Implementing Mass Customization Research Articles

Design communication for mass customisation

Implementing a system of mass customisation requires the firm to co-design a product with its customers. To facilitate mass customisation, many customisers are using product configurators to automate the sales and design process. However, the addition of a configurator drastically alters the flow of design communication, as well as the roles of varying departments throughout the firm. For instance, the design and marketing departments need to shift their focus to the development and support of the product configurator and product platforms. This paper focuses on the changes that a firm may be required to make for the successful implementation of mass customisation. A model that explains the flow of design-related information throughout a firm is proposed, building on the principles from popular literature throughout the field.

Implementing mass customisation in the automotive industry: an analysis of requirements for procurement and procurement objects

The customisation of mass-produced products according to individual customers' wishes has gained high-level importance in many industries during the last decades. Due to highly competitive pressure and satisfied markets, the automotive industry is particularly affected by this development. Mass customisation should enable companies producing goods to meet individual customers' needs with near mass production efficiency by combining the advantages of single-part production and mass production. However, for the implementation of mass customisation, an adjustment of all processes, such as research and development as well as material and information flows in procurement, production and distribution, is necessary. Special attention has to be given to inbound supply chain management and procurement. This paper presents an analysis of the development and the manufacturing of mass-customised goods, the interplay between mass production and mass customisation, and the goals of mass customisation to find out which procurement objects and which requirements for procurement occur in mass customisation. Six specific categories of procurement objects and 17 requirements for procurement were identified during the analysis.

Tradition Meets Technology: Can Mass Customization Succeed in China?

<h3>ABSTRACT</h3> This study examined Chinese consumers9 responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western markets. This study tested consumers9 value perception about apparel mass customization in the collectivistic Chinese market. Using an experimental design with Chinese respondents, we found that price and customization levels affect various aspects of perceived value that, in turn, affect behavioral intentions. The findings provide information needed for decision making about marketing strategies for companies that would like to implement mass customization in China.

Bio-surfaces and geometric references for mass customization in bio-interface design

Mass customization of products that interface with the human body poses unique problems due to the complexities of bio-interface design, the lack of biomechanical techniques in traditional mechanical design, and the absence of specific parametric strategies. Current biomechanical design often follows craftsman-like design processes using less than state-of-the-art tools and techniques. Thus, products that interface with the human body are not readily parameterized or automated. This paper presents a strategy for implementing mass customization in the design of mechanical devices that interface with the human body. This strategy is based on three methods that include: a method for capturing and representing the human body so that the model can be used with state-of-the-art tools and solid modeling techniques, a design methodology based on feature structure planning allowing the design process to be reused and automated, and a strategy for identifying parametric variables tied to the human body. A case study is presented to illustrate the proposed process.

A metaheuristic approach for selecting a common platform for modular products based on product performance and manufacturing cost

A known strategy to implement Mass Customization is Product Modularization. To take advantage of the benefits of modularity, the selection of a common platform is required. This selection must be done with optimization criteria based on functionality and economics. In this paper we propose metaheuristic procedures to solve the problem of selecting a common platform for a modular product. This selection is based on an aggregate objective function that combines product performance and manufacturing cost. The problem is divided into two hierarchical problems that must be solved sequentially. The mathematical models have a non-linear integer formulation. Because of the computational complexity to solve optimally these models, metaheuristic procedures are proposed to solve each sub-problem. These procedures are based on Scatter Search and Tabu Search. A case study is presented with a small instance that is solved with these procedures and by total enumeration. The results of the metaheuristic procedures coincide with the optimal values found by total enumeration. The run times are reasonable and it is expected a greater benefit for a larger instance with similar results quality.

