The MCPC 2011 conference was hold in November 2011 in San Francisco in cooperation of the UC Berkeley (host), MIT Smart Customization Group, RWTH Aachen, and HKUST.
The conference was a great opportunity to learn about
- Case studies and success factors of implementing mass customization customer co-creation, and open innovation
- Data and empirical studies on the market of mass customization
- Latest business models and ideas
- Organizational issues in large companies.
- And much more! Have a look on the conference page for the full program (and see what you have missed).
We cannot turn back time if you did miss this event, but you now can get access to all materials and presentations of the conference:
- 81 full text articles on case studies and latest research on mass customization and open innovation (download via secured website)
- 124 slide sets of the presentations given at the conference (download via secured website)
- 28 full videos of all presentations and keynotes given during the business seminar (streaming via secured website)
To access this rich source of information (I estimate that this are 2500+ slides, 1000+ pages of papers, and 15+ hours of video -- look here for the full table of contents), either use the access code you got as a conference participant, or purchase* the full text proceedings:
Bridging Mass Customization & Open Innovation.
Proceedings of the MCPC 2011 Conference -- including an access code to all presentations, papers, and videos. Edited by Henry Chesbrough and
Frank Piller. Published by Lulu, Inc. (Raleigh, NC), 2012.
=> Paperback version: ISBN: 978-1-4716-3023-1 (ca. 5 day delivery time)
=> eBook version: ISBN: 978-1-4716-3086-6 (instant download)
Featured material includes the following Keynotes and Business Seminars as well as a multitude of sessions about specific topics. For detailed information about presentations and speakers please refer to the conference proceedings flyer!
- Henry Chesbrough, Professor, UC Berkeley: Open Service Innovation (slides + video available)
- Jeff Beaver, Co-founder and Chief Product Officer, and Bobby Beaver, Co-founder and Chief Technical Officer, Zazzle: The Future of Mass Customization (slides + video)
Two talks providing a review of these fields to create a common understanding of the latest research and insights for practice.
- Joel West, KGI: Profiting from External Innovation: A Review of Research on Open Innovation (slide set for download)
- Frank Piller, RWTH/MIT & Fabrizio Salvador, IE Business School: A Matter of Balance – Building the Successful Mass Customization Enterprise (slide set)
Learn from B. Joseph Pine's latest thoughts on the Virtual Multiverse and how it creates the next generation of experiences and customization, followed by a talk by an entrepreneur who puts Joe's thoughts into real life.
- B. Joseph Pine, Strategic Horizons: The Multiverse: Finding the Next Opportunities in Mass Customization (slide set)
- André Wolper, Founder and CEO, embodee: Visualization as an Enabler of Mass Customization: An Apparel story (slide set)
Discuss with your fellow participants your insights from the MCPC 2011 and close the conference with three forward-looking keynotes and a review by the conference chairs that will set the agenda until the next MCPC.
- Vishal Gupta, Elsevier: Wither Scientific Publishing? Collaborative Innovation, Open Platforms and Personalized Workflow Solutions Has an Answer (slide set)
- Kent Larson, MIT Media Lab: Urbanization from a Perspective of Mass Customization and Open Innovation (slide set)
- Mitchell Tseng, Hong Kong University of Science and Technology: Embodying Innovation for Customer Value – Building Bridges Between Mass Customization and Open Innovation (slide set)
The MCPC 2011 Business Seminar kicks-off with an introduction by the conference chairs and two corporate leaders that have pushed mass customization to a new level.
- Henry Chesbrough, UC Berkeley and Frank Piller, RWTH/MIT: Bridging Mass Customization & Open Innovation: A framework (slides + video)
- Cathy Benko, Vice Chairman, Deloitte U.S. Firms: Mass Career Customization: From Corporate Ladder to Corporate Lattice (slides + video)
- Matt Lauzon, Foudner & CEO, Gemvara: Establishing Mass Customization in a High-End Luxury Market (slides + video)
In this panel, three experienced entrepreneurs in mass customization will share their best practices on what did work and what not.
