|Mass Customisation is far more than making efficiency
improvements through automated production processes, integrated supply and
delivery chains and the like, though these mass
production techniques are still important. In mass production
models, Research and Development design new products or services, that
manufacturing then make in quantity for marketing to then promote in
order to stimulate consumer demand. Customers are then directed to the various
sales channels to purchase one of these pre-built products.
It is also more than mass personalisation where the customer is involved at the final assembly stage, typically selecting additional options from a standard base product or service. Nether-the-less, mass personalisation can be an important step onward from mass production towards mass customisation.
To see an illustration of 5 slides explaining the different forms of mass development, click on the slides.
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