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MD240 MIS

MD240 MIS. Oct. 11, 2005 Personalization & Mass Customization. Topics Covered. Examples Apparel Food Vehicle Advantage Motivating factors. Competitive advantage? Challenges & Pitfalls. Starbucks HearMusic. NikeID. Custom Stamps Seemed Like a Good Idea At the Time….

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MD240 MIS

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  1. MD240 MIS Oct. 11, 2005 Personalization & Mass Customization

  2. Topics Covered • Examples • Apparel • Food • Vehicle • Advantage • Motivating factors. Competitive advantage? • Challenges & Pitfalls

  3. Starbucks HearMusic NikeID

  4. Custom Stamps Seemed Like a Good Idea At the Time… ..but, some of the customers were a bit ‘creative’

  5. Challenges • Controlling ‘freedom of expression’ • Swtshop on Nikes, Slobodan Stamps • Complexity of ordering • Fit & Taste difficulties • Custom Foot & MyCereal.com • Need to retrofit production lines • 6+ month effort at Nike • Return on investment • Need to achieve margins & scale to justify investment

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