mass customization and co-creation are often used interchangeably and raise new questions and challenges that highlight the need to understand the variables in their design of mechanisms, business processes and the economic implications for organizations. Leah Hunter will introduce the consumer co-creation value chain, a model that is used to analyze and understand the mechanics of co-creation. She will further illustrate its value by sharing Idea Couture's experiences in designing co-creation strategies. What are the differences between crowd wisdom versus collective intelligence; crowdsourcing ecosystems and market co-creation; motivations and creative incentive design; task characteristics and task design? Leah's presentation will align the strategic intent of the business to a co-creation strategy.

TJ Giuli, Technical Expert Ford Research and Advanced Engineering, Ford Motor Company
Leveraging Open Innovation to Create a Customized Driving Experience

TJ_GuiliFord Motor Company, a global automotive industry leader based in Dearborn,Mich., manufactures or distributes automobiles across six continents. With
about 176,000 employees and about 80 plants worldwide, the company's automotive brands include Ford, Lincoln, and Mercury. Recently, Ford opens its research doors to external contributors, tapping into minds at universities and other organizations outside the automotive industry for the next best idea for, e.g., in-vehicle connectivity and infotronics. One of Dr. Giuli's latest open innovation projects is American Journey 2.0, which paired up Ford and University of Michigan students who were challenged to build a new class of social networking apps for the vehicle during a 12-week course. The winning app made its way into a Ford Fiesta for the ultimate test drive to California for the 2010 Maker Faire, the largest do-it-yourself event of its kind. In his presentaton, Dr. Giuli will share this and other experiences in open innovation at Ford.

Please find the complete program at the official MCPC 2011 website.

28 10, 2011

#MCPC2011 Business Seminar: Using Social Media for Customer Co-Creation at #Quirky and #IndieGoGo

By | 2018-06-14T07:15:57+00:00 Oktober 28th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Research Studies, Service Customization, Technologies & Enablers|

MCPC 2011
On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

Social media is becoming a core platform for new product & new service development. Learn from the pioneers in this field and discuss how these approaches could work in your company.

John Jacobsen, Head of Engineering, Quirky
 Social Product Development – Launching a Great New Product Every Few Days

JacobsenQuirky is a social product development company that brings two brand new consumer products to market each week through its online collaborative platform. Quirky’s community of almost 90,000 members weigh in on every aspect of product development from research to industrial design to branding; quirky shares its revenue with the influencers who help bring each product to life. Since its launch in 2009, Quirky has collaboratively developed more than 120 new products. Top influencers are making tens of thousands of dollars. National retail partnerships include Bed, Bath & Beyond and HSN, with its own show on the HSN Channel each month. Quirky will also have its own show premiering on The Sundance Channel on August 30th. The show, called Quirky, is about the powerful process of making invention accessible. Each one-hour episode will demonstrate how Quirky has successfully re-engineered and democratized the business of innovation.

Erica Labovitz, Director of Marketing, IndieGoGo
Experiences with Crowdfunding in the Movie Industry








Please find the complete program at the official MCPC 2011 website.

27 10, 2011

#MCPC2011 Business Seminar: Winning with Open Innovation at #Procter&Gamble, #Eyeka and #Clorox

By | 2018-06-14T07:16:00+00:00 Oktober 27th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Research Studies, Service Customization, Technologies & Enablers|

MCPC 2011
On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

The business seminar today will focus on open innovation. We will start the day by two inspirational keynotes on companies that really "got it" in open innovation and co-creation.

Ashish Chatterjee, Director Connect+Develop, Procter & Gamble
Celebrating a Decade of Open Innovation at P&G – Key Lessons

ChatterjeeWith every celebration comes reflection. What’s worked, what hasn’t? What can be better moving forward? Such is the case for Procter & Gamble, now marking 10 years of Connect+Develop℠, the Company’s branded approach to open innovation. In the true spirit of collaboration, P&G shares both the good and the bad they’ve experienced along the way. From the first deal, to some of the biggest, to some that simply never were, or never should have been, P&G also will discuss new open innovation frontiers and challenges on the road ahead.

Suzan Briganti, US Rep., Eyeka S.A. & CEO, Totem Brand Strategy
Edward Rinker, Research Fellow, Clorox

Co-Creation Among the Fortune 500

Briganti_rinkerIn many ways, co-creation has been more of a European phenomenon. The (according to Forrester Research) top three co-creation platforms (Eyeka, Jovoto and Hyve) are based in Europe and until fairly recently, many US companies have hesitated to adopt the methodology. In this presentation, Eyeka’s US Representative and their first Bay Area client, Clorox, will discuss their views on the state of co-creation among the US Fortune 500. They will reveal why companies are turning to co-creation, the internal resistance they sometimes face, and how they overcome it to use this unconventional new methodology. Their remarks will touch on some ways in which co-creation differs from traditional market research and customer insights.

