Mass customization is an uprising business model, which acquires further investigation in order to form the appropriate methods of decreasing the high manufacturing expenditures. Mar 01, 2002 mass customization presents a paradox to traditional manufacturing practices. Mass customization mass customization means to offer products or services which meet the demands of each individual customer, but which still can be produced and delivered with mass production efficiency. Pdf mass customization and manufacturing researchgate. Mass customization presents an enticing promise, but as a manufacturing trend it is still in its infancy, and companies may find that the availability of industry testimonials and academic research is underdeveloped. Mass customization advantages and disadvantages latest quality. How technology can drive the next wave of mass customization. Mass customization can also generate valuable data that may be used in the development of standard products. Mass customizationthe automated manufacturing bespoke products, profitably combining the low unit costs of mass production with the flexibility of building custom products to orderhas been touted as the next big thing for more than a quarter of a century. It is characterized by high volume and low variety. Most experts agree that additive manufacturing is a complement, rather than a. With the technological advances of manufacturing, information technology, communication, and product design, higher levels of mass customization can be realized.
Wiivv enables customers to use a smart phone app to take pictures of their feet, generating up to 200 data points. Mass customization mc manufacturing requires high flexibility to respond to customer needs in a timely manner. Flexible manufacturing system for mass customization manufacturing. Inventory correction and shortage measurement sumant raykar abstract this thesis documents the application of the principles of lean manufacturing and supply chain planning at varian semiconductor equipment associates.
The design goal is to achieve a balance between product standardization and manufacturing flexibility. Why wouldnt people want to be treated as individual customers, with products tailored to their specific needs. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization. Mass customizationa lean and agile supply chain required. Additive manufacturing for mass customization springerlink. Mass customization presents a paradox to traditional manufacturing practices. Mass customization is a marketing and manufacturing. Am requires three dimensional computer aided design 3dcad data in order to additively build parts from numerous materials, including polymers, metals and ceramics. I see current mass customization as simply a higher level of performance responsiveness for what some automotive manufacturers have already been doing.
Jul 14, 2014 mass customization also creates an interface between the manufacturer and the customer, enabling collaboration and open innovation. Handbook of research in mass customization and personalization. Impactsofinformationtechnology on mass customization. If a company has a long production process or delivery time from factory to end consumer, having this kind of power supply makes it difficult to masscustomize. Joseph pine, who made mass customization popular with his 1993 book. Mass customization measured by the foot at wiivv 3d systems. Mass customization refers to a companys ability to efficiently mass produce products that meet individual consumer wants and needs. The bottom line, however, is that all companies must find out how to make some type of mass customization work for them. Fralix textileclothing technology corporation tc2 cary, nc abstract with the advent of the industrial revolution and interchangeable parts, manufacturing moved from the craft era to the mass production era. A supply chain approach is a text on the emerging topic of mass customization in manufacturing.
Mass customization, in marketing, manufacturing, call centres and management, is the use of flexible computeraided manufacturing systems to produce custom output. Mass customization is the process of delivering widemarket goods and services which are modified to satisfy a specific customers need. How mass customization is changing the manufacturing industry. Improvement of kanban policy and implementation wu chen abstract this thesis documents the application of the principles of lean manufacturing and supply chain planning at varian semiconductor equipment associates. Pdf mass customization aims to deliver products and services that best meet individual customers needs with near mass production. Handcrafting is not feasible on a large scale, and mass customization requires a fundamental rethinking of the way operations run. Biggest challenges of mass customization and tips for addressing these challenges.
