La customisation de masse et la personnalisation, particulièrement permises ces toutes dernières années grâce aux évolutions technologiques, forment une réponse efficace aux besoins actuels d’individualisation et d’hédonisme du consommateur. À travers une approche méthodologique mixte, qualitative et quantitative, ce travail de recherche s’interroge sur l impact de ces deux stratégies complémentaires, la customisation (de l’offre) et la personnalisation (de la relation), sur la valeur perçue globale et la fidélité à site web marchand. La recherche s’inscrit dans une perspective expérientielle et relationnelle, en lien avec les objectifs de la customisation et de la personnalisation : la fidélisation des consommateurs et la création d’une relation plus affective à la marque. À travers trois collectes de données qui ont ponctué le processus de développement et de validation de deux échelles de mesure de la Customisation de l’Offre (CO) et de la Personnalisation de la Relation (PR), cette recherche a permis d’identifier deux dimensions constitutives de la customisation de l’offre (une dimension utilitaire et une dimension hédonique) et trois dimensions pour la personnalisation de la relation (proximité et attention spéciale, sauvegarde des données personnelles et conseils personnalisés). Ces dimensions peuvent être envisagées comme des leviers d’action pour établir un avantage concurrentiel à travers la valeur ajoutée perçue par les clients lors de la personnalisation de l’expérience de customisation qu’ils vivent sur le site marchand. L’ensemble des résultats montre que personnaliser la relation avec le client et lui permettre de customiser une offre de produit ou services, augmente significativement la valeur ajoutée globale perçue du site et favorise la fidélité du client. / Mass customization and personalization, recently enabled by technology developments, offer an effective response to the present customer needs of individualization and hedonism. Through a mixed qualitative and quantitative methodological approach, this research study the impact of those two complementary strategies, customization (of products/services) and personalization (of relationships) on perceived value and e-loyalty. This research fits into the experience and relationship marketing frames, related to the customization and personalization goals that are customer loyalty and emotional connection with the brand. Through three data collections and the development and validation of two scales measuring Offer Customization (OC) and Relationship Personalization (RP), this research identified two dimensions for OC (utilitarian and hedonic) and three dimensions for RP (closeness and special attention, use of personal data, and personalized advice). Those dimensions can leverage marketing actions to set up a competitive advantage through perceived value when customers experience customization and personalization. The overall results show that personalizing the relationship with the customer and allowing him to customize products or services, increases perceived value and e-loyalty.

The fashion market has since the very beginning been characterized by high variety, emotions and desires. The development of the industry however has arrived at a present reality where an overflow of such characteristics has resulted in a challenging volatility and fragmentation. The companies on this playground are facing hard competition, time and costs pressure and an ever informed and demanding end customer. In addition to the nature of the fashion industry itself, there are a presence of further external variables that affects both individuals as the companies; financial crises, un-employment, natural catastrophes and terror, to mention a few. New trends indicate an increasing desire of authentic products that are produced in a sustainable way by respecting both human resources as natural. Whether this fact is a concrete result from the external realities may be discussed. What is more certain however is that mass production and “short time for low cost” is getting questioned as individuals are increasingly caring for what stands behind a brand name and a product. In this context, the strategic approach of customisation finds it relevance and opportunity in gaining market space. By producing more precisely or exactly what each customer desires, such strategic implementation enables to respond to each individuals whilst presenting competitive advantages on the challenging market situation. No un-necessary production and efficient and lean supply and demand chain management, results in a win-win situation where company and customer together creates what is worth and only what is needed. This strategic approach lies as a foundation concept behind Knit on Demand: a project that was initiated at the Swedish School of Textiles in spring 2006. A group of students were challenged to study the feasibility behind the commercialisation of customized knitwear. Already in an early stage two parties got involved in the project; the knitwear producer Ivanhoe AB in Gällstad and the retailer Som Concept in Stockholm. After attentive researches and analyzes, the partners arrived at the intended launch in early 2009, from which phase sales started to run in the store Som Concept. Knit on Demand had now reached a more concrete level of a business idea and is per today prepared to face new dimensions as a player on the Swedish fashion market. In order to do so successively, a solid marketing concept is required as not only the external reality is fierce but the end customers are concerned of those variables and there through more demanding than ever. The purpose of this specific thesis project was to develop a marketing concept to be implemented in the creation of a Knit on Demand web site. Literature studies, interviews with involved parties and benchmark analysis, contributed with concrete and valuable information, from which the thesis framework was carried out.By considering above mentioned external realities and by analyzing more closely the strategic approach of customisation, of fashion marketing and of Knit on Demand itself, a marketing concept was build up. From such foundation, creative solutions were developed and are presented in the final part of this very report. / Program: Magisterutbildning i Applied Textile Management

