Skip to main content
SpringerLink
Log in

Looking for Patterns: A Comparative Analysis of Mass Customization Co-design Toolkits for Tangible Versus Intangible Offerings

  • Conference paper
  • First Online:
Towards Sustainable Customization: Bridging Smart Products and Manufacturing Systems (CARV 2021, MCPC 2021)

Part of the book series: Lecture Notes in Mechanical Engineering ((LNME))

  • 3929 Accesses

Abstract

People are co-designs, unique masterpieces of art and science. Each is tangible, real, and being, as well as intangible, abstract, and feeling. The mass customization (MC) co-design toolkit enables the consumer to convey uniqueness and achieve her ideal offering – be it a good, service, experience or, ultimately, transformation [1]. MC toolkits increase functional, transactional benefits, rendering experiential, relational value, generating tangible and intangible worth for the individual, and leading to loyalty [2]. Ever-evolving contexts of URL and IRL converge, compressing the continuum between virtual and real life, and presenting the MC field with prospects to complement extant work. Via comparative analysis, this paper aims to determine if discernible patterns exist between tangible and intangible MC toolkits. If so, are these patterns palpable, or nuanced structural distinctions? Do they reveal other dimensions of consumer value allowing deeper understanding of key benefits identified by extant MC literature? Findings contribute to theory and practice regarding MC co-design experience value for individual consumers and providers.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 299.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 379.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 379.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Pine, B.J., Gilmore, J.H.: The Experience Economy: Work is Theatre & Every Business A Stage. Harvard Business Press, Boston, MA (1999)

    Google Scholar 

  2. Franke, N., Piller, F.T.: Key research issues in user interaction with configuration toolkits in a mass customization system. Int. J. Technol. Manage. 26(5/6), 578–599 (2003). https://doi.org/10.1504/IJTM.2003.003424

    Article  Google Scholar 

  3. Franke, N., Piller, F.T.: Value creation by toolkits for user innovation and design: the case of the watch market. J. Prod. Innov. Manag. 21(6), 401–415 (2004). https://doi.org/10.1111/j.0737-6782.2004.00094.x

    Article  Google Scholar 

  4. Pine, B.J., II., Gilmore, J.H.: The Experience Economy: Competing for Customer Time, Attention, And Money. Harvard Business Press, Boston, MA (2019)

    Google Scholar 

  5. YouGov: Made to order: an analysis of US consumer perception towards personalization (2018)

    Google Scholar 

  6. McKinsey & Company: Perspectives on personalization @ scale (2018)

    Google Scholar 

  7. Deloitte LLP: Made-to-order: The Rise of Mass Personalization. The Deloitte Consumer Review (2019)

    Google Scholar 

  8. Freudmann, A.: Customers Want Customization, and Companies are Giving it to Them. The New York Times (2020)

    Google Scholar 

  9. Gandhi, A., Magar, C., Roberts, R.: How technology can drive the next wave of mass customization (2014). Retrieved from https://www.mckinsey.com/~/media/mckinsey/dotcom/client_service/bto/pdf/mobt32_02-09_masscustom_r4.pdf

  10. Blažek, V., Venema, B., Leonhardt, S., Blažek, P.: Customized optoelectronic in-ear sensor approaches for unobtrusive continuous monitoring of cardiorespiratory vital signs. Int. J. Ind. Eng. Manage. 9(4), 197–203 (2018)

    Article  Google Scholar 

  11. Pine, B.J.: Mass Customization: the New Frontier in Business Competition. Harvard Business School Press, Boston, MA (1993)

    Google Scholar 

  12. Turner, F., Merle, A., Gotteland, D.: Enhancing consumer value of the co-design experience in mass customization. J. Bus. Res. 117, 473–483 (2020)