Economies of scale in manufacturing and distribution brought down the price of mass produced goods so much that all but the most welltodo customers. Mass customisation is a type of manufacturing system that combines sensitivity to customer preferences with standardisation of processes, and therefore seeks to combine flexibility, low costs and high quality. Mass customization manufacturing mcm has been gaining. The contributed chapters in this book provide a unified treatment to the topic by offering coverage in four main categories concepts and current state of research. However, as the degree of customization increases and customer involvement occurs earlier in the design and fabrication stages, the direct application of lean principles to maintain flow and low. Strategies of generalized production line platform and modularization are explored to support dynamic. The two manual painting methods also detracted from standardization, since. Mass customization manufacturing mcm has been gaining recognition as an industrial revolution in the 21st century. Mass customization of products and services has been on the rise over the past several years across different industries. Standard products are produced and stocked in the warehouse, availing to be. For fast and easy production, mass customization products should be designed for manufacturability. Pdf from design to manufacturing for mass customization. Mass customization means to offer products or services which meet the demands of each individual customer, but which still can be produced and delivered with mass production efficiency. Now, and shortterm 12 years why this is important the idea or concept of mass customization is not new.
Anderson is a californiabased consultant specializing in training and consulting on buildtoorder, mass customization, leanflow production, design for manufacturability, and cost reduction. Mass customization carries the benefits of high product sales associated with mass production, and by offering a foundation product and giving customers a range of models or the option to add. Combining the best of both promises exciting choices for consumers and new opportunities for businesses. Mass customization is not a pure but a hybrid manufacturing concept, which joins the. Jul 17, 2009 mass customization mc manufacturing requires high flexibility to respond to customer needs in a timely manner. The idea of mass customization in the door industry using. Scanias main characteristic is a modular product range and a value chain that is based on the production of the modules. Mass customization an english expression that can be translated as mass customization is the strategy of producing goods and services aimed at satisfying the individual needs of customers and at the same time preserving the e. However, with advances in technologies in areas such as digital manufacturing, big data and even social media, mass customization is going mainstream. Pdf the concept of mass production was introduced in the 1800s and reached its full development in the 1920s.
Manufacturing and distribution must coordinate both the supply and the redesign of materials and situate manufacturing processes in the most effi. To address this gap in the literature, we conduct a quasilongitudinal case study of a manufacturing facility belonging to a division of a fortune discrete manufacturing. Technology solutions for your business mass customization. Integrating lean and other strategies for mass customization. Mass customization engineering and managing global. May 23, 2019 mass customization is the process of delivering widemarket goods and services which are modified to satisfy a specific customers need. Production economics is such that firms incur an increasing marginal cost to acquire additional flexibility in manufacturing and logistics to offer a larger set of. Mass customization is an important business concept, which numerous brands are adopting these days. Difference between concepts of mass production and mass. One of the best tools in the mass customization toolbox is a product configurator that allows. Mass customization is defined as a business strategy for profitably providing customers with. Pdf mass customization aims to deliver products and services that best meet individual customers needs with near mass production efficiency. Purpose the project seeks to discuss the phenomenon of mass customization in the automobile industry on both industry and companylevels.
Keywords mass customization, operations managementinformation systems interface, modular design, survey research, information technology. Flexible manufacturing system for mass customization. Aug 29, 2014 mass customizationa lean and agile supply chain required. While traditionally mass customization has been associated with flexible manufacturing technology and the development of modular product architectures, we have shown in this chapter that mass customization cannot be realized without conceptualizing, designing, and implementing a configurator.
Mass customization puts huge pressure on product manufacturing companies to find ways to up their game in nearly every aspect of their operations, from introducing new customer sales processes and implementing responsive supply chains to crafting flexible yet costeffective custom manufacturing processes. Mass production implies uniform products, whereas customization connotes smallscale crafts. In fact, everything from web design to order management to shipping not to mention the actual manufacturing process has to change to accommodate a market of one. All too often, executives at manufacturing as well as service companies that have been pursuing continuous improvement do not realize that mass customization is a distinct and, generally, a. From mass production to mass customization michael t. Wiivv is at the forefront of mass customization, a longsought methodology for delivering highly personalized products at costs similar to mass manufacturing. However, with advances in technologies in areas such as digital manufacturing, big data and even social. Mass customization mc, within the marketing, manufacturing, and management contexts of an organization, is the use of flexible, computeraided manufacturing systems to produce custom outputs in a mass production environment. Research and development must redesign the product so that it can be customized at the most efficient point in the supply network. Mass customization advantages and disadvantages mass customization mass customization is considered to be the happy medium when the buyer wants you to make customized, made on order goods but you want to produce and sell the product at a minimum price to cope up with the mass manufacturing. How technology can drive the next wave of mass customization 5 provide a userfriendly and speedy way to gather a consumers customization prefer ences.