Mass Customisation (MC) toolkits are powerful user interfaces that enable customers to engage in the design of their own products. This research follows design research methodology (integrated with design process) to research the user perspective on AM-enabled MC toolkits. This research proposes and validates a design framework to guide designers and software developers in designing a user-centred AM-enabled MC toolkits, enabled using digital fabrication technologies such as Additive Manufacturing (AM). This framework includes pre-implementation assessment, and implementation stages. An initial literature review revealed a lack of standard or universal norms for these user interfaces, and a lack of consistency in their design, in which web objects such as logo, product image, prices, etc. are not shared commonly among toolkits, nor occupy a frequent position. Furthermore, an optimum number of degree of freedom for MC toolkits is lacking from current design knowledge. This research focuses on AM-enabled Mass Customisation toolkits as a means to enable customers design; its concentration is on users. A first quantitative study was conducted to compare and rank of a collection of features. More detailed user requirements regarding the content and layout of MC toolkits were revealed in a workshop. As a part of the second study, four different CAD systems (software programs and 3D-enabling libraries) were used to create MC toolkits. This provided an understanding of the pros and cons of each system, and demonstrated Three.js to be the best system amongst each one s feasibility and application. Based on previous findings, and as a part of the UX-design process, a prototype web-based MC toolkit was constructed, utilising the Three.js library. The prototype was used for a second study as a platform to investigate, the user interaction and usability of the toolkit, to validate the toolkit design as well as provide insights for its improvement. Findings and reflections from all the studies were then visualised and communicated in an interactive design framework. A final study, conducted with professional users (N=4) assessed the usability and technicality of the framework tool and led to a number of suggested improvements. The main contributions to knowledge are: 1- a table was produced to compare the features of four different system, by which Three.js was identified as the most suitable among them 2- most important and expected features for the content were obtained from the user rankings, most frequent location of features for the layout was identified based on the users, and user insights were reflected based on the evaluation of the prototype 3- the UI needs to be flexible in term of degrees of freedom, in another words, each customer (novice or professional) is able to adjust the number of options presented. 4- a framework was proposed through reviewing and adapting existing guidelines and findings from this research.

As a result of a growing demand of fast produced fashion and new trends, it seems as if the consumers' needs are changing continuously. Furthermore, the product development of clothes often take place on expected demand and desires, several months in advance and not on request. The fashion industry faces further issues, for instance the difficulty of producing items with perfect fit and how to optimise inventory. Customisation, and more specifcally mass customisation could be a solution to these issues. It would be a way for companies to offer customised products for the individual consumer, but with a price similar to that of massproduction. Earlier research have claimed that digital technologies can be implemented by companies in combination with mass customisation to make their business more effective. How companies work with acitivites and resources to optimise the business process in-house is called operations management and can be crucial for the survival of a company. The aim of this essay is to understand how companies in the fashion industry can work with customisation and mass customisation with the support of digital technologies in order to be competative. Through working with this concept companies may meet the consumers' need and desires. We have, in the theoretical framework, used a model founded in the five dimensions: quality, speed, dependability, flexibility and cost. With these in mind we have studied three companies working with customisation. By doing that we have come to results showing that the concept of mass mustomisation affects all dimensions, but mostly quality. The concept can be used by companies to offer consumers what they demand when they demand it and thus create competitiveness. / Till följd av en växande efterfrågan på snabbt producerat mode och nya trender, verkar konsumenters behov i ständigt förändring. Vidare sker produktutveckling av kläder ofta på prognotiserade behov och önskemål, flera månader i förväg och inte på aktuell efterfrågan. Modebranschen besitter ytterligare problem, som bland annat berör svårigheter att ta fram plagg med en bra passform, samt att optimera lagerhållning. För att frånkomma dessa problemen kan kundanpassning och mer specifikt - konceptet mass customisation ses som en lösning. Det blir ett sätt för företag att erbjuda kundanpassade produkter för den individuella konsumenten, men med ett pris liknande massproduktion. Tidigare forskning har lyft fram digitala teknologier som kan implementeras av företag i kombination med mass customasition, för effektiviserade aktiviteter i verksamheten. Hur företag vidare arbetar med aktiviteter och resurser internt för att optimera affärsprocessen kan benämnas som operations management och kan vara avgörande för ett företags överlevnad. Denna uppsats syftar till att förstå hur modeföretag kan arbeta med kundanpassning och mass customisation, med stöd av digitala teknologier, för att skapa konkurrenskraftighet. Genom att arbeta med detta koncept kan företag i större utsträckning tillmötesgå konsumenters behov och önskemål. Vi har i den teoretiska referensramen utgått från en modell som grundar sig i de fem dimensionerna: kvalitet, hastighet, pålitlighet, flexibilitet och kostnader. Utifrån dessa har vi studerat tre fallföretag som arbetar med kundanpassning på något sätt. Således har vi fått fram ett resultat som pekar på att konceptet mass customisation påverkar samtliga dimensioner, men att det främst karaktäriseras av dimensionen kvalitet. Konceptet kan användas av företag för att erbjuda konsumenter vad de efterfrågar när de efterfrågar det och på så sätt skapa konkurrenskraft.

