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 The 2nd Interdisciplinary World Congress on Mass Customization and Pesonalization (MCPC) was held on October 6-8, 2003 at the Technical University of Munich, Germany. This conference takes place every two years and is worldwide the biggest in its kind. On the hand its goal is to act as a forum for the presentation of the most recent innovations and developments from the industries where mass customization is or can be a strategy and on the other hand the conference aims to bridge between business and academic research on the factors of success for mass customization. Driving force behind the MCPC is Dr. Frank Piller *).
This authoritive congress attracted more then 400 speakers and participants from all over the world. Top executives of companies like Dell, LEGO, Adidas, Nike, Land’s End and Daimler Chrysler gave workshops and presentations at the MCPC 2003. As one of the founding members of the International Institute of Mass Customization and Personalization, Bas Possen was invited to present on of the workshops during the MCPC2003.
In his workshop Bas Possen focused on two aspects of successful mass customization business models in the fashion (retail) industry:
- The importance of innovative supply chain management and collaborative e-commecrce.
- The effect of a customer-centric business model on marketing and organization.
In his workshop Bas Possen strongly emphazised the need for a far-reaching chain integration and Internet-based and standardized interoperability amongst cloth weavers, manufacturers and retailers to respond to the sustainable trend of personalisation and individualization. He argued how business models aimed production-on-demand for large volumes and higly responsive production processes open new higly profitble strategies in a large growth market.
Bas Possen also was a member of the panel at the closing session of the conference.
The next MCPC will be held in HongKong, China.
*) PD Dr. Frank Piller is based at the MIT Sloan School of Management (BPS, Technological Innovation and Entrepreneurschip Group) and at the TUM Research Center Mass Customization & Customer Integration of the Technische Universitaet Muenchen. His research interests are customer integration and open innovation strategies like mass customization and user innovation, and other contemporary issues at the interface between strategic management, innovation management, and marketing. Frequently quoted in The Financial Times,
The Economist, and Wirtschaftswoche, amongst others, and together with Joseph Pine, Ralf Reichwald and Mitchell Tseng, he is regarded as one of the leading experts in the fields of mass customization and customer centric value creation.
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