    Article  Google Scholar 

  13. The Configurator Database @ www.configurator-database.com (2020)

  14. Florida, R.: The Rise of the Creative Class. Basic Books, New York (2003)

    Google Scholar 

  15. Roma, A.D., Minenna, V., Scarcelli, A.: Fab labs. New hubs for socialization and innovation. Des. J. 20 (sup1), S3152–S3161 (2017)

    Google Scholar 

  16. Fox, S.: Mass imagineering, mass customization and mass production: complementary cultures for creativity, choice and convenience. J. Consum. Cult. 19(1), 67–81 (2019)

    Article  Google Scholar 

  17. Hearn, G.: The future of creative work: creativity and digital disruption. In: The Future of Creative Work. Edward Elgar Publishing: Cheltenham, United Kingdom, pp. 1–12 (2020)

    Google Scholar 

  18. Dellaert, B.G.C.: The consumer production journey: marketing to consumers as co-producers in the sharing economy. J. Acad. Mark. Sci. 47(2), 238–254 (2018). https://doi.org/10.1007/s11747-018-0607-4

    Article  Google Scholar 

  19. Schreier, M.: The value increment of mass-customized products: an empirical assessment. J. Consum. Behav. 5(4), 317–327 (2006). https://doi.org/10.1002/cb.183

    Article  Google Scholar 

  20. Merle, A., Chandon, J.L., Roux, E., Alizon, F.: Perceived value of the mass customized product and mass customization experience for individual consumers. Prod. Operat. Manage. 19(5), 503–514 (2010)

    Article  Google Scholar 

  21. Franke, N., Schreier, M., Kaiser, U.: The “I designed it myself” effect in mass customization. Manage. Sci. 56(1), 125–140 (2010). https://doi.org/10.1287/mnsc.1090.1077

    Article  Google Scholar 

  22. Oxford English Dictionary. https://languages.oup.com/google-dictionary-en/

  23. Milgram, P., Kishino, F.: A taxonomy of mixed reality visual displays. IEICE Trans. Inf. Syst. 77(12), 1321–1329 (1994)

    Google Scholar 

  24. Tukker, A.: Eight types of product–service system: eight ways to sustainability? Experiences from SusProNet. Bus. Strat. Environ. 13(4), 246–260 (2004)

    Article  Google Scholar 

  25. Pine II, B.J., Korn, K.C.: Infinite Possibility: Creating Customer Value on the Digital Frontier. Berrett-Koehler Publishers (2011)

    Google Scholar 

  26. Milgram, S.: The Individual in a Social World: Essays and Experiments. McGraw-Hill, New York, NY (1992)

    Google Scholar 

  27. Mackay, W.E.: Augmented reality: linking real and virtual worlds: a new paradigm for interacting with computers. In: Proceedings of The Working Conference on Advanced Visual Interfaces, Communications of the ACM, pp. 13–21 (1998)

    Google Scholar 

  28. Gembarski, P.C., Lachmayer, R.: Designing customer co-creation: business models and co-design activities. Int. J. Ind. Eng. Manage. 8(3), 121–130 (2017)

    Google Scholar 

  29. Ulrich, K.: Fundamentals of product modularity. In: Management of Design, pp. 219–231. Springer, Dordrecht (1994). https://doi.org/10.1007/978-94-011-1390-8_12

  30. Pine II, B. J: https:/strategichorizons.com/mass-customization/the-power-of-modularity/ (2018)

    Google Scholar 

  31. Dellaert, B.G.C., Dabholkar, P.A.: Increasing the attractiveness of mass customization: the role of complementary online services and range of options. Int. J. Electron. Commer. 13(3), 43–70 (2009). https://doi.org/10.2753/JEC1086-4415130302

    Article  Google Scholar 

  32. Salvador, F., de Holan, P.M., Piller, F.T.: Cracking the code of mass customization. MIT Sloan Manage. Rev. 50(3), 71–78 (2009)

    Google Scholar 

  33. Dellaert, B.G.C., Stremersch, S.: Marketing mass-customized products: striking a balance between utility and complexity. J. Mark. Res. 42(5), 219–227 (2005). https://doi.org/10.1509/jmkr.42.2.219.62293