Product configuration knowledge modeling using ontology web language

Effective and efficient development of product configuration systems, including the modeling of product configuration knowledge and the development of inference systems, is a key successful factor to implement mass customization paradigm. Ontology-based method for knowledge representation offers a means for the reuse and sharing of knowledge unambiguously. In this paper, we present a way of representing product configuration knowledge using semantic web technology, namely OWL and SWRL, and developing actual configuration engines based on derived configuration knowledge. Firstly, a general configuration ontology model defining vocabularies, terminologies and relationships that are common to the product configuration domain is constructed to act as a general semantic foundation for product configuration. With this general model, domain specific configuration models can be derived by inheriting or subclassing the ontologies within this general model. Both general ontology-based model and domain specific configuration model are formalized using OWL, an ontology language for encoding knowledge over the Web. Furthermore, constraint knowledge, such as require constraints and resource constraints, is represented with SWRL, a rule language based on OWL. Finally, actual configuration system is implemented using JESS by mapping OWL-based configuration knowledge and SWRL-based constraints into Jess facts and Jess, respectively. The presented ontology-based method for representing configuration knowledge enables the reuse of product configuration knowledge and thus facilitates the processes of modeling product configuration knowledge. In addition, the implementation of actual configuration system with existing rule engine, namely JESS, makes it possible the rapid development of product configuration systems.

An exploratory study of the general requirement representation model for product configuration in mass customization mode

Product customization has been recognized as an effective means to implement mass customization (MC). Aiming at the shortcomings of the current methods in information capturing and describing, the general requirement modeling method for product configuration in MC mode is proposed. The detailed definition of the general requirement concept is put forward from several angles, including the time dimension, space dimension, feature dimension, etc., and the requirement information cell (RIC) method which fits the description of the general requirement information for the MC domain is also presented. Then, the formalized expressive framework of the RIC is given and the general requirement hierarchical model and correlative model of MC based on RIC is discussed. According to the application result, the formalized describing method of general requirement for MC has effectively supported the reuse of domain knowledge in the requirement modeling process for product configuration, as well as improved the standardization and intelligence of requirement information expression. This method’s utility, flexibility, and reliability has been verified through its application to the development of practical products.

IT support for mass customisation

Many authors have written about mass customisation and its features and categories. Literature on the implementation of mass customisation, and in particular the supporting information technology, is scant. This paper attempts to fill this gap by focusing on this subject. We determine the key functional requirements and identify possible implementations to show the existence of enabling information technologies for mass customisation.

Observations on the present and future of mass customization

A demanding task for many companies today is that of learning to regard customers as individuals, of proactively developing products and services according to the individual customer preferences, and of subsequently producing and distributing these offerings. Over the last decade, mass customization has emerged as an effective approach for tackling precisely this task. In this paper, I discuss the background of mass customization and the elements of this strategy. I will then comment on the implementation of mass customization in practice. I will end with a brief discussion of alternative strategies in this domain, namely personalization and matching services.

Customer-driven product configuration optimization for assemble-to-order manufacturing enterprises

Configuration design has been recognized as an effective means to implement mass customization. Traditional configuration technologies mostly focus on practices from an engineering perspective on the basis of constraint and experience, yet leave the customer’s viewpoints intact. In this paper, a new optimization approach for customer-driven product configuration is proposed. Configuration space is firstly established as the foundation for targeting diversity of customer needs and utility function is then employed to model and measure customer preference. Subsequently, a mathematic model that maximizes the ratio between overall utility and cost from both perspectives of customers and manufacturers is formulated, and a genetic algorithm is adopted to solve the combinatory optimization problem wherein the nested encoding scheme and multiple constraints handling are incorporated to improve the performance of configuration solving. A case study of a notebook computer is reported to demonstrate that the proposed approach provides an effective means for ATO manufacturing enterprises to deliver the optimal configuration solution.

