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MCPC 2009 Day 2: Prof. Benedict Dellaert from Erasumus University in Rotterdam started the second day with a great keynote on "Designing the gateway — gateways to product spaces". He provided a very good overview of the state of research in marketing on the space where customers and suppliers interact today.
He started his differentiation of personalization and customization: Personalization is often a strategy of retailers to passively support customers to find the right selection, e.g. by using profile data or collaborative filtering. At the same time, mass customization is seen as a strategy by manufacturers to actively integrate customers in a co-design process. Along this line (a continuum, not two alternatives), Benedict then addressed the crucial question how to match solution options available in general with the capabilities of customers to make the choice: "It is nice to have the flexibility