The Configured Society Seiji ENDO Abstract Customization has existed for years. Currently, however, Customization is a different concept from what it
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1 The Configured Society Seiji ENDO Abstract Customization has existed for years. Currently, however, Customization is a different concept from what it was in the past. The Customization system has been improved not only by the involvement of countless courageous innovators, but also by improvements in information technologies. Consequently, business activities and our daily lives have been drastically altered by the system. At the same time, Customization comprises several critical issues, such as choice conflicts and the complicated relationships with various partners, including the final consumers. The purpose of this paper is to discuss previous research and outline directions for future research. Customization Mass Customization Davis Mass ProductionCraft Production i.e., Customization Mass Customization MC
2 MC Co-creation Personalization Dyadic i.e., Goods and Services Marketing Kotler, ; Peppers and Rogers, ; Shaffer and Zhang, Lean Production Mass Production Womack, Jones, and Roos, e.g., KEIRETU, KANBAN, and Just- In-Time Internal Customers Westbrook and Williamson, Lean Production Mass Production Lean Production Production Mass CustomizationMC Lean Production e.g., Electronic Data Interchange: EDI e.g., Simonson, ; Ansari and Mela, Information Technology IT MC Internal Customers External Customers : B-to-B IT MC Craft Production CustomizationiCustomization Internet Customization ecustomization Electronic Customization MC e.g., Dell Computer Corporation IT e.g., complexity, choice, and value
3 MC Timbuk Timbuk Rob Honeycutt Just-In-Time JIT IT MC San Francisco, CA, USA cf., Timbuk.com Timbuk San Francisco MC Customization Huffman and Kahn, ; Dellaert and Stremersch, ; Dellaert and Dabholkar, ; Endo and Kincade, ; Hildebrand, Häubl, and Herrmann, Customization Customization Customization Managerial Directions Customization ~ ~, ~ Table Standardization Customization Integration Choice Customization Extraction Period: Mass Customization from Mass Production Customization IT
4 Table Customization Research IT Information, Communication, Mobile, Networking technologies Rust and Huang, Craft Production Customization Craft Production Customization Customization IT e.g., Visual technology CAD Computer Aided Design EDI Electronic Data Exchange GPS Global Positioning System Customization MC
5 Extraction Period MC Standardization e.g., Davis, ; Kotler, ; Peppers and Rogers, ; Silveira, Borenstein, and Fogliatto, Swaminathan, Pre-Extraction Period Mass Customization MC e.g., Amazon.com Business-to-Business B-to-B MC EDI Electronic Data Exchange Transportation Data Coordinating Committee Wal-Mart EDI e.g., The Procter & Gamble CPFR Collaborative Planning, Forecasting & Replenishment Walton and Huey, Wal-Mart EDI Lean Production JIT EDI
6 Sanders, MC MC Mass Production Craftsmanship Production MC Lean Production IT Craftsmanship production Extraction Period Pre-Extraction Period Mass Customization MC i.e., Extraction MC Duray Tseng Davis Kotler Nakajima, ; Kotha, Michael Dell Timbuk Levi Strauss & Co Silveira, Borenstein, and Fogliatto, MC Comparison Period: Standardization vs. Customization Extraction Period Comparison Period Customization Standardization
7 Customization Silveira, Borenstein, and Fogliatto, IT MC Business-to- Business B-to-B Business-to-Consumer B-to-C MC MC Timbuk Nikeid Timbuk Nikeid MC Piller, Standardization MC MC Mass Customization, Personalization, and Customer Co-Creation MCPC Hong Kong University of Science and Technology Choice Navigation, Product Modeling, Manufacturing Systems for MCPC, Open Innovation Duray MC MC e.g., Huffman and Kahn, ; Dellaert and Stremersch, ; Endo and Kincade, ; Dellaert, Donkers, and Soest, Simonson MC Figure e.g., Nike.com and Nikeid.com Customization Standardization Customization Standardization Standardization Customization
8 Figure An Overview of the Single Process Source: Simonson i.e, tangible goods i.e, intangible goods Customization Consumer-to-Consumer Lego.com Zazzle.com Standardization Customization Standardization Integration Period: Standardization and Customization Customization Standardization Zazzle.com Customization Customization Standardization Nikeid.com Nike
