Mass Customization

16. September 2008 | Von Tino Kreßner | Kategorie: Marketing 2.0

„Der Konsument weiß selbst am besten was er will“, so die BMW-Sprecherin Michaela Müller über die Integration der Kunden in die Produktenwicklung. Ein Maßanzug sitzt dabei besser, als einer von der Stange. Diese Überlegung geht dem Mass Customization voraus. Durch innovative Fortschritte in der Maschinenindustrie werden die Einrichtungskosten für die Produktion eines einzelnes Wirtschaftsgutes kleiner. Die Eintrittsbarrieren für Produzenten werden geringer und es kann auch profitabel sein die speziellen Interessen eines kleines Kundenkreises anzusprechen. Beim Mass Customization wird dieses Prinzip umgedreht. Nicht der Produzent deckt die Bedürfnisse einzelner Kunden, sondern jede einzelne Kunde deckt seine Bedürfnisse selbst, in dem er das für sich optimale Produkt zusammen stellt. Dies ist eine logische Folge der konsensbasierenden Entscheidungen beim Open-Innovation-Prozess. Hier werden mit demokratischen Instrumenten Mehrheitsbeschlüsse gefasst, um für das Kollektiv ein optimales Ergebnis zu erhalten. Diese Entscheidungen können dabei aber für den speziellen Bedürfnissen und Wünschen einiger Konsumenten abweichen – soweit, dass sie am Endprodukt kein Kaufinteresse mehr haben. Mass Customization könnte damit das Marketing nachhaltig verändern. Es bedarf keiner Werbebotschaften mehr, die Kunden von den Vorteilen eines fertigen Produktes überzeugen müssen. Ihm muss nicht mehr gezeigt werden, dass durch ein Produkt seine Bedürfnisse gesättigt werden, denn er hat bereits das Produkt nach seinen Bedürfnissen angepasst.

In der Industrie wurde der Begriff „Direct digital manufactoring“ geschaffen, bei dem physische Teile direkt von dreidimensionalen Computergrafiken erstellt werden können. Werden diese Anwendungen erstmal für den Konsumenten einfach zu bedienen, entstehen völlig neue Ansätze in Produktion und Marketing. Zum Beispiel könnte ein Auto speziell auf die individuellen Wünsche des Kunden angepasst werden, wie es derzeit im „Competence Center Car on Demand – 3CoD“ bereits intensiv erforscht wird.

Beispiel: NikeID

Bereits funktionierende Beispiele kommen aus der Bekleidungs- und Nahrungsmittelindustrie. Bei dem Sportschuhhersteller Nike kann über eine Online-Applikation ein individueller Schuh gestaltet werden. Dabei kann der Kunde aus über 70 vorgegebenen Modellen wählen, die Farben selbst bestimmen und den Schuh mit personalisierten Aufschriften versehen. Das fertige Produkt wird dann von Nike produziert und dem Kunden zugeschickt. Wird dabei die angedeutete Qualität auch umgesetzt, ist die Kundenzufriedenheit automatisch vorprogrammiert. So berichtet ein Kunde auf seinem Weblog:

„Endlich, nach 3 Wochen kamen meine selbst gestalteten Nike-Schuhe bei mir an, inklusive meiner gewünschten ID. Ich habe als ID die Namen meiner beiden Kinder genommen. Statt dem Nike-Logo auf den Sohlen stehen nun die Namen meiner beiden Kinder. Es sieht sogar besser aus, als erwartet. Da ich es damals nur als Grafik im Internet betrachten konnte, bin ich doppelt begeistert.“

Beispiel: MyMuesli

Bei dieser Individualisierung steckt durchaus auch Potential für virale Verbreitung, wie die Gewinner des Businesswettbewerb „enable2start“ der Financial Times Deutschland mit myMuesli.com vormachen. Online kann jeder aus über 75 verschiedenen Zutaten sein eigenes Müsli kreieren. Theoretisch sind dabei 566.00 Millarden Mischungen möglich. Die Idee ist simpel: In Kaufhallen gibt es große Regale mit den verschiedensten Kombinationen von Müsli. Doch meist sind in jedem eine odere mehere Zutaten drin, die dem Kunden nicht schmecken. Entweder geht er also den Kompromiss der ungewollten Zutat ein oder sieht vom Kauf des Produktes ab. Die Kundenwünsche sind unendlich und damit unmöglich von Produzenten abzudecken. Also dachten sich die drei Gründer Hubertus Bessau, Freunde Philipp Kraiss und Max Wittrock soll sich doch jeder sein eigenes Müsli gleich selbst zusammenstellen. Dies funktioniert online über die Webseite www.mymuesli.de. Die Kreationen können abgespeichert werden und auf einer eigenen Webseite mittels eines Widgets2 integriert werden. So kann der Kunde anderen stolz zeigen, was er selbst kreiert hat oder gerade zum Frühstück ist und macht damit gleichzeitig Werbung für das Unternehmen. Bereits nach den ersten zwei Wochen waren „[…] die für zwei Monate kalkulierten Lagerbestände aufgebraucht.“

Mass Cusomization in der Filmbranche

Für Film DVDs könnte Mass Customization bedeuten, dass Konsumenten die gewünschte Qualitätsstufe (HD-DVD, Blue-Ray, PAL), Sprachen, Bonusmaterial und Zusatzfeatures selbst auswählen und sich so eine eigene individuelle DVD ihres Films zusammenstellen. Kunden können dabei selbst entscheiden, wie viel Geld sie bereit sind auszugeben und bezahlen nicht für Inhalte, die sie überhaupt nicht interessieren.