Concurrent engineering for product development in mass customization for the apparel industry

PurposeFirms in the apparel industry seek operational information on ways to implement mass customization. The purpose of this research is to investigate the potential for concurrent engineering (CE) to realign the traditional, linear apparel product development process to a more concurrent and consumer‐focused process in order to facilitate the implementation of the new supply chain process (i.e. mass customization) with sensitivity to time‐to‐market demands.Design/methodology/approachThe case study method was used with three non‐competing apparel firms. Survey instruments and focus group feedback were utilized, which allowed the researchers to collect in‐depth information about the apparel product development process, often considered proprietary in many industries.FindingsProduct development activities in the lengthy apparel product development process were realigned with many activities being ranked as early or middle activities. This realignment into a compressed and nearly simultaneous process supports activities that must be done early and often simultaneously rather than late to support a mass customization strategy.Research limitations/implicationsThe case study approach and apparel‐oriented sample reduces generalizability of findings; however, realignment of activities and provided operational information encourage future research to document the findings for apparel and other industries.Practical implicationsSuggested movement of activities can be used as a guide for designers and manufacturers when trying to improve their product development process.Originality/valueThe paper provides needed detailed or operational information about implementation of mass customization in the apparel industry.

Process Platform Planning for Variety Coordination From Design to Production in Mass Customization Manufacturing

The key challenge of implementing mass customization manufacturing lies in the variety dilemma exhibited by frequent design changes and recurrent process variations. A holistic view of variety handling gives rise to the importance of variety coordination from design to production. This paper proposes a concept of process platform for coordinating product and process variety. Fundamental issues of process platforms are studied regarding generic product and process structures, generic planning, and generic variety representation. Variety handlers and associated states are introduced to model the meta-structure inherent in variety coordination. A set of modeling formalisms are developed to provide a powerful syntactic model to support rigorous analysis and manipulation of process platforms, while facilitating the application of semantics to support process platform enactment and detailed observations from a number of perspectives involving customers, design and production. Also reported is a case study of mass customization manufacturing of vibration motors for mobile phone products. The managerial implications of process platform planning are further discussed

How Small and Medium Enterprises Effectively Participate in the Mass Customization Game

It is increasingly more evident that mass customization (MC) has become a key strategy for those companies operating in markets where offering customers more choice is the only remaining differentiator. However, the impact on small and medium enterprises (SMEs) is not always clear as the resources required to implement such a strategy in an SME often falls beyond what is considered to be acceptable risk. The purpose of this paper is to discuss the issue of whether SMEs truly know how to effectively operate in an environment driven by customization. This paper introduces and demonstrates, through two case studies, how the principles of MC have been adopted by SMEs within the context of manufacturing agility and product flexibility. The paper explores the issues of product configuration, component similarity and the set of tools and measures of performance developed to steer the MC implementation process. The paper examines how the reuse of common components in product families can reduce internal variety. Coefficients that measure the similarity of products within a family are presented. These consider the factors of product structure, cost, volume and contribution. The "product-component matrix" is introduced to represent product families and calculate the similarity coefficients

An approach to initiating product design in mass customisation environments

Mass Customisation (MC) has been identified as a competitive strategy by an increasing number of companies. The aim of this paper is to propose a systematic approach for successful implementation of MC because the current state-of-the-art literature on MC seems only to highlight the benefits rather than the means. Through the object-oriented system, the Unified Modelling Language (UML) is applied to express Product Family Architecture (PFA) for solving the description problems of product variation. After transforming UML to PFA, a configurational model for classifying mass customisers, based on customer involvement in design and product modularity, is established. A proposed mathematical programming model, depending upon the interdependent relationship of elements, may determine the optimal component combination and part deployment in this research. Moreover, this research extends the application and constructs a possibilistic linear programming model to determine ambiguous decisions under uncertainty. According to the results, production managers may obtain adequate information to make stable supply/demand management decisions.

Proposal of Load Leveling Model for Implementing Mass Customization in Automobile Industry

Proposal of Load Leveling Model for Implementing Mass Customization in Automobile Industry

Technology and application of product evolutionary design based on configuration in mass customization mode

Product customization has been recognized as an effective means to implement mass cus-tomization (MC). A new theory and method for MC-oriented evolutionary design of configuration product is presented based on the study of developing law of evolutionary design in integrated envi-ronment, which focuses on the innovation and reuse properties of configuration product. The key technologies for general requirement modeling in quick response to customer requirement, multi-level stepwise configuration optimization driven by customer requirement and evolutionary deduction of product variable structure based on configuration association are thoroughly investigated. The suc-cessful application of the presented method in the development of real-life products demonstrates its utility, flexibility and robusticity.

