An automotive perspective on mass customization
Bob Hawkins, Ford Motor Company, UK
This presentation looks at the Ford Motor Company's approach to developing increased focus on customer requirements through its 'build-to-order' system.
27 February 2003 Manufacturing channel
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About the presentation
Mass customization systems strive to produce customized products and services on a mass scale with the same levels of responsiveness, quality, efficiency and costs achieved in mass production environments. There are many potential gains for businesses that can mass customize successfully - increased retention of individual customers, the ability to satisfy niche markets, potential for premium pricing and strong competitive advantage. A number of well-known companies have successfully put Mass Customization principles into practice. However, developing Mass Customization solutions is challenging.
About the speaker
Bob Hawkins is with the Order Fulfilment Group, Ford Motor Company, UK
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