This thesis explores the research gaps identified from a systematic literature review on the topic of mass personalisation, an emerging field of the enquiry. This research examines the strategic considerations Companies make when pursuing mass personalisation, using a case study methodology and semi structured interviews. This thesis contributes to the theoretical boundary of mass customisation (MC) and mass personalisation (MPer) positioning the contingent supply chain components from Cooper et al. (1997) and Lampel et al. (1996) in a synthesised framework. This research also contributes a taxonomy of the literature and a conceptual model. Practical contributions include the understanding of strategic supply chain management and mass personalisation, through an empirical case study of four organisation. Large corporations with infrastructure that already support MC do indeed make different strategic considerations relating to the technical competency of the workforce, product architecture, and acquisition of advanced manufacturing technology when their stated aim is personalisation. The research finds that the pursuit of personalisation is markedly different from the individualisation promised by mass customisation. Large organisations that are seeking to personalise products from a mass customisation background, retain the economies of scale associated with MC. These Companies leverage their infrastructure for personalised products, however, this does not have to be the case, and in fact, the organisation's size before pursuing MPer and their product complexity are critical factors for the organisation's reliance on MC economies of scale. Typically these companies are the first foray into MPer and are considered risky ventures. The research concluded that mass personalisation, distinct from the individualisation found in MC literature, is in its infancy and as such may look very different in the near-future. The conclusions of this thesis support the possibility for further empirical validation of the role organisation size and current product variety play in the type of MPer pursued.

This work is an investigation of how a software architecture can be changed in order to improve the support of the creation of a customised user interface. The parts of Symbian OS that are of interest for the work are described in detail. Then a comparison of the user interfaces of four different mobile devices is made, in order to get a picture of what the interfaces of such devices could look like. Also presented in the work is a modified reference architecture that supports customisation of all the features that have been identified in the comparison. Finally, the authors discuss how well the new architecture supports customisation of the user interface compared to the original Symbian OS architecture.

Three underlining themes govern this dissertation They are as follows: -Change as a constant, indefinable factor within South Africa’s emergent public -Architectural informants as linear, process-driven vectors, and the relevance of potential alternative approaches. -Articulation of space, and the role of signification in architectural form. This project aims to address these themes through applying mapping techniques derived from the social sciences, and, more specifically, anthropology viewed from a classical-philosophy vantage point, to find new explorative ways of truly understanding the context in question. This, in turn, will allow one to respond accordingly and in a manner representative of this new paradigm. The cumulative product aims to create a new, viable architectural intervention that applies relevant theoretical premises in a such a manner that the physical structure can be studied as precedent for approaching future public architectural interventions within the South African context. / Dissertation (MArch(Prof))--University of Pretoria, 2014. / Architecture / MArch(Prof) / Unrestricted

No / This paper examines the concept of mass customisation from the point of view of the customer. Although the theory of mass customisation has received considerable attention in recent years, the emphasis has been on identifying and classifying the ways in which mass customisation can be implemented efficiently and effectively. There appears to have been no empirical evidence to support the notion that customers are indeed ready for this approach. The aim of this study is to examine how far customers are ¿ready¿ for mass-customised products, using the UK new car market as its basis for analysis. A framework is developed and results presented which suggest that a sizeable section of the market is ready to accept the ¿inconveniences¿ of mass-customised products. However, the main inconvenience of mass customisation is identified as increased price, even for ¿ready¿ customers. It would seem, therefore, that both global standardisation and mass customisation strategies are appropriate in this market.

Aim of the study is to understand the elements that can be used in terms of product customisation within the business to business spectrum, to gain a competitive advantage as a manufacturing company by meeting international customers needs. Methods for the study are single case-study with a qualitative research strategy of a using an inductive approach. A semi-structured interview approach was used, with interviews conducted face-to-face and over the phone. There were 10 interviewees all based in Sweden with at least 5 years of experience. Results and Conclusions showed that product customisation is an effective form of strategy in order to achieve a competitive advantage and successfully expand internationally for a company within the manufacturing industry operating in the business to business market. The research showed the elements, internationalisation, culture, product strategy and knowledge transfer, that businesses can use in order to achieve these benefits. Suggestions for further research is to conduct a similar qualitative study using a multiple case-study of manufacturing companies within the business to business industry. In order to gain a broader scope of information, a range of international markets is suggested. Additional to this a study into services customisation in the business to business industry could add further insights into customisation as an international business strategy. A product and services customisation mix too is suggested as further research and how the mix of the two can be used to gain competitive advantage. Contribution of the thesis in international business literature is the benefits and insights of product customisation within the manufacturing industry. It also shows some of the current trends and directions of the B2B manufacturing industry.

