International executive programs
Mass Customization
Turning heterogeneous customer needs into a new source of profitability
Program Overview
Today’s pressing global economic crisis is putting efficiency and cost-cutting back
on the agenda of executives and entrepreneurs worldwide. Yet, cost cuts should
not be blindly pursued at the risk of damaging the long-term strategy and value
proposition of an organization. Firms pursuing differentiation strategies do not have
to turn themselves into cost leaders; what they must be able to do is offer better,
cheaper and simpler differentiation through the creation of a unique portfolio of
products and services for each of their customers or groups of customers.
Mass Customization is a key strategy to meet this challenge. Throughout this
program participants will realize that offering superior fit to their customers’ needs
is not necessarily achieved at the expense of efficiency. Companies like Nike, Land’s
End, BMW, John Deere, Capital One Financial Corp., Allianz Insurance, or Lego, among
others, have started large-scale Mass Customization programs. The next one may
be your company – you will learn how to take advantage of cost saving and market
growth opportunities gained through Mass Customization.
Mass Customization is an innovative, ground-breaking international program
designed to help executives gain competitive advantage by learning how to turn
heterogeneities across their customer base into a source of profits. Participants
will gain a holistic understanding of the various capabilities – both organizational
and individual – that their companies will have to develop in order to recognize and
exploit heterogeneous customer needs. The program emphasizes a cross-functional
approach and covers issues such as organization design, CRM capabilities, and
organizational change.
Program Objectives
This state-of-the-art program provides its participants with the latest practices and
cutting-edge strategic insights to help them steer their organizations towards Mass
Customization. The program is delivered by world-class experts on the topic, which
provide excellent academic and practical experience to the program.
Throughout this program you will develop a sound understanding of:
• Which capabilities your organization needs, to move towards Mass Customization.
• Which tools and approaches you can use to build these capabilities.
• How to revamp your innovation processes to offer the “right customization”.
• How you can create a value chain that is both flexible and efficient.
• How human capital contributes to achieving Mass Customization.
• How IT and knowledge management can support Mass Customization.
• How to orchestrate organizational change that delivers this strategy.
Program Structure
The program features several stimulating modules that analyze Mass Customization
fundamentals from diverse points of view. Topics to be discussed include:
Organizational Capabilities
• Mass Customization: Introduction to the concept.
• Application of Mass Customization in diverse businesses and industries
(B2B, B2C, Services, etc.).
• Three fundamental capabilities you must have, whatever business you’re in.
• Does it pay back? The impact of Mass Customization on financial performance.
Individual Capabilities
• Mass Customization is not only about systems.
• How do people contribute to an organization’s overall flexibility?
• Implications of training, selection and work automation systems.
• Assessment of the contribution of people within your organization.
Mass Customization from a Marketing Perspective
• Mass Customization and Branding.
• Effect of customer loyalty.
• Revamping the sales process to achieve efficient and effective communication
of variety.
General Information
Price: €3,800
Location: Madrid, 4 days in April 2010
For further information, please contact:
Karen Hobbs
International Executive Program Manager
María de Molina, 27
28006 Madrid, Spain
Tel.: +34 91 568 97 64 / 96 69
Karen.Hobbs@ie.edu
www.execed.ie.edu/internationalprograms
Role of Product and Process Design
• Product and service delivery process design: the source of flexibility.
• Modular products and processes vs. flexibility.
• Postponement vs. flexibility.
• Overseeing and designing product and service delivery processes: an
Executive responsibility.
Knowledge and IT Management and Cost Control
• Connecting the customer - front and back-end of the company.
• Supporting the customer in the choice process.
• Re-use of knowledge in the back-office: not reinventing the wheel for each customer.
• The configure-to-order business model.
• How to build and implement a great online tool-kit for customer co-creation:
parameter versus rule-based configuration.
Organizational change issues
• Recognizing the “killers” in your shift towards Mass Customization.
• Effective organizational change in the transition towards Mass Customization.
• Keys to make the transition happen.
Who The Program Is Designed For
This program has been designed for senior executives and managers (general managers
as well as marketing, operations, R&D and functional directors) who are concerned with
creating value and profitability within their organizations.
The program is targeted at, but not limited to:
• Managing Directors.
• General Managers.
• Strategy Professionals.
• Marketing Professionals.
• Product Managers.
• Client-Relationship Managers.
• Operations Professionals.
• Innovation Professionals.
• Human Resource Professionals.
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