Question: What is mass customization, exactly? Does the company at which you are now employed use mass customization? If not, what opportunities exist for leveraging this

  1. What is "mass customization," exactly?
  • Does the company at which you are now employed use "mass customization"? If not, what opportunities exist for leveraging this concept?
  • How can mass customization be applied to products? Services? Communication? Anything else?
  • Thinking about your own personal experiences as a consumer, what company is a superlative example of "mass customization"?
  • Does mass customization simply increase the cost of goods sold for a companyor does it help to propel profits in some way? If the latter, how?

2. Other than the examples contained in the book, provide an example of a company with which you are familiar that is:

  • An adaptive customizer
  • A cosmetic customizer
  • A collaborative customizer
  • A transparent customizer

3. Pick a commodity product with which you are familiar, and apply the "product-as-service" idea.

  • What aspects of the core product can be customized?
  • What product-service bundle can be wrapped around the core product?
  • What enhanced needs set can be applied?

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