9 Figure An Overview of the Integrated Process Apple.com Talk to a Specialist Customization Standardization Customization Customization Standardization Choice Customization Standardization Bharadwaj, Naylor, and Hofstede, ; Endo and Ono, ; Hildebrand, Häubl, and Herrmann, ; Zhu and Ratner, Simonson Figure Figure
10 Customization Standardization Customization Standardization General Discussion Customization Customization Customization Directions for Future Research on Customization Choice conflicts Choice Standardization Bettman, James, and Park, ; Simonson and Tversky ; Iyengar and Lepper, ; Chernev, Zhu and Ratner, Product Assortment Mass Confusion Customization Product Attribute i.e., Product Assortment i.e., Product Attribute Assortment Attribute Customization Huffman and Kahn ; Zipkin ; Kumar, Dellaert and Stremersch, ; Hildebrand, Häubl, and Herrmann, Customization Standardization Ono, Endo, and Nakagawa, Big Data Rust and Huang, Customization Standardization Endo and Ono, Customization Customization Standardization
11 Qualitative Research for the Customized shopping behavior Customization One-to- One Marketing Customer Relationship Management Customization Endo and Kincade, Customization Endo, Yang, and Park, Black box Customization Customization for the Japanese market Customization Customization Kotha, Customization Customization Levi Strauss & Co. San Francisco, CA New York City, NY New York City Timbuk IT Customization
12 Customization cf., Flynn and Vencat, e.g., Newbalance.jp vs. Newbalance.com and japan.keds.com vs. Keds.com Customization Customization Customization Managerial Directions Tyranny of Choice Schwartz, Customization Dyadic i.e., Goods and Services Ono and Endo, Customization Customization Customization Paradox
13 Customization Customization Note Customization i.e., Goods and Services Mass Production Customization Craft Production Customization Mass Customization MC CustomizationMC CustomizationMC. MC Standardization Customization Standardization Mass Production Customization Craft Production Mass Customization Customization Lean Production Just-In-Time JIT Kanban Toyota Production System TPS TPS TPS Lean Production Ansari, A. and Mela, C. F., E-customization, Journal of Marketing Research,,. Bettman, J. R. and Park, C. W., Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis, Journal of Consumer Research,, -. Bharadwaj, N, Naylor, R. W., and Hofstede, F., Consumer response to and choice of customized versus standardized systems, International Journal of Research in Marketing,, - Chen, Y., Narasimhan, C., and Zhang, J., Individual marketing with imperfect targetability, Marketing Science,,.
14 Chernev, A., When More Is Less and Less Is More: The Role of Ideal Point Availability and Assortment in Consumer Choice, Journal of Consumer Research,, -. Davis, S., Future Perfect. Adison-Wesley, Reading, MA. Dellaert, B.G.C. and Stremersch, S., Marketing Mass-Customized Products: Striking a Balance Between Utility and Complexity, Journal of Marketing Research,, and Dabholkar, P. A., Increasing the Attractiveness of Mass Customization: The Role of Complementary On-Line Services and Range of Options, International Journal of Electronic Commerce,, , Donkers, B., and Soest, A.V., Complexity Effects in Choice Experiment-Based Models, Journal of Marketing Research,, -. Dowling, G., Customer Relationship Management: In B C Markets, Often Less Is More, California Management Review,,. Duray, D., Mass customizers use of inventory, planning techniques and channel management, Production Planning and Control,, Endo, S. and Kincade, D. H., Mass customization for long-term relationship development Why consumers purchase mass customized products again, Qualitative Market Research: An International Journal,, -. Endo, S., Yang, J., and Park, J. K., The Investigation on Dimensions of E- satisfaction for Online Shoes retailing, Journal of Retailing and Consumer Services,, -. Endo, S., and Ono, A., Decision Making Processes between the Integrated Shopping System and the Single Shopping System, Mass Customization, Personalization, and Cocreation world