Sessions
Session 22
Capturing Value from MCP
Tuesday Oct 6 2009
13:45-15:05
Seppänen, Marko (Tampere University of Technology, Finland)
Mikkonen, Karri (Tampere University of Technology, Finland)
Pynnönen, Mikko (Lappeenranta University of Technology, Finland)
Mass customization for advanced integrated ICT offerings to create systemic customer value
A previous study on the customer preferences of Quad Play offering case has shown that the ease-of-use, convenience and interoperability of devices produced in a total offering are as strong as or even stronger value components than price. These value components are not directly linked to any single source of value as a certain device or a service module. This phenomenon is referred to as ‘systemic customer value’. As different customer preference classes eventually have shown up in the field studies, the paper demonstrates how mass customization approach can be utilised in creating systemic customer value for integrated offerings.
Seppanen, Mikkonen -presentation ppt
Seppanen, Mikkonen, Pynnonen -paper pdf
Ahoniemi, Lea (University of Tampere, Finland)
The potentiality of Mass Customization in Asian markets
Traditionally the Chinese culture is strongly labeled as a collective culture following the Confusian priciples of harmony and loyalty. On the other hand China has been accounted among developing countries due the large number of population. There are excisting large diffrencies between the Chinese areas in economical, social and urbanization etc. point of views. Large cities alike Shanghai and Beijing follow tightly the Western style of living. There is also a growing number of well educated people willing to achieve more individualistic products than in earlier times. This study is analyzing the potetial of mass customization in order to offer sustainable and effective solutions for the challenges of product development and delivery time. The systematics of mass customization developed is basing on the framework of mass customization studied in Finland 2007. The model of deleveloping the process of mass customication utilization in a company is named as a Mountain of Mass Customization. By following the steps of the model of McMountain can also the systematics be achieved more easily.
Petruzzellis, Luca (Unversity of Bari, Italy)
Iudice, Domingo (Unversity of Bari, Italy)
To brand or not to brand? That is the question. Branding issues in mass customized environments.
Mass customization is redefining firm strategies as well as consumer expectations and consumption. This paper tries to understand the trade off relationship between brand and mass customization, that is, to understand which of them is the antecedent. It aims to apply the hedonic and utilitarian value dimensions to better understand the brand effect which, on the one hand, could mitigate the effects that mass customization could provoke (i.e. the complete elimination of the brand), and on the other boost the positive and sensorial effects. The paper develops a series of research hypotheses on the brand effect on consumer choice and then a model that aims at measuring the consumer propensity to brand or mass customization and their reciprocal effect.
Petruzzellis, Iudice -paper pdf
Ahonen, Mikko (University of Tampere, Finland)
Sources of Innovative Opportunity and Mass-Customisation – An Analysis of EMF & Health Business Area
Systematic innovation means monitoring changes in existing business structures and early entrepreneurs are often taking risks in entering a new business area. Currently one area of change is the EMF (Electro-Magnetic Fields) and Health. Recently, several scientists, governments and the European Union have emphasised precautionary principle and indicated health risks in mobile phones, base stations and other technologies. At the same time authorities and the standard setting bodies (like ICNIRP, IEEE and WHO) do not officially recognise such risks. Within this paper we will inspect three health product companies. The Seven Sources of Innovative Opportunity, an innovation evaluation framework from Peter Drucker is utilised in evaluating these companies and their innovation activity. The emerging business models are inspected from the open innovation paradigm. Since this business area is new, we will demonstrate how crowdsourcing and mass-customisation toolkits could be utilised more effectively in the future.