Abstract
References
- Aldanondo, M., & Vareilles, E. 2008, “Configuration for mass customization: how to extend product configuration towards requirements and process configuration”, Journal of Intelligent Manufacturing, vol. 19, no. 5, pp. 521-535.
- Arora, N., Dreze, X., Ghose, A., Hess, J.D., Iyengar, R., Jing, B., Joshi, Y., Kumar, V., Lurie, N., Neslin, S. & Sajeesh, S. 2008, “Putting one-toone marketing to work: Personalization, customization, and choice”, Marketing Letters, vol. 19, no. 3-4, pp. 305.
- Brettel, M., Friederichsen, N., Keller, M., Rosenberg, M. 2014, “How Virtualization, Decentralization and Network Building Change the Manufacturing Landscape: An Industry 4.0 Perspective”, International Journal of Mechanical, Industrial Science and Engineering, vol. 8, no. 1, pp. 37-44.
- Da Silveira, G., Borenstein, D., Fogliatto, F. S. 2001, “Mass customization: Literature review and research directions”, International journal of production economics, 72(1), 1-13.
- Dahmus, J. B., Gonzalez-Zugasti, J. P., & Otto, K. N. 2001, “Modular product architecture”, Design studies, vol. 22, no. 5, pp. 409-424.
- Fidel, R. 1984, “The case study method: a case study”, Library and Information Science Research, vol. 6, no. 3, pp. 273-288.
- Fogliatto, F.S., Silveira, G. J. C., Borenstein, D. 2012, “The mass customization decade: An updated review of the literature,” International Journal of Production Economics, vol. 138, no. 1, pp. 14-25.
- Gershenson, J. K., Prasad, G. J., Allamneni, S. 1999, “Modular product design: a life-cycle view”, Journal of Integrated Design and Process Science, vol. 3, no. 4, pp. 13-26.
- Gilmore, J. H., Pine, B. J. 1997, “The four faces of mass customization”. Harvard Business Review, vol. 75, pp. 91-101.
- Hu S. J. 2013, “Evolving Paradigms of Manufacturing: From Mass Production to Mass Customization and Personalization”, Procedia CIRP, vol. 7, pp. 3-8.
- Kagermann, H., Wahlster, W. and Helbig, J. 2013, “Securing the future of German manufacturing industry - Recommendations for implementing the strategic initiative INDUSTRIE 4.0”, Final report of the Industrie 4.0 Working Group.
- Kumar, A. 2007, “From mass customization to mass personalization: a strategic transformation”, International Journal of Flexible Manufacturing Systems, vol. 19, no. 4, pp. 533.
- Montgomery, A. L., Smith, M. D. 2009, “Prospects for Personalization on the Internet”, Journal of Interactive Marketing, vol. 23, no. 2, pp. 130-137.
- McKinsey, 2016, “Disruptive trends that will transform the auto industry Report”.
- Posada, J., Toro, C., Barandiaran, I., Oyarzun, D., Stricker, D., de Amicis, R., Pinto, E.B., Eisert, P., Döllner, J. and Vallarino, I. 2015, “Visual Computing as a Key Enabling Technology for Industrie 4.0 and Industrial Internet”, IEEE Computer Graphics and Applications, vol. 35, no. 2, pp. 26-40.
- Sabin, D., Weigel, R. 1998, “Product configuration frameworks-a survey”, IEEE Intelligent Systems and their applications, vol. 13, no. 4, pp. 42-49.
- Schuh, G., Potente, T., Wesch-Potente, C., Weber, A.R., Prote, J-P. 2014, “Collaboration Mechanisms to increase Productivity in the Context of Industrie 4.0”, Procedia CIRP, vol. 19, pp. 51-56.
- Tseng, M. M., Jiao, R. J., Wang, C. 2010, “Design for mass personalization”, CIRP Annals-Manufacturing Technology, vol. 59, no. 1, pp. 175178.
- Weyer, S., Schmitt, M., Ohmer, M., Gorecky, D. 2015, “Towards Industry 4.0 - Standardization as the crucial challenge for highly modular, multi-vendor production systems”, IFAC-PapersOnLine, vol. 48, no. 3, pp. 579-584.
- World Economic Forum. 2016, “The next revolution in the auto industry”, January, Davos.
- Yao, X., Lin, Y. 2016, “Emerging manufacturing paradigm shifts for the incoming industrial revolution”, The International Journal of Advanced Manufacturing Technology, vol. 85, no. 5-8, pp. 1665-1676.
- Yin, R. K.2012, “Applications of case study research”. Sage: pp. 4.
FROM MASS CUSTOMIZATION TO PRODUCT PERSONALIZATION IN AUTOMOTIVE INDUSTRY: POTENTIALS OF INDUSTRY 4.0
Abstract
Purpose- Industry 4.0
involves a paradigm shift in marketing management as well as operations
management. The recent literature identifies a transformation from mass
customization to mass personalization. The purpose of this study is to explore
the transformation addressing the Industry 4.0 concepts and recent progress in
the automotive industry.
Methodology-
This study is an exploratory research utilizing case study method.
Interviews were carried out with one of the leading automotive brands. Data
were analyzed through descriptive analysis.
