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« Mass Customization Related Conferences in 2006: (1) ECAI Config Workshop -- (2) POMS 2006 MC Track -- (3) INFORMS 2006 Hong Kong MC-Track -- (4) MCP-CE 2006 -- (5) Adaptables 06 -- (6) IMCM 06 & PETO 06 | Main | Outside inspiration on mass customization and open innovation »

January 30, 2006



nice article and useful things about wine industry. i am a wine lover and always searching for new things in wine blogs.

Gregory Finch

Very interesting example of MCMP. So my big question: where can I have a taste before splurging for the hole 12 litres?

Jude Darling

Great Blog on MC. Great fine on Elite Vintners as an excellent example of MC and the use of configurators. What’s up with Winexpert’s note? I’m confused why Winexpert is even posted. Reviewed their site and no signs of customization dialogue or any web-based configurator. Winexpert appears to be an example of mass production paradigm or product-line selection for the “mass” customer. Reference is made to “mass customization paradigm” with an explanation. Unfortunately, this is not mass customization by principles or by definition. Instead, this is an example of a company catering to the abilities of their customer to provide product variety or selection (e.g, bottles and labels) at the retail level. The customer can then “customize” their wine labels and select from other products supplied by different manufacturers, each offering only one thing. There may be multiple choices of a single product, but they’re not customized just for that person. Okay, one step ahead of Model T Ford era of mass production and consumer demand, but with some multiple choice. Sorry, this example does not cut in the paradigm of mass customization. Not sure the importance of the sale’s figures either.


Tim: With all due respect, I don't believe you are describing mass customization, but rather mass selection, which, as you will agree, all the Canadian kit manufacturers offer. Mass Customization allows a single customerdirect access to the manufacturer and have a product made to his/her own specifications. This is a ono-on-one experience. Once made, the customer still has access to the myriad of bottles, lables, etc. that you describe, but the reality is that the winemaker may have made a product that possibly has never and will never be exactly duplicated. Like ordering a custom pair of Nike's, the customer gets a pair of athletic shoes that exactly fil his needs while Nike continues to market thousands of standard fit shoes that are mass produced, not mass customized.

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