Helen LeBaron Hilton Chair - Mass Customization: Efficiently Serving Customers Uniquely

Joe Pine is the author of Mass Customization: The New Frontier in Business Competition, a faculty leader in the Penn State Executive Education Program, a member of the Executive Education faculty at the UCLA Anderson Graduate School of Business, and frequent quest lecturer at the MIT Sloan School of Management, his alma mater. Summary of discussion: The paradigm of Mass Customization will be as significant to 21st Century business practices as Mass Production was to 20th Century management. In this session, Joe Pine will show why Mass Customization is the next step in the evolution of business competition beyond Mass Production and Continuous Improvement, and explain how it provides a means to progress from goods to services and from services to experiences. He will outline the essence of Mass Customization and key concepts such as modularity, design tools, and customer sacrifice. In addition, Pine will describe four types of Mass Customization and the circumstances in which each should be employed.