Please find the complete program at the official MCPC 2011 website.

26 10, 2011

#MCPC2011 Opening Presentations: Advanced Mass Customization Thinking at #Deloitte and #Gemvara

By | 2018-06-14T07:16:06+00:00 Oktober 26th, 2011|Cases-Consumer, Customization Trends, Design, Events, MCPC2011, Personalization, Service Customization, Technologies & Enablers|

MCPC 2011 On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

The MCPC 2011 Business Seminar kicks-off with an introduction by the conference chairs and two corporate leaders that have pushed mass customization to a new level.

Frank T. Piller (RWTH Aachen) & Henry Chesbrough (UC Berkeley)
Bridging Mass Customization & Open Innovation: A Framework

Piller_Chesbrough_3The MCPC 2011 event is an experiment: Can we advance our knowledge of innovation effectively by linking mass customization and personalization with open innovation? While developed separately and build on different theoretical and conceptual backgrounds, we believe that mass customization and open innovation are closely linked and can benefit from a broader exchange between both schools of thought. In this brief opening comment, the two conference co-chairs will provide an overview and introduction into the themes of the conference.

Cathy Benko, Vice Chairman, Deloitte U.S. Firms
Mass Career Customization: From Corporate Ladder to Corporate Lattice

BenkoCentered on the insight that today's career is no longer a straight climb up the corporate ladder, but rather a combination journey of climbs, lateral moves, and planned descents, Mass Career Customization (MCC) provides a new model for how careers are built and talent is developed. Borrowing from consumer products trend away from one-size-fits-all to mass product customization, this new approach builds employee loyalty and provides for dynamic alignment between individual and corporate needs. The MCC framework has four dimensions: (1) Pace; (2) Workload; (3) Location/Schedule; and (4) Role. Employees and their managers collaborate to find the right fit across those dimensions at any point in time and over time, as long as the choices work for both the individual and the business.

Matt Lauzon, Founder & CEO, Gemvara
Establishing Mass Customization in a High-End Luxury Market

LauzonRealizing a niche in the jewelry industry at the intersection of e-commerce and mass customization, Matt Lauzon, co-founder of online custom jewelry site Gemvara.com, and one of the youngest execs under age 30 to raise multi-millions in funding (over $25M), will discuss his “me-Commerce” vision for the future of online shopping and share insight as to why over 40% of his customers have never bought a piece of jewelry online before buying on Gemvara.com. Taking notes from how Dell transformed PC customization, Zappos revolutionized online customer service and Netflix used targeted data to meet customer needs, Matt will explain the key findings when it comes to launching an online shopping experience, discuss how virtual inventory could benefit all e-tailers and share his thoughts on achieving success within the “emotional web.”

Please find the complete program at the official MCPC 2011 website.

25 10, 2011

#MCPC2011 Program Highlights: MC Manufacturing and Supply Chain Management

By | 2018-06-14T07:16:09+00:00 Oktober 25th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Customization Trends, Design, Events, MCPC2011, Open/User Innovation, Research Studies, Service Customization, Technologies & Enablers, User Manufacturing, Virtual Models|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

Successful Mass Customization not only depends on the design and proper employment of the consumer backend (configurator). Of equal importance is the organizational structure "behind the scenes" that allows a company to actually keep the promiss of individual production while still remaining profitable. In this session we will hear expert advices about the key aspects of successful MC Manufacturing and Supply Chain Management.


Sessions 7.4 (Nov 19): MC Manufacturing and Supply Chain Management

Modeling & Simulation of MP-MC Apparel Manufacturing

Apparel companies that initiate Mass-Customization (MC) must identify a suitable manufacturing (assembly) strategy, which is vital for their success. Most companies that produce apparel using Mass Production (MP) systems, are interested in investigating if the existing systems can be used to implement a MC strategy.

In this part Muditha Senanayake (Cal Poly Pomona) and Trevor Little (North Carolina State University) will explore the opportunity to mix MP and MC using computer modeling and simulation. Based on varying sizes of bundles and varying frequencies of products tested on simulated production lines they will present their observations of the production system performance. As a result they will present possible implementations of mix manufacturing strategy and its limitations.

