Piller, Frank; Koch, Michael; Möslein, Kathrin M.; Schubert, Petra
Dokumenttyp:
Konferenzbeitrag / Conference Paper
Titel:
Managing High Variety
Untertitel:
How to Overcome the Mass Confusion Phenomenon of Customer Co-Design
Titel Konferenzpublikation:
Proceedings
Untertitel Konferenzpublikation:
3rd Annual Conference of the European Academy of Management (EURAM2003)
Konferenztitel:
European Academy of Management Annual Conference (3., 2003, Mailand)
Konferenztitel:
EURAM Conference 2003
Tagungsort:
Mailand
Jahr der Konferenz:
2003
Jahr:
2003
Sprache:
Englisch
Abstract:
The idea of integrating users into the design and production process is a promising strategy for companies being forced to react to the growing individualization of demand. While there is a huge amount of managerial literature on manufacturing and information systems for mass customization, research on the role of the customer within the co-design process is rare. However, customers face new uncertainties and risks when purchasing a customized good. We discuss these risks and provide a new approach to address these problems based on personalization and collaboration. We will analyze how personalization of the co-design process and collaboration of users within communities can render (mass) customization more efficient. Our objective is to set a research agenda in the field of user interaction with toolkits for customer co-design. «
The idea of integrating users into the design and production process is a promising strategy for companies being forced to react to the growing individualization of demand. While there is a huge amount of managerial literature on manufacturing and information systems for mass customization, research on the role of the customer within the co-design process is rare. However, customers face new uncertainties and risks when purchasing a customized good. We discuss these risks and provide a new appro... »