Nas ultimas décadas, houve um aumento na diversidade do perfil dos moradores bem como nos seus requisito específicos em decorrência de mudanças no estilo de vida contemporâneo. Tais mudanças vem tornando a provisão tradicional de habitações padronizadas inadequadas e demandam o desenvolvimento de estratégias de customização capazes de responder aos requisitos específicos dos moradores. Neste contexto, a abordagem da customização em massa (CM) e conceitos relacionados pode potencialmente aumento o valor do produto habitacional através do atendimento dos requisitos específicos do moradores. Apesar disto, a literatura é ainda limitada em termos de estudos que auxiliem organizações a desenvolver estratégias de customização, especialmente no setor habitacional. Visando responder este problema de pesquisa, esta investigação adota a abordagem da design science. Esta abordagem tem por objetivo desenvolver soluções (artefatos, modelos, software, entre outros) que resolvam problemas práticos e ao mesmo tempo tenham potencial para uma contribuição teórica. A solução desenvolvida nesta pesquisa é um modelo conceitual com categorias de decisão para definição de estratégias de customização no contexto habitacional. O modelo contém dez categorias de decisão, que definem o escopo de uma estratégia de customização e abordam aspectos relacionados a interface com o cliente, design do produto, e operações. Outros resultados da pesquisa, além deste modelo, incluem implementações (operacionalizações que demonstram que a solução funciona), avaliação da utilidade da solução, e avaliação da contribuição teórica da solução. O processo de pesquisa envolveu etapas chave da design science: encontrar um problema prático e com potencial para contribuição teórica, obter um entendimento deste problema, desenvolver uma solução, testar a solução, avaliando sua utilidade, e avaliar a contribuição teórica desta solução. Quatro estudos de caso com organizações envolvidas no setor da construção habitacional (no Brasil e no Reino Unido) também foram desenvolvidos. Em termos da contribuição teórica do modelo, algumas categorias (classes de itens, combinações de módulos, unidades de customização, e sequências de configuração) foram desenvolvidas com base em dados empíricos e constituem nova conceitualizações relacionadas a abordagem da CM que podem ser usadas no desenvolvimento de estratégias de customização. Outras categorias (espaço de solução, interface entre módulos, ponto de entrada do pedido, tipos de customização, e abordagens de visualização) baseiam-se em conceitos já disponíveis na literatura. A contribuição destas categorias é adaptar tais conceitos, através da proposição de constructos, visando facilitar a aplicação dos mesmos na definição de estratégias de customização. / There has been an increasing diversity on dwellers profiles and on their requirements in the last few decades, due to major changes in contemporary lifestyles. Such changes are making the traditional provision of standardised houses inadequate, requiring the development of new strategies able to provide customised dwellings. In this context, the application of the mass customisation (MC) approach and related concepts can potentially increase the value of housing through the fulfilling of the specific requirements of dwellers. In spite of that, the literature on the MC approach is limited in providing guidance to organisations in developing customisation strategies, particularly in the house-building sector. In order to address such a problem, a design science approach is adopted in this investigation. Such an approach deals with the construction of solutions (artefact, models, software, among other) for problems with practical relevance and potential for theoretical contribution. The solution devised in this investigation is a conceptual framework to be used by organisations of the house-building sector in defining customisation strategies. The framework entails ten decision categories that define the scope of a customisation strategy and also address some aspects of the clients’ interfaces, product design, and operations areas. Other outputs of this research include (i) instantiations (implementations that demonstrate that the solution works), (ii) evaluation of the solution utility, and (iii) evaluation of the theoretical contribution of the solution. The research process undertaken involved keys steps of the design science approach: find a practical problem with potential for a theoretical contribution, obtain an understanding of such a problem, develop a solution, test the solution and evaluate its utility, and assess the theoretical contribution of the solution. Four case studies with organisations (in Brazil and in the U.K.) of the house-building sector were also carried out and were particularly important in the solution devising and solution testing steps. In terms of theoretical contribution of the solution, some of the categories developed (classes of items, module combinations, customisation units, and configuration sequence) are grounded on empirical data and provide new conceptualisations related to the MC approach and which can be used in defining customisation strategies. Other categories (solution space, modules, module interfaces, order penetration point, types of customisation, and visualisation approaches) rely on existing concepts and underpinnings available on the literature on the MC approach. The main contribution of those categories is to adapt such concepts by proposing operational constructs, enabling such knowledge to be more applicable in devising customisation strategies.