Integrated approach to modularize the conceptual product family architecture

To meet the increasingly heterogeneous market, a product family strategy is needed to determine how customized variants can be derived from a common product platform within acceptable cost and time. Toward this, a suitably conceived and developed product family architecture (PFA) is important for implementing mass customization. In this paper, we present a systematic approach to modularize PFA at the early design phase, which is the conceptual design stage. The PFA can be viewed as a conceptual structure with the following three interrelated elements: module, variant, and coupling interface. Identifying variant as the external driver of architectural variation, this paper develops a variety index (VI) method to estimate effects of customization on the conceptual modules. Rather than just identification of module boundary in the product architecture, the proposed modularization method translates the variety source generated from requirements analysis into a dynamic configuration of the conceptual PFA, involving variety analysis, product modularization, and generation of product portfolio architecture. An example of a power tool design is used to demonstrate the proposed method.

An interactive web system for integrated three-dimensional customization

This paper presents an, interactive, three-dimensional, Web-based and integrated e-Commerce system. This system enforces businesses to implement mass customization, through integration with product design environments on PDM/PLM systems. Through this system, consumers, partners or distributors, can take part in product design and get through their ideas, online and visually, to suppliers. With custom order information, suppliers produce or assembly to meet their customers’ demands as precisely and efficiently. We also developed a toolkit to configure the custom product and construct such an interactive website automatically through back PDM/PLM system. Several concerns on this system have been addressed, including its applicable business models, applied techniques, and implementation issues in product data processing, traffic-reduced transportation mechanism of three-dimensional product data, and three-dimensional interaction. A commercial e-Commerce system has been functional and ready for apparel, automobile and mobile phones.

Forecast‐driven or customer‐order‐driven? An empirical analysis of the Chinese automotive industry

PurposeA successful implementation of mass customization and customer‐order‐driven production can bring numerous benefits to automakers. However, the transition from mass production to mass customization is difficult. Most of the previous studies focus on mature markets, leaving emerging markets untouched. The purpose of this paper is to investigate the necessity of making the strategic transition to mass customization in an emerging market.Design/methodology/approachThis research is based on an extensive field study. A multi‐method approach (including semi‐structured interviews, document examination and plant tours) was used to collect the data at different levels in five commercial vehicle manufacturers.FindingsThe respective advantages and disadvantages of these two manufacturing strategies are analyzed based on the findings and a framework is established. The drivers of the transition to mass customization have been recognized and the obstacles of transition are identified. The specific benefits of a successful mass customization implementation are listed. According to the empirical evidence, this paper concludes that customer‐order‐driven production is a promising direction in a rapidly changing market such as China.Originality/valueThis study makes a contribution in two aspects. First, the evidence of mass customization fills a gap in the empirical literature and the findings of mass production help cross validate the drawbacks reported in other studies. Second, this study presents a transition model to facilitate automakers to analyze the complex phenomena in a systematic way when they embark upon the strategic transition to mass customization.

SOURCING CONFIGURATION FOR PRODUCT MASS CUSTOMIZATION

Modularity has been recognized as a vital factor to implement mass customization, it has strong relation with product architecture, product development process and supply chains. The characteristics of different types of modularity (i.e. component swapping/sharing modularity, fit-to-cut/bus modularity and component combination modularity) and their impacts on component sourcing are analyzed. An evolution diagram is presented to illustrate how the level of customization affects the type of modularity. Furthermore, the relationships among the customer order discoupling point, the variety and volume of product and module, and the level of mass customization are discussed. Then, according to different ratios of product volume to product variety, two types of product customization are defined , namely, the high and the low degree of customization. Based on cases study of automobile, hydraulic press, machine tool and domestic appliance, the proper type of modularity and corresponding component sourcing strategy in different conditions of customization are summarized. Finally, the relationship between the identification level of modules and supplier resource planning, out-sourcing decision-making is analyzed, and then a roadmap of implementing mass customization considering component sourcing is given.