Premium
B2C Mass Customization in the Classroom
Author(s) -
Visich John K.,
Gu Qiang,
Khumawala Basheer M.
Publication year - 2012
Publication title -
decision sciences journal of innovative education
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.52
H-Index - 19
eISSN - 1540-4609
pISSN - 1540-4595
DOI - 10.1111/j.1540-4609.2012.00352.x
Subject(s) - mass customization , benchmarking , computer science , competitor analysis , personalization , supply chain management , brainstorming , process management , supply chain , value proposition , engineering management , knowledge management , business , marketing , world wide web , engineering , artificial intelligence
The purpose of this article is to describe an internet‐based mass customization assignment in Operations Management/Supply Chain Management classes where students utilize the Web site of a company that offers a customized product. Students evaluate the user interface, judge the value proposition of the product they demonstrate, and discuss issues of product design, process design and scheduling, inventory management, Supply Chain Management, marketing, and competitors. The students learn about mass customization from both the producer's perspective and the consumer's perspective. Through their own research and the class presentations students are able to develop a better understanding of the implementation requirements and challenges of mass customization. The assignment is highly interactive and has been successfully used in Operations Management and Supply Chain Management courses at under‐graduate and graduate levels and at multiple universities. In addition, practitioners interested in implementing a mass customization process can use the assignment as a brainstorming or benchmarking exercise.