Findings- The case
study identifies the product decisions with a focus on customization and
personalization themes. Customers’ involvement in design process is emphasized
as well as customer data for a more customer-oriented strategy. The findings
suggest that disruptive technologies provide a basis for mass-personalization
strategy.
Conclusion- Our case
study demonstrates that automotive industry is one of the leading industries
that prioritize customer preferences. The customization is achieved through
numerous options supported by generic architectures. Nevertheless, personalization
represents a higher degree of one-to-one marketing vision. Industry 4.0
contributes to such vision with emerging technologies that facilitate
collection and analysis of customer and provide more personalized experience.
References
- Aldanondo, M., & Vareilles, E. 2008, “Configuration for mass customization: how to extend product configuration towards requirements and process configuration”, Journal of Intelligent Manufacturing, vol. 19, no. 5, pp. 521-535.
- Arora, N., Dreze, X., Ghose, A., Hess, J.D., Iyengar, R., Jing, B., Joshi, Y., Kumar, V., Lurie, N., Neslin, S. & Sajeesh, S. 2008, “Putting one-toone marketing to work: Personalization, customization, and choice”, Marketing Letters, vol. 19, no. 3-4, pp. 305.
- Brettel, M., Friederichsen, N., Keller, M., Rosenberg, M. 2014, “How Virtualization, Decentralization and Network Building Change the Manufacturing Landscape: An Industry 4.0 Perspective”, International Journal of Mechanical, Industrial Science and Engineering, vol. 8, no. 1, pp. 37-44.
- Da Silveira, G., Borenstein, D., Fogliatto, F. S. 2001, “Mass customization: Literature review and research directions”, International journal of production economics, 72(1), 1-13.
- Dahmus, J. B., Gonzalez-Zugasti, J. P., & Otto, K. N. 2001, “Modular product architecture”, Design studies, vol. 22, no. 5, pp. 409-424.
- Fidel, R. 1984, “The case study method: a case study”, Library and Information Science Research, vol. 6, no. 3, pp. 273-288.
- Fogliatto, F.S., Silveira, G. J. C., Borenstein, D. 2012, “The mass customization decade: An updated review of the literature,” International Journal of Production Economics, vol. 138, no. 1, pp. 14-25.
- Gershenson, J. K., Prasad, G. J., Allamneni, S. 1999, “Modular product design: a life-cycle view”, Journal of Integrated Design and Process Science, vol. 3, no. 4, pp. 13-26.
- Gilmore, J. H., Pine, B. J. 1997, “The four faces of mass customization”. Harvard Business Review, vol. 75, pp. 91-101.
- Hu S. J. 2013, “Evolving Paradigms of Manufacturing: From Mass Production to Mass Customization and Personalization”, Procedia CIRP, vol. 7, pp. 3-8.
- Kagermann, H., Wahlster, W. and Helbig, J. 2013, “Securing the future of German manufacturing industry - Recommendations for implementing the strategic initiative INDUSTRIE 4.0”, Final report of the Industrie 4.0 Working Group.
- Kumar, A. 2007, “From mass customization to mass personalization: a strategic transformation”, International Journal of Flexible Manufacturing Systems, vol. 19, no. 4, pp. 533.
- Montgomery, A. L., Smith, M. D. 2009, “Prospects for Personalization on the Internet”, Journal of Interactive Marketing, vol. 23, no. 2, pp. 130-137.
- McKinsey, 2016, “Disruptive trends that will transform the auto industry Report”.
- Posada, J., Toro, C., Barandiaran, I., Oyarzun, D., Stricker, D., de Amicis, R., Pinto, E.B., Eisert, P., Döllner, J. and Vallarino, I. 2015, “Visual Computing as a Key Enabling Technology for Industrie 4.0 and Industrial Internet”, IEEE Computer Graphics and Applications, vol. 35, no. 2, pp. 26-40.
- Sabin, D., Weigel, R. 1998, “Product configuration frameworks-a survey”, IEEE Intelligent Systems and their applications, vol. 13, no. 4, pp. 42-49.
- Schuh, G., Potente, T., Wesch-Potente, C., Weber, A.R., Prote, J-P. 2014, “Collaboration Mechanisms to increase Productivity in the Context of Industrie 4.0”, Procedia CIRP, vol. 19, pp. 51-56.
- Tseng, M. M., Jiao, R. J., Wang, C. 2010, “Design for mass personalization”, CIRP Annals-Manufacturing Technology, vol. 59, no. 1, pp. 175178.
- Weyer, S., Schmitt, M., Ohmer, M., Gorecky, D. 2015, “Towards Industry 4.0 - Standardization as the crucial challenge for highly modular, multi-vendor production systems”, IFAC-PapersOnLine, vol. 48, no. 3, pp. 579-584.
- World Economic Forum. 2016, “The next revolution in the auto industry”, January, Davos.
- Yao, X., Lin, Y. 2016, “Emerging manufacturing paradigm shifts for the incoming industrial revolution”, The International Journal of Advanced Manufacturing Technology, vol. 85, no. 5-8, pp. 1665-1676.
- Yin, R. K.2012, “Applications of case study research”. Sage: pp. 4.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | September 30, 2017 |
| Published in Issue | Year 2017 Volume: 4 Issue: 3 |
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