Using a Simulation-Based Framework to Design Supply Chain Offering Mass Customization in the UAE

Mass Customization has emerged as a successful business model that can address the contemporary challenges of global markets. Although companies have adopted various levels of MC, a major challenge for firms is to efficiently design their supply chain in function of their MC offers, which also needs to support the involvement of customers in the innovation process. Marc Poulin will present a work in progress of a simulation framework that enables UAE firms to design supply chains that offer MC products and services. Using the leading edge simulation software SIMIO he will model and simulate supply chain models in the UAE.

Methodology for Implementing the Right Supply Chain for Mass Customization

In this presentation Luigi Battezzati (University of Milan) will focus on the definition of preliminary implementation guidelines in order to define the proper supply chain for different products (emotional, functional), manufactured by different companies (mass or handcraft producer), in compliance with different winning criteria impacting on critical areas for Mass Customization

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

12 10, 2011

Full program of #MCPC2011 published: More than 150 Presentations on Mass Customization, Customer Co-Creation & Open Innovation

By | 2018-06-14T07:16:29+00:00 Oktober 12th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Crowdsourcing, Customization Trends, Events, General, MCPC 2007, MCPC 2009, MCPC2011, Open/User Innovation, Personalization, Research Studies, Service Customization|


 Finally, the full conference program of the MCPC has been released. There still are a few things to update and exchange, but 95% of the program are fixed!

In addition to hundreds of CEOs, Founders, Directors, and Practice Leaders of the companies that apply and support mass customization, customer co-creation and open innovation successfully, many of the world's leading researchers in these areas will present latest findings in an accessible way.

The interactive conference format of the MCPC 2011, supported by the proximity to the Silicon Valley / Bay Area entrepreneurship and investment community, allows for deep interaction and networking between the participants. There are more than 150 presentations, panels, or workgroups on the program!

Join us in a lively exchange on best practices, case studies, success factors and open business models that focus on the top management and leadership issues and / or provide deep insights into specific design parameters of the tools and technologies behind open co-creation and mass customization.

Some selected topics of presentations and panels at the MCPC include:

MCPC2011_4– Setting up a mass customization business model;
– The market for mass customization;
– Defining a customer co-creation initiative that works;
– Managing customer-centric supply chains and fulfillment:
– Design elements of successful configuration toolkits;
– Metrics for open innovation;
– Implementing open innovation in an R&D organization;
– Learning from failures of the early pioneers;
– Getting VC investments for business models for MCP;
– Optimal incentives for internal and external participants;
– Getting corporate buy-in for customer co-design and OI;
– And much more!!

Before the main conference (Nov 18-19), a special business seminar provides executable frameworks for the management of mass customization and open innovation and a focused view on future topics.

Please register as soon as possible, as seats are limited and many are already taken! The conference hotel is conveniently located between San Francisco Airport (SFO) and Silicon Valley and allows for very efficient travel.

We hope to meet you in San Francisco in late Nov !

Frank Piller and Henry Chesbrough

MCPC 2011 Co-Chairs 

http://www.mcpc2011.com | MCPC2011 Full Program


12 10, 2011

#MCPC2011 Program Highlight: Open Innovation Capabilities

By | 2018-06-14T07:16:34+00:00 Oktober 12th, 2011|Co-creation, Co-Design Process, Customization Trends, Events, MCPC2011, Open/User Innovation, Research Studies, Service Customization, Technologies & Enablers|


MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

Open Innovation has developed far beyond the state of a niche-method practiced only by a selective few entrepreneurs. With the evolution of the internet to "Web 2.0" the chances offered by employing this global meeting place to integrate consumers into the innovation process has been understood long since by large and small companies alike. Still the capabilities of Open Innovation are not been used to their fullest by many who could profit from its broader use. In sessions 6.4 and 7.4 we will take a look at what is possible and how it can be achieved.

Sessions 6.4 & 7.4 (Nov 19): Open Innovation Capabilities

Paradigm Shift of Innovation Processes

The phenomena MC, OI and OSI do not only stand for interactive business models but also represent the radical opening of the value creation chain on an unprecedented scale.
Doris Blutner
(RWTH Aachen University) will explain how a generalized inclusion for people to participate in the designing process develops into a new paradigm of the genesis of innovations, which equals a discovery procedure, which – through its collective action – stirs up the economic competition, and whose products cannot be attributed to national origin any longer.

