Mass Customization 30#
Customizing products through mass production once seemed to be an impossible endeavor. The approach of modular products and production systems has enabled the efficient individualization of products. As a consequence, individual customer needs can be met within mass production circumstances and at competitive prices.
Examples: Iconic Cases
How they do it: Through their broad choice of content, every user can customize its individual user experience on the Netflix website. Customers get displayed individual recommendations based on the content they watch.
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How they do it: The many opportunities to take Lego sets apart and recombine the individual parts across sets to individual buildings, allow customers an unlimited amount of individualization opportunities with their Lego toys.
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How they do it: IKEA offers products such as shelves and closets that can be customized to individual needs. In stores, IKEA offers ”design assistants” in form of computers which let every customer design the closet to their needs and with different configurations.
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How they do it: The Lego Digital Designer software enabled every user to desing their individually customized Lego set, get the parts shipped to their home and build the set with real Lego parts.
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How they do it: Levi’s engaged in two types of mass customization of their denim jeans. The first initiative was aimed at in-store customers who could get a customized version of jeans fitting an individual’s proportions using digital technology. The second type was to let customers online determine their ”Curve ID”, meaning one of several body types to find the ideal fitting jeans opposed to an one-size-fits-all approach.
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Below, the top industries for the pattern "Mass Customization" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 5 firms using this pattern.
Top Industries
14% of firms using pattern
14% of firms using pattern
5% of firms using pattern
All Industries
Below, the pattern "Mass Customization" is analyzed based on co-occurrence, in order to get insights into how this business model pattern is applied in combination with other patterns within the firms we studied.
Top Co-Occurrences
4 pattern co-occurrences
3 pattern co-occurrences
2 pattern co-occurrences