- Mark Dwight, Founder & CEO, Rickshaw Bagworks: Design for Mass Customization: Real World Approaches for Design and Manufacturing (slides + video)
- Anthony Flynn, Founder & CEO, You Bars: Profiting from the Mega-Trend of Food Customization (slides + video)
- Josh Elman, Principal, Greylock Partners: Investing in the Customization Trend (slides + video)
This session will focus on the different business models that are behind the mass customization trend.
- Brennan Mulligan, Founder, Skyou: What I Learned from Setting Up Five Successful MC Companies (slides + video)
- Karl Berger, VP Engineering, Bene AG: Developing Solution Spaces for MC (slides + video)
- Claudia Kieserling, CEO, Selve, and Ilissa Howard, Founder, Milk and Honey Shoes: Establishing a Mass Customization Factory in China (slides + video)
Three rapid panel presentations will provide a lot of inspiration and food for thought for small group discussions with your peers.
- Andrew Guldman, VP of Engineering, Fluid, and Rob Jellesed, Director of Internet Sales, JELD-WEN Windows: Implementing Mass Customization in an Established Company (slides + video)
- Paul Blazek, CEO, cyLEDGE: Crucial Design Elements for Successful Configuration and Interaction (slides + video)
Additive Manufacturing and the opportunity for every consumer to turn any idea into a product will change not just mass customization, but our dominant perspective of design and manufacturing. Learn the key facts from visionaries and business leaders in this field.
- Wim Michiels, Executive Vice President, Materialise: The Industrial Revolution 2.0: Personalization through Additive Manufacturing (slides + video)
- David ten Have, CEO, Ponoko: Building the World's Easiest Making System (slides + video)
- Reinhard Poprawe, Director, Fraunhofer ILT and RWTH Aachen University: Laser Additive Manufacturing – The Key to the Next Generation of Economic Custom Production (slides + video)
The business seminar today will focus on open innovation. We will start the day by two inspirational keynotes on companies that really "got it" in open innovation and co-creation.
- Ashish Chatterjee, Director Connect+Develop, Procter & Gamble: Celebrating a Decade of Open Innovation at P&G - Key Lessons (slides + video)
- Suzan Briganti, Eyeka / Totem Brand Strategy, and Edward Rinker, Clorox: Co-Creation at the Top of the Fortune 500 (slides + video)
Social media is becoming a core platform for new product & new service development. Learn from the pioneers in this field and discuss how these approaches could work in your company.
- John Jacobsen, Head of Engineering, Quirky: Social Product Development: Launching a Great New Product Every Few Days (slides + video)
- Johann Füller, Hyve: Facilitating Social Innovation by Co-Creation (slides + video)
Implementing open innovation is not always easy. This session will provide a focused few on approaches and tools to utilize the benefits of open innovation.
- Mark Hatch, CEO, TechShop: BOOM! An Innovation Explosion: How to Change the World Through Open Access to the Tools of Invention (slides + video)
- TJ Giuli, Ford Research and Advanced Engineering, Ford Motor Company: Leveraging Open Innovation to Create a Customized Driving Experience (slides + video)
- Leah Hunter, Global Head of Insights and Innovation, Idea Couture: Making Co-Creation Strategic (slides + video)
A opportunity to discuss with your peers how to put the ideas from this day into practice, kicked-off by a presentation of one of the key enablers of open innovation.
- Andy Zynga, CEO, Nine Sigma: Making Open Innovation Work (slides + video)
The conference was a terrific event,bridging between the two core topics of this blog: open innovation and mass customization. It also achieved to really bridge between managers and academics, with a share of 60:40 between these two groups.
Conference pictures are here.
For conference reports and reviews, look here:
- Joel West's blog
- Ballsmedia Report
- Combeenation Blog
- Fronteer Strategy Blog
- Crowdsourcing Blog
- Jen Ballie Blog
- Shannon in SF Blog
*Note: Why do we sell these proceedings and do not provide open access? First, this would have been unfair to all people participating at the conference and paying the full fee there. Second, organizing such a conference is a big effort and investment, and we need the proceeds from this publication to cover our cost. Third, many authors and presenters do not want to have their papers and presentations openly on the web, but agreed to a controlled publication only.