Management of Uncertainty: The Key for Open Innovation

Transformation in modern society is typified as a changeover from uncomplicated/simple/first modernity to reflexive/automatic/late modernity. Reflexive modernization is based on the idea of a risk society, forced individualization and multidimensional globalization which deeply manipulates the context for open innovation. Since managing uncertainty can be regarded as a core practice of successful innovation management, Robert Freund and Zoran Anisic will discuss open innovation from the second modernity point of view and shows new ways of dealing with uncertainty.

Emerging Capabilities of Open Innovation in Networks

In this presentation Astrid Lassen, Alexia Jacobsen, Sören Poulsen, Sören Wandahl and Henrik Sörensen (Aalborg University) will particularly focus on determining how to engage a willing but largely inexperienced network of companies in user-driven innovation. They will identify essential antecedent of user driven innovation and provide insights into how to stimulate and develop emerging capabilities of open innovation, especially in an industrial context.

Implementing Open Innovation: Groundwork on a Strategic Transformation Model for Multinational Companies

In this part Norman Mueller (Anglia Ruskin University) will aim to extend the understanding about the interface of organizational behavior/development and Open Innovation, specifically about how OI is implemented and adopted within multinational companies (MNCs). He will especially focus on human interactions in connection with change processes, taking an aggregated view on inter-dependencies between departments within MNCs.

On Becoming a User-Driven Firm: Slow-Cooked for Extra Goodness?

Mika Westerlund (Aalto University) and Seppo Leminen (Laurea University of Applied Sciences) will reveal what it takes for established firms to shift from traditional provider-driven innovators into modern-day user-driven co-creators. Based on firms’ experiences they identified four distinct phases of becoming a user-driven firm which they will describe and analyze. Their presentation will be completed by a discussion on organizational challenges that a firm faces on the sometimes long way towards an open organization.

Trust is Good, Control is Better: An Open Innovation-Controlling for SME

Due to a lack of respective research Small and Medium Enterprises currently have no instrument helping them to decide whether they should adopt Open Innovation.
Jessica Koch
, Eckart Hauck and Ingrid Isenhardt (RWTH Aachen University) will present their research on the topic of the efficiency of OI for SMEs and talk about the development of an instrument that can help SMEs to decided whether employing OI is worthwhile or not.

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

10 10, 2011

#MCPC2011 Program Highlights: Rapid Innovation and Manufacturing in an International Production Enviroment

By | 2018-06-14T07:16:45+00:00 Oktober 10th, 2011|Co-creation, Customization Trends, Events, Guest Articles, MCPC2011, Open/User Innovation, Personalization, Research Studies, Service Customization, Technologies & Enablers, User Manufacturing|


MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

In a world of global markets and constant technical innovation one has to live up to the challenge of not only surviving on the individual markets but to out-innovate any competition at the highest pace possible. It goes without saying that for producing companies, production speed is a key competency. In sessions 6.3 & 7.3 we will take a look at expert techniques to accomplish this tough yet vital mission. 

Sessions 6.3 & 7.3 (Nov 19): Rapid Innovation and Manufacturing in an International Production Enviroment

Rapid Response Manufacturing in RIO South Texas Region

Opening Session 6.3, Miguel Gonzalez, Jianzhi Li and Douglas Timmer (University of Texas-Pan American) will speak about their experiences with rapid response manufacturing techniques in their home region of South Texas.

Experiences in Disburse Engineering Design Education Targeted on Rapid Innovation & Manufacturing

In this part Jianzhi Li, John Lloyd, Miguel Gonzalez, Douglas Timmer (University of Texas-Pan American) will share some of their experiences on the topic of disburse engineering design education with a special focus on its application in rapid innovation and manufacturing.

Information Technology Suitability Index for Mass Customization

In their presentation, Douglas Timmer and Miguel Gonzalez ( University of Texas-Pan American) will discuss the suitability of information technology in regards of mass customization.

Case Studies of Rapid Response Manufacturing in an International Production System

As a response to intensified competition, changing customer needs and greatly shortened product life cycles, ALPS as a global parts supplier to major automakers has been implementing rapid response manufacturing and mass customization technologies in order to capture and satisfy customer requirements in a timely and efficient manner.

In their presentation, Edi Sanjoto (ALPS Automotive) and Miguel Gonzalez (University of Texas-Pan American) will introduce best practices and strategies which allowed ALPS to connect with customers effectively and to quickly identify product variations. Furthermore they will compare different configurations of manufacturing lines with mass customization in mind, based on which they will give their recommendations for rapid response manufacturing strategies.

