Companies
are being forced to react to the growing individualization of
demand. At the same time, cost management remains of paramount
importance due to the competitive pressure in global markets.
Thus, making enterprises more customer centric efficiently is
a top management priority in most industries. Mass customization
and personalization are key strategies to meet this challenge.
Companies
like Procter&Gamble, Lego, Nike, Adidas, Land`s End, BMW,
or Levi Strauss, among others, have started large-scale mass customization
programs.
Despite a
few exceptions, literature about mass customization and personalization
is dominated by an argumentation focusing on the benefits of these
strategies, but not delivering concepts and implementation steps
how to build a customer centric enterprise. The book provides
insight into these particular aspects. Following an interdisciplinary
approach, leading scientists and practitioners in the field share
their concepts and strategies for building a customer centric
enterprise from the perspective of design, production engineering,
technology and innovation management, customer behavior, as well
as marketing.
The book
builds on the results of the First World Congress on Mass Customization
and Personalization (hold at the HKUST in Hong Kong). The editors
selected 29 papers from the original conference proceedings. The
idea of the book is to give an introduction into the field, to
show the scope of mass customization research, and to present
recent research findings and the state of the art in selected
perspectives of this subject.
In
particular, the following topics are discussed in this volume:
The Customer
Centric Enterprise: Advances in Mass Customization and Personalization,
edited by Mitchell M. Tseng and Frank T. Piller, New York / Berlin:
Springer 2003. (XII, 535 p. 168 illus.), Approx. $ / € 99,95,
ISBN 3-540-02492-1.
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