Consumer Preferences for Mass Customization

Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers’ evaluations of different mass customization configurations when asked to mass customize a product. For instance, mass customization configurations may differ in the number of modules that may be mass customized. The authors find – in the context of mass customization of personal computers – that mass customization configuration affects the product utility consumers can achieve in mass customization as well as their perception of mass customization complexity. In turn, product utility and complexity affect the utility consumers derive from using a certain mass customization configuration. More specifically, product utility has a positive, and complexity has a negative effect on mass customization configuration utility. The effect of complexity is direct as well as indirect, because complexity also lowers product utility. The authors also find that consumers with high product expertise find mass customization configurations less complex than consumers with low product expertise and that for more expert consumers complexity has a less negative impact on product utility. The study has important managerial implications for how companies can design their mass customization configuration to increase utility and decrease complexity.marketing ;

Knowledge Reuse for Customization: Metamodels in an Open Design Community for 3d Printing

Theories of knowledge reuse posit two distinct processes: reuse for replication and reuse for innovation. We identify another distinct process, reuse for customization. Reuse for customization is a process in which designers manipulate the parameters of metamodels to produce models that fulfill their personal needs. We test hypotheses about reuse for customization in Thingiverse, a community of designers that shares files for three-dimensional printing. 3D metamodels are reused more often than the 3D models they generate. The reuse of metamodels is amplified when the metamodels are created by designers with greater community experience. Metamodels make the community's design knowledge available for reuse for customization-or further extension of the metamodels, a kind of reuse for innovation

Using Microservices to Customize Multi-Tenant SaaS: From Intrusive to Non-Intrusive

Customization is a widely adopted practice on enterprise software applications such as Enterprise resource planning (ERP) or Customer relation management (CRM). Software vendors deploy their enterprise software product on the premises of a customer, which is then often customized for different specific needs of the customer. When enterprise applications are moving to the cloud as mutli-tenant Software-as-a-Service (SaaS), the traditional way of on-premises customization faces new challenges because a customer no longer has an exclusive control to the application. To empower businesses with specific requirements on top of the shared standard SaaS, vendors need a novel approach to support the customization on the multi-tenant SaaS. In this paper, we summarize our two approaches for customizing multi-tenant SaaS using microservices: intrusive and non-intrusive. The paper clarifies the key concepts related to the problem of multi-tenant customization, and describes a design with a reference architecture and high-level principles. We also discuss the key technical challenges and the feasible solutions to implement this architecture. Our microservice-based customization solution is promising to meet the general customization requirements, and achieves a balance between isolation, assimilation and economy of scale

Exploring the concept of web site customization: applications and antecedents

While mass customization is the tailoring of products and services to the needs and wants of individual customers, web site customization is the tailoring of web sites to individual customers? preferences. Based on a review of site customization applications, the authors propose a model with four different levels standardization, adaptation, passive personalization, and active personalization). Each of these levels requires a different level of involvement of both the supplier and the customer. Based on an extensive review literature the authors then develop conceptual models of the determinants of site customization from both a customer?s and a supplier?s point of view. Both models contain the factors that determine the willingness of a party (customer or supplier) to get actively involved in web site customization. Some factors have a positive impact on the willingness to customize while others have a negative impact. Managers engaged in site customization projects should realized that site customization is not an undisputed topic. Its success will be context dependent. The presented conceptual models can be used to analyze the essentials of a particular context and to assess the potential of web site customization.

The Effect of Incorporating End-User Customization into Additive Manufacturing Designs

In the realm of additive manufacturing there is an increasing trend among makers to create designs that allow for end-users to alter them prior to printing an artifact. Online design repositories have tools that facilitate the creation of such artifacts. There are currently no rules for how to create a good customizable design or a way to measure the degree of customization within a design. This work defines three types of customizations found in additive manufacturing and presents three metrics to measure the degree of customization within designs based on the three types of customization. The goal of this work is to ultimately provide a consistent basis for which a customizable design can be evaluated in order to assist makers in the creation of new customizable designs that can better serve end-user. The types of customization were defined by doing a search of Thingiverse’s online data base of customizable designs and evaluating commonalities between designs. The three types of customization defined by this work are surface, structure, and personal customization. The associated metrics are used to quantify the adjustability of a set of online designs which are then plot against the daily use rate and each other on separate graphs. The use rate data used in this study is naturally biased towards hobbyists due to where the designs used to create the data resides. A preliminary analysis is done on the metrics to evaluate their correlation with design use rate as well as the dependency of the metrics in relation to each other. The trends between the metrics are examined for an idea of how best to provide customizable designs. This work provides a basis for measuring the degree of customization within additive manufacturing design and provides an initial framework for evaluating the usability of designs based on the measured degree of customization relative to the three types of defined customizations

Mass Customization vs. Complexity: A Gordian Knot?

Mass customization is a business strategy that aims at satisfying individual customer needs, nearly with mass production efficiency. It induces a high complexity level because of various customer requirements and a steadily changing environment. However, mass customization has some potential to reduce complexity. These interdependencies between mass customization and complexity form a Gordian knot that should be cut in order to point out that mass customization is not just an oxymoron linking two opposite production concepts, but a business strategy that contributes towards reaching a competitive advantage. On the one hand, mass customization increases the production program, manufacturing and configuration complexities. On the other hand, mass customization can contribute to reduce complexity at the levels of order taking process, product and inventories. The main results attained through the analysis are integrated in a comprehensive framework that shows the complexity increasing and complexity decreasing aspects due to mass customization.complexity; mass customization

A Framework for Understanding the Interdependencies between Mass Customization and Complexity

Mass customization is a business strategy that aims at satisfying individual customer needs, nearly with mass production efficiency. It induces a high complexity level because of various customer requirements and a steadily changing environment. However, mass customization has some potential to reduce complexity. The interdependencies between mass customization and complexity are discussed in order to demonstrate that mass customization is not just an oxymoron linking two opposite production concepts, but a business strategy that contributes towards reaching a competitive advantage. On the one hand, mass customization increases the production program, manufacturing and configuration complexities. On the other hand, it contributes to reduce complexity at the levels of order taking process, product and inventories. The main results attained through the analysis are integrated in a comprehensive framework that shows the complexity increasing and complexity decreasing aspects due to mass customization.Mass Customization; Complexity Management; Product Variety

Online banking customization via tag-based interaction

In this paper, we describe ongoing work on online banking customization with a particular focus on interaction. The scope of the study is confined to the Australian banking context where the lack of customization is evident. This paper puts forward the notion of using tags to facilitate personalized interactions in online banking. We argue that tags can afford simple and intuitive interactions unique to every individual in both online and mobile environments. Firstly, through a review of related literature, we frame our work in the customization domain. Secondly, we define a range of taggable resources in online banking. Thirdly, we describe our preliminary prototype implementation with respect to interaction customization types. Lastly, we conclude with a discussion on future work

B2C Mass Customization in the Classroom

The purpose of this article is to describe an internet-based mass customization assignment in Operations Management/Supply Chain Management classes where students utilize the Web site of a company that offers a customized product. Students evaluate the user interface, judge the value proposition of the product they demonstrate, and discuss issues of product design, process design and scheduling, inventory management, Supply Chain Management, marketing, and competitors. The students learn about mass customization from both the producer\u27s perspective and the consumer\u27s perspective. Through their own research and the class presentations students are able to develop a better understanding of the implementation requirements and challenges of mass customization. The assignment is highly interactive and has been successfully used in Operations Management and Supply Chain Management courses at under-graduate and graduate levels and at multiple universities. In addition, practitioners interested in implementing a mass customization process can use the assignment as a brainstorming or benchmarking exercise