    Article  Google Scholar 

  34. Franke, N., Schreier, M.: Product uniqueness as a driver of customer utility in mass customization. Mark. Lett. 19(2), 93–107 (2007). https://doi.org/10.1007/s11002-007-9029-7

    Article  Google Scholar 

  35. Franke, N., Keinz, P., Schreier, M.: Complementing mass customization toolkits with user communities: how peer input improves customer self-design. J. Prod. Innov. Manag. 25(6), 546–559 (2008). https://doi.org/10.1111/j.1540-5885.2008.00321.x

    Article  Google Scholar 

  36. Furstner, I., Anišić, Z., Takacs, M.: Product configurator self-adapting to different levels of customer knowledge. Acta Polytechnica Hungarica 9(4), 129–150 (2012)

    Google Scholar 

  37. Trentin, A., Perin, E., Forza, C.: Sales configurator capabilities to avoid the product variety paradox: construct development and validation. Comput. Ind. 64(4), 436–447 (2013)

    Article  Google Scholar 

  38. Blažek, P., Kolb, M., Partl, M., Streichsbier, C.: The usage of social media applications in product configurators. Int. J. Ind. Eng. Manage. 3(4), 179–183 (2012)

    Google Scholar 

  39. Blažek, P., Kolb, M., Streichsbier, C., Honetz, S.: The evolutionary process of product configurators. In: Bellemare, J., Carrier, S., Nielsen, K., Piller, F.T. (eds.) Managing Complexity. SPBE, pp. 161–172. Springer, Cham (2017). https://doi.org/10.1007/978-3-319-29058-4_13

    Chapter  Google Scholar 

  40. Grosso, C., Forza, C., Trentin, A.: Supporting the social dimension of shopping for personalized products through online sales configurators. J. Intell. Inf. Syst. 49(1), 9–35 (2016). https://doi.org/10.1007/s10844-016-0429-0

    Article  Google Scholar 

  41. Turner, F., Merle, A., Diochon, P.F.: How to assess and increase the value of a co-design experience: a synthesis of the extant literature. In: Mass Customization, Personalization, and Co-Creation: Bridging Mass Customization and Open Innovation, San Francisco, CA (2011)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Christian Brothers University, Memphis, TN, USA

    Frances Turner

  2. Grenoble Ecole de Management, Grenoble, France

    Marie Watts

Authors
  1. Frances Turner
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Marie Watts
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Department of Materials and Production, Aalborg University, Aalborg East, Denmark

    Ann-Louise Andersen

  2. Department of Materials and Production, Aalborg University, Aalborg East, Denmark

    Rasmus Andersen

  3. Department of Materials and Production, Aalborg University, Aalborg East, Denmark

    Thomas Ditlev Brunoe

  4. Department of Materials and Production, Aalborg University, Aalborg East, Denmark

    Maria Stoettrup Schioenning Larsen

  5. Department of Materials and Production, Aalborg University, Aalborg East, Denmark

    Kjeld Nielsen

  6. Department of Materials and Production, Aalborg University, Aalborg East, Denmark

    Alessia Napoleone

  7. Department of Materials and Production, Aalborg University, Aalborg East, Denmark

    Stefan Kjeldgaard

Rights and permissions

Reprints and permissions

Copyright information

© 2022 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Turner, F., Watts, M. (2022). Looking for Patterns: A Comparative Analysis of Mass Customization Co-design Toolkits for Tangible Versus Intangible Offerings. In: Andersen, AL., et al. Towards Sustainable Customization: Bridging Smart Products and Manufacturing Systems. CARV MCPC 2021 2021. Lecture Notes in Mechanical Engineering. Springer, Cham. https://doi.org/10.1007/978-3-030-90700-6_97

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-90700-6_97

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-90699-3

  • Online ISBN: 978-3-030-90700-6

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation