Marcas, identidad, comunicación, formación: Gestión integral de la comunicación y el conocimiento
This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at La personalización en masa, ¿la producción del futuro?
One of the fathers of this concept meets with researchers from the Basque technological centre

Customizing mass, the production of the future?

Drafting Interempresas03/11/2009

November 3, 2009

Mass customization is one of the most significant trends in the business of this century. For this reason, ikerlan-ik4 reinforces its commitment to boost projects related to this concept and will collaborate with the Massachusetts Institute of technology in defining projects and its further development.

smart customization group at the MIT representatives visited the facilities of the Ikerlan-IK4, where he held a meeting with researchers from the Basque technological centre. She analysed the presence of customizing mass in the business world and their opportunities for development. Both centres agreed to point out that this concept is a key element in the competitiveness of companies in a time of crisis, however, has not removed the business opportunities.

From left to right: Javier Mendigutxia, director of Ikerlan-IK4, Joseph Pine of MIT and one of the fathers of the concept of mass customization, and Juan Carlos Beitialarrangoitia, director of the unit of processes of design and production of Ikerlan - IK4.

According to Kotler and Pine, parents of this concept, mass customization is the procurement of products and services at low cost with high quality, through the production of the amounts demanded of personalized to each customer. The main advantage that comes up before the traditional production is that the company can respond to specific needs of each customer with prices equivalent to the production in large quantities, while maintaining the quality and delivery time.

The company can respond to the specific needs of each customer with prices equivalent to the production in large quantities, while maintaining the quality and delivery time

A practical example of this system is the method used by Dell Computers. The client connects over the Internet and defines the configuration for the computer you want to buy, and may make the order in real time directly to the factory. Another example developed in our industrial environment is the implanted in Zubiola, which also allows configuring and ordering tools of court for the aeronautical sector.

The application of customizing mass is a continuous process; not everything is resolved; each company has to adapt customization to your specific needs, which are also changing. Ikerlan-IK4 works on the concept of mass customization with continuous innovation through various collaborations with reference entities in this area, their participation in the European project Remplanet and, above all, working closely with the company.

erImagen of a Zubiola tool in action. The configuration system of orders of cutting tools for the aeronautical sector of this Basque company is an example of implementation of mass customization.



Highlighted links

30 BIEMH - Bilbao 28 mayo - 1 junio 2018MetalMadrid 26 - 27 septiembre 2018 - Feria de Madrid - La cita anual de la innovación industrial en España ¡ participa!Exponor EmafLasys