Mass Customisation - Types/Evaluation

• Mass customization

  Using computer-aided manufacturing (CAM) to produce individually tailored output on a large scale
• Joseph Pine II and Gilmore in 1993 came up with four types of mass customization
• Axis for defining types of mass customization

  Product change (small amount or big amount) and Presentation change (small amount or big change)
• Types of mass customization

  • Adaptive customization
  • Transparent customization
  • Cosmetic customization
  • Collaborative customization
• Collaborative customization

  Talking to the customer to establish their requirements, manufacturing the product based on the customer's input
• Collaborative customization

  Also known as co-creation customization, involves significant changes to both the product and its presentation
• Collaborative customization

  • Tailored suits
• Adaptive customization


  Producing a standardized product that customers can customize after purchase
• Adaptive customization

  • Philips Hue lights
• Transparent customization

  Providing each customer with a unique product without explicitly stating it's customized
• Transparent customization


  • Google AdSense or Google AdWords
• Cosmetic customization


  Changing how the product is presented without altering the product itself
• Cosmetic customization

  • Milk with customized options for packaging sizes