Reconfigurable Strategies to Hammer Open Innovation Concepts into the Mass Customized Automobile Manufacturing

The manufacturing industry in general and the automotive industry in particular is distinguished by rapid globalization, high mass customization, regionalization, value chain restructuring and reduced product as well as innovation life cycles. This in turn has compelled the automotive manufacturers to open up their innovation process to better address the customer needs readily by exploiting efficient outsourcing strategies.

Sarfraz Minhas, Ulrich Berger and Christiane Hipp (Brandenburgische Technische Universität Cottbus) will discuss the need for reconfigurable approaches in planning as well as in control to address mass- customization-induced complexities under the umbrella of open innovation. A reconfigurable production control will be proposed in the body-in-white production, encompassing the configuration of specific setups to enable co-development in a distributed production environment, exploiting ICT technologies to produce mass customized products.

Innovations in Mechatronic Products and Mass Customization

Mass Customization has been recognized as a successful strategy in the design and development of products tailored to customer needs. Global competition demands new products with added functionalities, as in the case of mechatronic products.  These products are becoming more and more important as a product type and new inventions have resulted in drastic changes in design and development of mechatronic products, both standalone and enhancing conventional mechanical systems.

In this part, Tufail Habib, Kaj Jörgensen and Kjeld Nielsen (Aalborg University) will present the particular structure and properties of mechatronic products compared to conventional mechanical systems.Following that they will give an overview of typical changes regarding functionalities from mechanical products towards mechatronic products.

Utilising Mass Customisation Methods for Modular ManufacturingSystem Design

In order to operate under and take advantage of the specific dynamics of today's markets, manufacturing processes have to be robust to product changes – a contradiction to traditional manufacturing systems developed as dedicated engineer-to-order solutions, tailored to production of a specific product or a limited product assortment. In response, modular manufacturing concepts are evolving, designed with the needed responsiveness in mind, being the manufacturing paradigm of Mass Customisation.

Research focus has been on the basic principles and enabling technologies, while modular architectures and system design have received less attention. A potential to fill these gaps by applying selected design theories and methods of MC has been identified. Based on a communality analysis between these theories/methods and the modular manufacturing approach, Steffen Joergensen, Alexia Jacobsen, Kjeld Nielsen, Ole Madsen and Kaj Jörgensen (Aalborg University) will discuss and evaluate the potentials and show possible obstacles of application.

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

17 08, 2011

#MCPC2011 program highlights – Customer Co-Creation for Ideation

By | 2018-06-14T09:43:48+00:00 August 17th, 2011|Co-creation, Crowdsourcing, Events, MCPC2011, Open/User Innovation, Research Studies, Service Customization|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

One of the main topics of the MCPC 2011 will be co-creation with customes and users. We are glad that we could win a number of high profile researchers to present their latest studies on customer co-creation. This session focuses on co-creation for idea generation.  

Session 1.3 (Nov 18): Customer Co-Creation for Ideation

The Future of Crowdsourcing – From Idea Contests to MASSive Ideation

Johann Füller(CEO of HYVE), Katja Hutter and Julia Hautz (Insbruck University) provide an overview of crowd sourcing practices for the future and introduces the “MASSive Ideation” approach which supports generating and evaluating numerous ideas and allows for the further elaboration of top-ranked ideas into a handful of the most promising concepts. This is done in collaboration with a large and geographically scattered crowd. The software-based approach captures the advantages of both real-life innovation workshops and virtual online interaction to facilitate the generation of elaborated product or service concepts.

Coopetition in Virtual Communities: An Interdisciplinary Approach

Virtual communities provide an essential outlet for customer co-creation. Vera Blaszevic, Alexandra Gatzweiler and Evalotte Lindgens (RWTH Aachen University) and Sophie Einwächter (Bochum University) talk about how to use the concept of coopetition to study cooperative and competitive mechanisms in virtual customer communities and their effect on individual and community productivity. Learn how coopetition increases productivity and why it is important for the long-term survival of the community.

Value in Co-Created Content Production in Magazine Publishing: Case Study of Co-Creation in Three Scandinavian Magazine Brands

This talk taps into the evolving phenomenon of co-creation in publishing industry. Tanja Aitamurto (Stanford University) and Saara Könkkölä (Aalto University) identify the value emerging from content co-creation in three Scandinavian magazines in a shared content production process in which customers and editorial teams co-create a magazine. The study shares results of the business value of co-creation and its impact on reader-brand relationship,  increased revenue, more personalized products and other benefits.

The Relevance of Customer Co-Creation of Value for Service Companies: Does Co-Creation enhance Revenues and Satisfaction?

