Companies are being forced to react to the growing individualization of demand.
At the same time, cost management remains of paramount importance due to the
competitive pressure in global markets. Thus, making enterprises more customer
centric efficiently is a top management priority in most industries. Mass
customization and personalization are key strategies to meet this challenge.
Companies like Procter&Gamble, Lego, Nike, Adidas, Land`s End, BMW, or Levi
Strauss, among others, have started large-scale mass customization programs.
This book provides insight into the different aspects of building a customer
centric enterprise. Following an interdisciplinary approach, leading scientists
and practitioners share their findings, concepts, and strategies from the
perspective of design, production engineering, logistics, technology and
innovation management, customer behavior, as well as marketing.
