1. As a Collaborative Engineering Effort
By Songlin Chen, Yue Wang, Mitchell M Tseng
Prepared by :
12133 Chirag A. Thakur
12137 Dinesh Chand Devapujala
12148 Manoj Sharma
12156 Rheetam Mitra
12166 Pappu Yadav
12182 Sarthak Rohatgi

2. Abstract
From a collaborative engineering perspective, mass
customization can be viewed as collaborative efforts
between customers and manufacturers, who have
different sets of priorities.

3. Mass Customization
- An Introduction
 It aims to deliver product and services that best meet
customers’ needs with near mass production efficiency
 The paradigm shift to mass customization is made an
imperative for many companies to survive in an
increasingly diversified, fragmented and competitive
market place
 Currently, the focus of research in mass customization
is shifting from its strategic viability to operational
feasibility
What?
How?
Why?

4. Mass Customization
- An Introduction (cont.)
 Despite its advances in academia and industry, mass
customization continues to be challenged by critics
 One of the arguments against mass customization is
that it has limited novelty and restricted applicability
 Engineering Collaboration via Negotiation (ECN)
paradigm (Lu 2003) promises great potential to tame
many of the challenges that are currently constraining
many mass customization programs

5. Mass Customization Concept
 ‘Future Shock’ by Toffler, 1970 - “future manufacturing
enabled by information technology would be able to
provide customized products in a large scale with little or
no extra cost”
 Pine et al.’s Harvard Business Review article, 1993 – the
ability to provide individually designed products and
services to every customer through high process agility,
flexibility, and integration
 Hart 1995 et al. - Mass customization is a system that uses
information technology, flexible processes, and
organizational structures to deliver a wide range of
products and services that meet specific needs of
individual customers at a cost near that of mass-produced
items

6. Mass Customization vs.
Mass Production
*Mass Customization as a Collaborative Engineering Effort

7. Development of Mass
Customization
 The paradigm shift to mass customization is mainly
propelled by three forces :
 Market demand - ‘the mass market is dead and
segmentation has progressed to the era of mass
customization’ – Kotler(1989)
 Market competition - Product variety is exploding while
product life cycle is shortening
 Technological revolutions - Flexible manufacturing
systems allow manufacturers to quickly adapt to changes
without incurring high penalty in terms of cost and lead
time

8. Mass Customization Economics
 Huffman (1998) – “there’s a thin line between mass
customization and mass confusion”
 Piller et al. (2004) – “with customers integrated into
the value creation process, companies gain access to
more accurate information about market demand and
can postpone some activities” which add to cost pools
 In general, the key issue in mass customization from
an economic perspective is how to leverage economies
of integration to compensate potential loss of
economies of scale

9. Conflicts in Mass Customization
 Conflicts in name :
 Mass – Aggregation
 Customization – one-of-a-kind
 Conflicts in operability :
Customers’ demands are diverse and
irregular which lead to high
component variety, large numbers of
suppliers, and high administrative
complexity

10. Collaborative Engineering
As a Tool for Conflict Resolution
 Monplaisir and Salhieh (2002) – “collaborative engineering can
be viewed as a process in which people working in teams
according to engineering methodologies and supported by
technical tools can share resources and knowledge to achieve
common goals”
 Lu (2003) proposes Engineering Collaboration via Negotiation
(ECN) as a new paradigm for collaborative engineering. ECN is
defined as “a socio-technical decision making activity where a
team of stakeholders with different expertise and mixed motives
engage in interactive and joint conflict resolutions to co-
construct consensual agreements of some engineering matter”

11. Mass Customization
- In Collaborative Engineering Perspective
 Conceptually, mass customization can be taken as a
collaborative engineering activity, where customers
and manufacturers with asymmetric information and
different preferences engage in interactive and joint
conflict resolutions to co-create an artefact
 How such collaboration can be carried out effectively
and efficiently is an ideal research topic for
collaborative engineering

12. Mass Customization
- The Generic model*
 Spring et al. (2000) proposed a generic model of
product customization :
*Adapted from Spring et al. 2002

13. Mass Customization
- The Generic model* (cont.)
 Problem Solving :
The product customization
concepts and design schemes
are determined and agreed
between customers and
manufacturers
 Design Specification :
This stage determines the
firm’s performance on
some of the operational
objectives

14. Mass Customization
- The Generic model* (cont.)
 Transfer :
Convert design specifications
into actual products
 A limitation of this 3-stage
generic model is that
customer – manufacturer
interaction is confined to
the problem solving stage only

15. Application scenarios
 Scenario I : Co-Innovation
 The manufacturer-centric view holds that innovations result
from intentional research while the user-centric (or
customer-centric) view contents that many innovations
actually come from users
 Problem solving in mass customization is collaborative in
nature and designated as collaborative innovation (co-
innovation)*
 Family Architecture (PFA) - As a framework for co-innovation
PFA allows customers, product engineers, and process
engineers can work under a unified framework with their
interdependent relationships explicitly mapped out
* Songlin Chen, Yue Wang, Mitchell M. Tseng

16. Application scenarios (contd.)
 Scenario II : Co-Configuration
 The stage where customers and manufacturers come to agree
upon the specifications of a specific product offering or
customization type
 In a typical organization setting, co-configuration often
involves customers and sales engineers (sometimes design
engineers)
 Besides product configuration systems, personal
recommendation systems (Stolze and Strobel 2004) are
proposed to facilitate customers in product configuration
enabled by techniques like data mining, recommendation
system

17. Application scenarios (contd.)
 Scenario III : Co-Production
 Co-production corresponds to the transfer stage (Spring
et al. 2000) by including material conversion, material
transportation, shop floor control, procurement,
inventory management etc.
 By sharing demand and supply information, supply
chain partners can better utilize production resources in
response to volatile market demand

18. Conclusion
 Mass customization defies the contradiction between
mass and customization and aims to deliver products
and services that best meet individual customers’
needs with near mass production efficiency
 It is important that all parties concerned can engage in
collaboration with sufficient trust and only then
collaborative engineering can play a significant role
 The Economist: “Mass Customization a Result of the
Third Industrial Revolution”

19. Application of Mass Customization

20. Application of Mass Customization

21. Application of Mass Customization

22. Application of Mass Customization

23. Application of Mass Customization

24. References :
 http://etheses.nottingham.ac.uk/182/1/Brabazon_thesis.pdf
 http://en.wikipedia.org/wiki/Mass_customization
 http://www.build-to-order-consulting.com/mc.htm
 http://mass-customization.info/
 http://www.ft.com/cms/s/dd9634d0-affd-11e1-ad0b-
00144feabdc0,Authorised=false.html?_i_location=http%3A%2F%2Fwww.ft.com%2Fcms%2Fs%2
F0%2Fdd9634d0-affd-11e1-ad0b-00144feabdc0.html&_i_referer=http%3A%2F%2Fmass-
customization.info%2Fpost%2F25572611981%2Fthe-financial-times-mentions-personalized-
production-as#axzz1yQucDfcG
 http://mass-customization.info/post/3466529920/definition-of-the-term-mass-customization
 http://nikeid.nike.com/nikeid/index.jsp?promoID=ONHOME#home
 http://images.google.com/
 http://www.porsche.com/usa/models/

25. Thank you!