Conference, Helsinki, Finland. Flynn, A. and Vencat, F. E., Custom Nation. BenBella Books, Dallas, TX. Herrmann, A., Hildebrand, C., Sprott, D.E., and Spangenberg, E.R., Option Framing and Product Feature Recommendations: Product Configuration and Choice, Psychology & Marketing,, -. Hildebrand, C., Häubl, G., and Herrmann, A., Product Customization via Starting Solutions, Journal of Marketing Research,, -. Huffman, C. and Kahn, B.E., Variety for Sale: Mass Customization or Mass Confusion? Journal of Retailing,, -. Iyengar, S. S. and Lepper, M. R., When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology,,. Knopper, S., Appetite for Self-Destruction: The Spectacular Crash of The Record Industry in the Digital Age. Simon & Schuster. Kotha, S., From Mass Production To Mass Customization: The National Industrial Bicycle Company of Japan, European Management Journal., -. Kotler, P., From Mass Marketing To Mass Customization, Planning Review,,. Kumar, A., Mass Customization: Metrics and Modularity, The International Journal of Flexible Manufacturing Systems,,. Nakajima, T.. The Knit Factory Boutique, Knitting International,, -. Ono, A, Endo, S., and Nakagawa, Y., An Approach for Solving Nonlinear Multi-objective
15 Separable Discrete Optimization Problem with One Constraint, Keio University Working Paper Series, No.. Ono, A. and Endo, S., Product and Ingredient Branding in a Mass Customization System, The European Marketing Academy Conference, Istanbul, Turkey. Park, W.C., Jun, S. Y., and Maclnnis. D. J., Choosing What I Want Versus Rejecting What I Do Not Want: An Application of Decision Framing to Product Option Choice Decisions, Journal of Marketing Research,, -. Peppers, D. and Rogers, M., The One to One Future. New York: Currency Doubleday. Pine II, B. J., Customizing for the New Consumer, Fortune,,., Peppers, D., and Rogers, M., Do You Want to Keep Your Customers Forever? Harvard Business Review, March April,. Piller, F. T., Mass Customization: Reflections on the State of the Concept, The International Journal of Flexible Manufacturing Systems,,. Rust, R. T. and Huang, M., The Service Revolution and the Transformation of Marketing Science, Marketing Science,,. Sanders, N. R., Merging EDI with JIT: The Impact on US manufacturing, Journal of Applied Business Research., -. Schwartz, B., Paradox of Choice, Harper Perennial, New York, New York. Silveira, D. G., Borenstein, D., and Fogliatto, F. S., Mass customization: Literature review and research directions, International Journal of Production Economics, -. Simonson, I. and Tversky, A., Choice in Context: Tradeoff Contrast and Extremeness Aversion, Journal of Marketing Research,,.,. Determinants of customers responses to customized offers: Conceptual framework and research propositions, Journal of Marketing,,. Shaffer, G., and Zhang, Z. J., Competitive one-to-one promotions, Management Science,,. Swaminathan, J.M., Enabling Customization Using Standardized Operations, California Management Review,, -. Tversky, A. and Shafir, E., Decision Under Conflict: An Analysis of Choice Aversion, Psychological Science,,. Thomke, S. and von Hippel, E., Customers as Innovator Bookss: A New Way to Create Value. Harvard Business Review,,. von Hippel, E., Sticky Information and the Locus of Problem Solving: Implications for Innovation, Management Science,, -. Walton, S. and Huey, J., Sam Walton: Made In America. Bantam, Books, New York, New York. Westbrook, R. and Williamson, P. J., Mass Customization: Japan s New Frontier, European Management Journal,, -. Womack, J.P., Jones, D. T., and Roos, D., The Machine That Changed the World : The Story of Lean Production, Free Press. Zhu, M. and Ratner, R. K., Scarcity Polarizes Preferences: The Impact on Choice Among
16 Multiple Items in a Product Class, Journal of Marketing Research,, -. Zipkin, P., The Limits of Mass Customization, MIT Sloan Management Review,, -. Customization e.g., Lean production and Flexible manufacturing Customization Business-to-Business Customization Customization Information Technology Customization Business-to-Consumer Marketing Customization e.g., Services and Customer Relationship Management Standardization Customization Standardization Customization
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