MD240 MIS

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MD240 MIS

• Oct. 11, 2005
• Personalization
• Mass Customization

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Topics Covered

• Examples
• Apparel
• Food
• Vehicle
• Advantage
• Motivating factors. Competitive advantage?
• Challenges Pitfalls

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Starbucks HearMusic
NikeID
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Custom Stamps Seemed Like a Good Idea At the Time
..but, some of the customers were a bit creative
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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