MASS CUSTOMIZATION APPLICATIONS IN INDUSTRY: STATE OF THE ART AND RECENT TRENDS
Friday, April 28, 2006 -- 11:15 - 3:15 -- Hyatt Regency Hotel Boston City
Download event flyer: http://www.mass-customization.de/poms.pdf
As reported in an earlier posting in this blog, there are a number of mass customization & open innovation events coming up in the next months. The first of these events is the annual conference of the Production & Operations Management Society (POMS), which will host a large MC track.
The objective of this Invited Industry Panel as part of the POMS 2006 conference (http://www.poms.org) is to take stock about the state of application of mass customization in the industrial practice. Panelists represent the entire mass customization value chain, from design for customization to product configuration to manufacturing and sales. The session is supposed to be highly interactive and will provide various opportunities for audience participation. The panel, which is part of a new track for the POMS 2006 conference - Mass Customization and Personalization, is organized by Frank T. Piller, TUM / MIT ([email protected]).
In addition to this panel, the POMS 20o6 will host a large academic mass customization track with more than 20 presentations. And there will be also two special sessions on open innovation and the integration of customers in the innovation process. Search the entire program here.
Session 1 (11:15-12:45, Room: Dedham)
(1) How Mass Customization Changes the Design Process: The General Motors-MIT Media Lab Concept Car Project (Ryan Chin, Researcher, MIT Media Lab, Smart Cities Group, Cambridge MA)
The General Motors-MIT Media Lab concept car project comprises the design and build of a car which re-invents the car as a designed object, and redefines the user's relationship to the car and to the city. To take the design process "out of the box," the prototype has been designed from a new perspective: that of architecture. The project is led by General Motors and distinguished architects Frank O. Gehry and William Mitchell. Project coordinator Ryan Chin will present the recent project results. The project demonstrates how customization changes a static object into variable faces of personalized design. Three particular innovative customization strategies for the automotive industry will be presented: 3D parametric modeling, new display technologies and radical re-modularization.
(2) Ten Reasons Not to Move Mass Customization Manufacturing to China: Project Experiences from the Footwear Industry (Brennan Mulligan, CEO, NuSewCo, Inc., Oakland, CA)
Brennan Mulligan will present first hand project experience from designing and building various large scale mass customization systems in the soft good industry. He worked for Timbuk2, the leading manufacturer of custom bags, with manufacturing facilities in San Francisco. Later, he built another factory for custom goods in the United States. Recently, he was responsible for implementing mass customization at a large Chinese supplier to enable the customization program of a leading US sneaker brand. His presentation will compare these manufacturing experiences and provide some challenging conclusions with regard to recent trends in manufacturing.
(3) Mass Customization in the Supply & Merchandising Chain: A Digital Merchandising Tool for Adidas-Salomon AG (Robert Johnson, Vice President Operations, My Virtual Model, Montreal, Quebec)
My Virtual Model (MVM) is a Montreal-based company specializing in virtual identity. Its main product is a leading personalization technology used by clients like Sears, Best Buy, Adidas, Lands’ End, Warnaco-Speedo, H&M, Cintas, Disney, Conde-Nast, Hearst, etc. The system addresses customers' expectations for high-resolution visualization, personalization, recommendation, and customization. More recently MVM moved into the space of business-to-business applications. Together with Adidas, MVM developed a digital merchandising tool that allows to transfer the costly and highly interactive distributed product development and merchandising process into the virtual space. Robert Johnson, Vice President Operations of MVM, will discuss the opportunities and challenges of this B-to-B customization solution.
Networking lunch: 12:45-13:45
Session 2 (13:45-3:15, Room: Dedham)
(4) e-Manufacturing: Making Mass Customization Real by Laser-Sintering (Andrew Snow, Manager, EOS of North America, Merrimac, MA)
e-Manufacturing means the fast, flexible and cost effective production directly from 3D CAD data files. Laser-sintering, a typical e-manufacturing solution, is a very efficient way of making mass customization a reality. 3D CAD can directly be feed into a laser-sintering machine. Andrew Snow of EOS, a leading provider of e-manufacturing systems, will discuss a number of case studies where laser-sintering enabled new dimensions of efficient customization of consumer and industrial goods.
(5) Managing Efficient Customization in Complex Manufacturing Systems: The Example of Boeing Commercial Airplanes (Roberto F. Lu, PE, Associate Technical Fellow, Boeing Commercial Airplanes, Seattle, WA)>Every Boeing commercial airplane is customized for a specific customer. A huge success factor in the commercial airplane market is the manufacturer's ability to address the custom design requests of each customer as flexible as possible on short notice. Roberto Lu will contribute his experiences with customization at Boeing Commercial Airplanes for the final panel discussion.
(6) Taking Stock: What We Have Learned About Implementing and Operating Mass Customization Successfully
Panel discussion with all speakers and the audience. Facilitators: Mitchell Tseng, Hong Kong University of Science and Technology; and Frank T. Piller, TUM Business School and MIT Sloan School of Management
Participation at the panel is free with general conference registration. No further registration required. All are welcome. Contact me for more information if you just want to participate at this panel.
Hey Frank,
I know its quite old by this stage. Just wondering if you have any further information about:
"(2) Ten Reasons Not to Move Mass Customization Manufacturing to China: Project Experiences from the Footwear Industry (Brennan Mulligan, CEO, NuSewCo, Inc., Oakland, CA)"
Thanks a lot,
Phil.
Posted by: Phil McCusker | December 08, 2007 at 02:25 PM