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PART I FUNDAMENTALS OF PRODUCT CUSTOMIZATION This page intentionally left blank Chapter 2 PRODUCT CUSTOMIZATION: THEORETICAL BASICS Manufacturing companies are all different with respect to the way they meet the market demand. Some companies anticipate the customers’ demand and deliver end products from their inventory (make-to-stock). Other companies do not keep finished goods’ inventories and manufacture or assemble end products only after receiving a tangible customer order. However, producing finished goods to order does not necessarily mean that the manufactured item is tailored to a specific customer’s requirements.
Some application fields stem from the building industry where customers are invited to build their houses with a click of the mouse (Zipkin 2001, p. 83). Customer-oriented design A fundamental internal ability that has to be available when pursuing mass customization is an efficient customer-oriented design. Before starting to listen to the “voice of the customer”, one must determine which “voices” to listen to, which means to decide which market segments might be attractive for customization. Furthermore, “[i]n contrast to the development of a discrete product, developing products for Mass Customization focuses on product families/platforms or many product families and their evolution over time” (Anderson 1997, p.
However, when several alternative customers’ requirements can be embedded into one single product, adaptive customization becomes an interesting approach. Thereby, the product as well as its representation remain unchanged. Adaptive customization is considered as a response to a cumbersome sort-through process that customers engage in when presented with too many finished goods. The outcome of this type of customization is adaptive products which are, according to Pine (1993, p. 14), standard products that can be adapted for or by customers themselves.