Ursula Grissemann and Nicola Stokburger-Sauer (Insbruck University) assess the effects of co-creation on customer satisfaction and service expenditures, highlight the effects of company support for the customer to co-create and analyze the consequences of customers’ satisfaction with their co-creation performance. They found that service expenditures increase the more customers are integrated into the service development process. Likewise, co-creation was found to positively affect customer satisfaction with the service company.

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration (reducted rates until Sept 30)

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

2 04, 2009

Interview: Bruce Kasanoff of NowPossible.com on „Personal=Smarter“

By | 2018-06-14T11:09:51+00:00 April 2nd, 2009|Books, Customization Trends, Interview, Personalization, Service Customization|

Bruce Kasanoff, founder of NowPossible.com
Bruce Kasanoff
is founder and editor of NowPossible.com, which "covers the leading edge of personalization". Bruce wrote the one of the first business books in our domain of mass customization & personalization, "Making It Personal" (2002). He was head of training, research and development for Peppers and Rogers Group, a leading personalization consultancy. The Chartered Institute of Marketing cited Bruce among their inaugural listing of the 50 most influential thinkers in marketing and business today. He works with innovative vendors and enterprises, helping them leverage personalization strategies to build lasting competitive advantage.

"Personal=Smarter," says Bruce, explaining that the more a company customizes, the smarter it becomes. The smarter it gets, the more formidable a competitor it becomes. He has delivered training programs, workshops and keynote speeches to a wide variety of organizations in 21 states and eight countries. His audiences have included technology executives, physicians, managers, customer service representatives and entrepreneurs.

And as he shares in the following interview, Bruce is writing a second book on the topic! So stay tuned for much more brilliant ideas from this great mind in personalization!

FTP: Bruce, there has been a long discussion about terms and concepts in our field. So, what is personalization in your understanding?

BK: Personalization is using technology to accommodate the differences between people. Done right, it's a win/win strategy for providing a better outcome for both the service provider and the individuals involved. For example, if a doctor gives you a test to determine which treatment will work best for you before she starts your treatment, that's personalization. Likewise, if a company gives you the option to tell them when and how to contact you, that's also personalization.

FTP: How is this different to mass customization, where are differences and complements between personalization and mass customization?

BK: Mass customization is a process for implementing personalization. In some respects, personalization is a goal and mass customization is one way to accomplish that goal. But we need to be careful about defining or debating semantics. Both personalization and mass customization push a company towards being more responsive to the marketplace and thus being more nimble. Both result in a firm that can react faster and more effectively to volatility. Both enable a company to build defendable competitive advantages, because both require a firm to track, understand and accommodate the needs of its customers.

FTP: You are one of the earliest voices and thinkers in the field. What originally drew your interest to the concept of personalization?

BK: I was very lucky. One day I read "The One to One Future" by Don Peppers and Martha Rogers, and thought it was brilliant. At the time, I was working for Ogilvy & Mather, and I wrote a strategy brief for a client that used some of the personalization ideas from that book. Shortly thereafter, I saw a little story in our local paper announcing that Don and Martha were starting their company in my town! I sent them an email asking if they wanted a partner, and included a version of my brief. One week later, I was their partner. That was 1996, and it gave me the luxury of spending all my time thinking about personalization and working with many of the pioneers in the field.

FTP: What are recent trends you see with regard to personalization? Are there any industries or individual companies driving these trends?

BK: Personalization is everywhere, although it's not necessarily called that. I dare anyone to name an industry in which personalization is not playing an increasingly important role. It impacts how you search for information, share opinions, make decisions, place orders, use products, get service, and live your life. Google is a leading practitioner, and both IBM and HP are key enablers. For example, IBM's "smarter planet" approach is a wonderful embodiment of the "Personal=Smarter" logic I've been talking about for some time. I was thrilled to see one of the world's largest companies adopt this theme as a selling point for its clients.

The most important trend, just now emerging, is the opportunity to personalize the development and care of our bodies and minds. It sounds dramatic to say it, but personalized medicine and education will literally impact the future of the human race. At present, "personalized" approaches are being used to restore health and function to people who have a physical challenge, such as the loss of a limb or of control over their body (such as ALS.) But as these technologies get cheaper and more powerful, they will be made available to everyone. For example, a brain-computer interface that a "locked-in" individual uses to communicate (because he can't speak) will someday help students learn faster and more in tune with their personal learning styles.

FTP: What is the largest challenge still to be overcome in personalization?

BK: The way we think. Personalization is not a difficult concept to understand, but it is a difficult concept to apply. It's easier for managers to look at customers, projects and investments in isolation, but personalization requires a process – and a mindset – that pervades an organization. It requires a different culture, and near-constant care and feeding of that culture. Not many managers understand this, yet.

