Mass Customisation

A New Paradigm

Mass Customisation is a new paradigm based on creating variety and customisation through flexibility and quick responsiveness. It moves the focus from buying on price (because all goods and services appear to be much the same), to one of buying on satisfied needs and wants, at a competitive and affordable price. A company engaged in Mass Customisation actually seeks to fragment the market through economies of scope. This is in contrast to a mass producer who seeks to consolidate and reduce choice through economies of scale.

At its heart, Mass Customisation has a Dynamic System Feedback Loopthat generates the demand for a multitude of products and services at an ever increasing frequency. The diagram from chapter 3 of Pines book² illustrates the 2 secondary re-enforcing loops of processes technology and product technology.

There are 5 basic ways that that products and services may be Mass Customised and there are 6 basis ways to componentised ones products and services.

Next is New Process Technology

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[New Process Tech.] [New Product Tech.] [New Thinking] [Benefits] [Implications]
[Methods of Mass Customisation] [6 Ways to Componentise]

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