Additive manufacturing am is a disruptive manufacturing technology that requires no tooling for production. Mass customization mc has been hailed as a successful operations strategy across manufacturing and service industries for the past three decades. Research on mass customization has largely overlooked the issue of organizational change associated with the mass productionto mass customization mptomc transition. Mass customization model in food industry using industry 4.
The increased interest in mass customization and personalization is evidenced by the growth in research in the area, in scholarly publications as well as the emergence of new courses on the subject. This paper presents innovative approaches in realizing and exercising mcm in theoretical and practical applications. The concept of mass customization first appeared in 1987. Thus, mass customization presents a paradox by combining customization and mass production, offering unique products in a mass. Manufacturing transformation toward mass customization and. Mass customization as a solution for the service industry 5 052012 maarten ter harmsel preface this thesis is the conclusion of the master business administration i started in february 2010. Oct 01, 2003 abstract mass customization manufacturing mcm has been gaining recognition as an industrial revolution in the 21st century. Until recently, however, mass customization made only modest inroads in a few. Historically, companies chose to produce either customized, crafted products or mass. Mass customization can be realized differently at a food plant than a textile or carassembly plant, but all factories may achieve big savings.
Mass customization, targeted mass customization, and product. Products should be developed in synergistic product families and be designed around aggressively standardized parts and materials, designed for no. This article will help you to differentiate between the concepts of mass production and mass customization. Moreover, the concept is also utilized in the development of marketing strategies for product and service lines and during the process of recognizing the target audience of a brand or business. Today i define mass customization as the lowcost, highvolume, efficient production of. Mass customization opportunities, methods, and challenges.
Integrating lean and other strategies for mass customization manufacturing. Pdf integrating lean and other strategies for mass. Within the manufacturing world, mass customization is about producing highly configured products with the efficiency of a massproduced product gardner, 2009, p. This refers to production in batch sizes of one to meet customer specific demand. However, the wider implications of using mc approaches in the broader industrial and economic environment are not yet clearly understood. All too often, executives at manufacturing as well as service companies that have been pursuing continuous improvement do not realize that mass customization is a distinct and, generally, a very. When we think of becoming lean, in many ways, the ultimate process strategy to accomplish this is what is known as mass customization.
The phrase mass customization is striking, for it seems a contradiction in terms. Industry examples are used in categorization of mass customization and corresponding technology is presented. Success in mass customization manufacturing is achieved by. Such systems combine the low unit costs of mass production processes with the flexibility of individual customization mass customization is the new frontier in business for both manufacturing and. Mass customization an overview sciencedirect topics. Within this chapter the advantages realized by taking an am approach are considered as well.
Challenges rising prices of raw material some customers still prefer to take some out a dealers lot directly even though 12 days is pretty impressive, customers still want lesser delivery time us laws has not yet allowed mass customization to be standard procedure in the us, laws allow the customer to call of a deal before the. Wiiv wearables delivers 100% custom sls 3d printed production of tens of thousands of shoe soles with an aim to achieve a 72hour fulfillment from order to shipping. Lean manufacturing principles can be easily applied to situations with low levels of mc. Mass production refers to the production of standardized products on a large scale. While online configurators have been around for years, user interaction in the past was limited to selecting a few configuration options in a form. Article on mass customization as a cost reduction strategy. However, as the degree of customization increases and customer involvement occurs earlier in the design and fabrication stages, the direct application. Designing, engineering and manufacturing multiple variants of a product to meet the specific requirements of a customer has been around for quite a while. Mass customization is a flexible manufacturing system that creates custommade options. Before talking more about mass customization, i first would like to note that there is a wide area between mass production and mass customization. It is a system that combines the mass production process of low cost with flexible personalization. Biggest challenges of mass customization and tips for. Mass customization as a solution for the service industry.
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