FTP: What would be your main advice for a manager who wants to lead a personalization or mass customization implementation?

BK: Spend 25% of your time and budget on training, and on changing your culture. When it comes to personalization, training is not a one-time thing. Your staff and your systems are used to a non-personalized approach; they will constantly try to shift back in that direction. Unless you anticipate this and work consistently to prevent such backsliding, it will prevent you from enjoying measurable success.

FTP: You recently started your new blog, nowpossible.com. The depth and width of content you have provided there just within the last two months is really astonishing! What was your motivation to start this effort, and who is your target audience?

BK: Thanks. I'm writing a second book on personalization called "You! and Improved!", and as you know, writing is a solitary process. The website gives me an opportunity to test ideas, get feedback, and enlist innovative people in my work. I have two target audiences. The first includes innovators in organizations who are making personalization work better and better. The second comprises thoughtful individuals who would like to understand and benefit from this trend that can change their lives for the better.

FTP: To conclude: What is, in general and beyond your industry, the greatest personalization (and/or mass customization) offering ever – either one that is already existing or that you would like to get in the future?

BK: That's simple. I want to gain control over my fate, to anticipate and thus prevent the afflictions that would otherwise shorten my life or reduce my quality of life; to stay strong and mentally sharp longer than previous generations; and to be able to find and connect with the people and ideas that personally interest me.

Contact Bruce Kasanoff at (203) 341-9448 or bruce (at) nowpossible.com

20 02, 2009

Customization of Music: SongMap helps you to create custom songs

By | 2018-06-14T11:10:22+00:00 Februar 20th, 2009|Cases-Consumer, Customization Trends, Service Customization|

Church music
may be one of the most standardized products in the world. Since hundreds of years, church goers use the same songs and rhythms which often become part of the cultural tradition of a society.

Not any more. Last week, LifeWayWorship unveiled the latest innovation in digital music: SongMap, a web-based application that allows users to create custom arrangements of songs and produce corresponding audio files and sheet music.

Lifeway is a service company supporting the Southern Baptist Convention and one of the world’s largest providers of Christian products and services. But despite its religious mission, it uses latest technology and has invented really a world's first-of-a-kind product with its customizable music offering

Well, old-time readers of my blog my remember a similar offering of cutomizable music, but not in this scale and scope.

SongMap is the first web-based technology that allows users to choose specific sections of songs: verses, choruses, transitions, and more … and then download sheet music and audio files that correspond to the custom arrangement. The technology was developed specifically to meet the needs of worship leaders who want more flexibility arranging songs for church services. At the same time, SongMap has broader implications throughout the mainstream music world.

“SongMap is the first technology that gives users the ability to change songs on the Internet to meet their own tastes,” said Mike Harland, director of LifeWay Worship.

“Some churches need sheet music for a full rock band each week, while others rely solely on accompaniment tracks. We set out to find a way to help these churches create music that suits their congregations. In doing so, we created a new music technology that does what none other has done before.”

Very similar applications could be used by schools, theaters, local choirs, and so on … however, I don't know whether the creators of this technology would love to see their product used for some raunchy song by 50Cent.

Three years in development, SongMap was created by a team of software engineers and music industry professionals. It involved the largest known recording project in Nashville history. Nearly 1,000 songs and 8,000 mixes were recorded in just 10 months by over 150 professional musicians, vocalists and engineers. The production team then divided the arrangements into more than 500,000 individual segments. From these segments, the SongMap technology allows users to “map” custom mixes of individual songs.

The cost to map a song ranges from $ 1.49 to $1.99 per part. Once a song is purchased, the user has immediate access to the corresponding MP3 file and sheet music. I am curious to learn how this technology is accepted and how it will develop in the next years. I could imagine a Zazzle or Spreadshirt-kind of business model: Some creative people create new songs to address, e.g., a recent trends, and then share their creation with others in their own online song store. 

Context Information:

24 01, 2009

Open Innovation in the Financial Services: New Book by Daniel Fasnacht Covers Change in Banking Industry

By | 2018-06-14T11:10:35+00:00 Januar 24th, 2009|Open/User Innovation, Service Customization|

Can open innovation save the financial industry? A new book suggests that this concept may have an important contribution to the change required in setting up more sustainable business models.

The book by Daniel Fasnacht
 The idea of open innovation is still getting more and more attention of managers responsible for innovation. Most of the publications and reports on the topic, however, are focusing on tangible products. But how about open innovation for services? Like financial services? Daniel Fasnacht says yes. In an upcoming book, he regards open innovation as a key concept for change. Daniel Fasnacht is an executive director at Bank „Julius Baer“ in Switzerland and the author of the recently published book, Open Innovation in the Financial Services, published by Springer in January 2009.

The book identifies the shift from a closed to an open innovation paradigm in many financial institutions to react on recent financial and political challenges. Open innovation according to Fasnacht’s definition is a mindset characterized by openness, flexibility, and customer integration. The book presents open innovation as a broad framework, including also concepts like developing ambidextrous thinking, creating an intrapreneurial attitude, and getting a systemic and holistic view on the firm. The term „open innovation“ thus is used as a metaphor to address a wider array of options for strategic change in a conservative industry (Fasnacht uses the term much broader than I do it usually).

I invited Daniel Fasnacht to summarize his thoughts presented in his book. Find his short guest article to this blog in the following. FTP.

Open Innovation in the Financial Services

By Daniel Fasnacht

Banking has traditionally been a conservative industry and resistant to change. The stable industry structure, defined boundaries, clear business models, and identifiable players made change linear and predictable. But the recent global financial crisis have led to an industry with ambiguous structure, blurred boundaries, new business models, intermediaries and market entrants.

Banking and in particular banks have come under great pressure since September 2008 when Lehman Brothers, an institution which traces its roots back to 1850, filed for bankruptcy. Today, change in banking is unpredictable. Speed, efficiency, flexibility, and reliance have all become equally important factors not only for success, but to survive.

These new business rules and the hypercompetitive global environment have wide implications for management. Visionary leaders realized the need for extensive adaptations with innovation as a source of competitive advantage. Beneath the surface of banking, the overall phenomenon that will drive change in years to come is anticipated to be the shift from a closed to an open innovation paradigm.
Within the new paradigm, focus lies on openness, flexibility, and customer integration with the cooperation as the dominant organizational model. Firms in the financial services increasingly adopt open innovation concepts from manufacturing.

One application of open innovation has been adopted by almost all banks in recent years. They embraced open architecture as a model, which offers clients a full range of products, regardless of their suppliers. Openness is an essential prerequisite for the ability of modern financial firms to achieve differentiation, expertise, and specialization on the supply side, while providing superior service to highly satisfied customers on the demand side. To offer such a wide assortment, banks must balance the internal and external offerings. Thus, banks must restructure their client advisory processes as a complementary service to their product portfolio, with the aim of increasing customer value.

But with flexibility I would also like to refer to collaborative innovation. In other words, in a partnership flexibility is needed to control risk, commit limited resources, adapt to changing conditions, and exit easily. Listening to the voice of the customer and differentiating customer needs suitably are vital activities and impact customer satisfaction. Understanding client needs is key for developing new segments and value propositions. Many wealth managers hence today move from client segmentation based on assets to qualitative and psychographic criteria such as behavior type, source of wealth, and the life-cycle phase of the client. These are concepts for the future that help to tighten the relationship between the customer and the bank. Offering open architecture and focusing on servicing rather than pushing products is what clients want.


I am convinced that such approaches additionally increase trust. But
managing multiple product offerings, serving, and advising clients
across the globe is a huge challenge. By adopting a new open model of
innovation, executives are able to cope with strategic change and
simultaneously increase efficiency, flexibility and customer service.
The capability for open, flexible, and aligned interactions is required
for all business practices, but is not only important for expansion
strategies in general, but especially during turbulent times.

In my book, I developed an integrative open innovation model (see the figure for an overview). The model illustrates the environmental changes, coming from the market, policy & regulation, customer, technology, and economy. These developments, together with recent incidents such as the financial crisis, have led to the phenomenon – the transition from a closed approach to open innovation. To master the transition, I elucidate the transition strategies observed in a number of firms. Implementing those strategies requires a set of new dynamic management practices and an open organizational culture that fosters the transition and releases organizational energy required to do business in the open innovation paradigm.

About the author:
Dr. Daniel Fasnacht, born 1969, is an Executive Director at Bank Julius Baer. As chief of staff for Latin America, he is in charge for strategy, market development, and management support. Daniel has previously worked for Credit Suisse, Accenture and SAP. He has more than a decade’s experience in the financial services industry. He holds a degree in information management, an MBA from the University of St. Gallen, Switzerland, and a PhD in Strategic Management from the University of Nottingham, England. He has published several articles about open innovation and strategy. He may be contacted at open.innovation@gmx.ch

Download the table of contents and a sample chapter of the book.