Individualisierung sind in einigen Bereichen schon längst Alltag geworden. So können heute zum Beispiel eigene Puzzles, Tassen und Wandkaländer mit individuellen Motiven produziert werde – und das durch Web 2.0 Plattformen, wie piqs.de mit den Motiven einer ganzen Community.

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    All-new Nike Free shoes launch on NIKEiD

    Natural motion gets personal this week with the launch of the nike free run iD and the Nike Free 3.0 iD. Exclusive to NIKEiD, runners can customize performance by mixing the uppers and outsoles from the two styles to create Nike Free iD Hybrids, as well as personalize color and design.

    The Nike Free Run+3 and the nike free for women are the latest in Nike’s popular franchise of Nike Free running shoes founded on the concept of natural motion.

    What’s new with cheap nike free run?

    The first air max 2012 launched in 2011. Ever since designers have refined and evolved the shoes to enhance the natural motion running experience for a variety of running levels and preferences.

    The nike air max 95 offers a unique balance of flexibility, comfort and support. Its Dynamic Fit construction wraps the arch for a glove-like fit that provides support where the runner needs it. The siping along the length and width of the midsole allows for natural motion and mimics the characteristics of barefoot running.

    On a scale from a bare foot to a traditional air max 90, the Nike Free 3.0 delivers the closest to a truly barefoot experience. It features a seamless upper made of flexible but supportive mesh and a molded sock-liner that mimics the curvature for a great fit and comfort.

    Both the Nike Free Run+ 3 and the Nike Free 3.0 feature arch siping new to this iteration of nike air max 2011. The trans-tarsal diagonal cuts in the midsole enhance natural motion flexibility and help increase foot strength.

    Athletes get creative with NIKEiD

    To celebrate the launch of Nike’s newest cheap nike free, athletes like Allyson Felix (world champion US sprinter), Mo Farah (world champion UK distance runner) and Liu Xiang (world champion Chinese hurdler) have designed their own Nike Free iD shoes.

    The designs are personal to the athletes, both in terms of performance and aesthetic. Felix's nike free 3.0 iD is styled after her high school's colors, while Farah chose a different team spirit inspiration -- his favorite football club in the UK. Xiang built a Nike Free Run iD Hybrid combining the extra support of the Nike Free Run+ 3 upper with the barefoot ride of the Nike Free 3.0 midsole. He finished his design with colors inspired by spring.

    For the month of March the Nike Free Run+ 3 and nike free 7.0 are available exclusively online at NIKEiD and in www.nikefreeforwomen.com studios at select Nike stores.<hr>

    Nike Free: Natural Motion Inspired Design

    Since the early 2000s the principle of natural motion has been an inspiration for Nike footwear designers across a variety of sports. In a pair of videos, Mark Miner - the designer of three Nike Free running shoes this season - explores the creative process behind his design.

    The Nike Free collection debuts at retail April 5, featuring natural motion design with trans-tarsal cuts in the midsole arch for enhancing foot flexibility and strength. Three styles offer the Nike Free running experience for a variety of levels and preferences:

    *Nike Free Australia: Features the innovative Dynamic Fit construction, wrapping the arch and helping to eliminate the space between the foot and the shoe for a glove-like fit. A seamless upper provides lightweight support and ventilation where needed most.

    *Nike Free shoes: Modified siping helps inch this shoe closer to barefoot. A seamless upper and molded sock liner that follows the curvature of the foot provide a great fit and enhance comfort and support.

    *Nike Free sale: Additional siping in the arch and a seamless lightweight upper help make this the closest Nike running shoe to barefoot for foot strengthening and flexibility. Pods of solid rubber in high wear areas enhance durability and traction.

    Nike Free running shoes are part of a multi-sport Nike Free collection also featuring Women's Training and Athletic Training footwear. Nike Free is also available for performance and design customization through NIKEiD<hr>

    Martinez Star Struck -- Dh Voted To All-Star Game With Griffey, Rodriguez

    Edgar Martinez finally can feel appreciated.

    The two-time American League batting champion received the fan support he never had been given, being named yesterday to the 1997 All-Star Game. He joins top vote-getter Ken Griffey Jr.www.griffeysonlinestore.com and shortstop Alex Rodriguez as Mariner starters in next Tuesday's summer classic at Cleveland's Jacob Field.

    Martinez was voted onto the team as the designated hitter, the first time that position has been part of fan balloting.www.griffeyshoes2012cheap.com He finished with 1,213,429 votes, nearly 400,000 more than Cleveland's Julio Franco.

    "There has always been good players in front of me (at third base), Wade Boggs, Robin Ventura," said Martinez, who can't remember even being close in the balloting. "That's why this time is really special."

    This is the fourth All-Star Game for Martinez but his second start. He also started as DH two years ago in Texas, although he was not voted in at that position.www.highheelsau.com

    Griffey was voted to his eighth consecutive All-Star Game but has played in just five. The past two years, he has been injured and unable to participate.

    "I still have (six) games left (before the break)," said Griffey, who missed two games last week with a mild hamstring strain.www.cheapnikeshoesaustralia.com

    Griffey, tied for the major-league lead with 29 home runs, generated 3,514,340 votes, nearly 1 million more than the second-highest vote-getter, Baltimore third baseman Cal Ripken. It's the third time he has led the majors in voting, the others being 1994 and last season. It's also the fifth time he has led the AL.

    "It was my dad punching out all those holes," Griffey mused.www.tigershoesvip.com

    Rodriguez, the 1996 AL batting champion, was voted to the team for the first time.ken griffey jr shoes He finished with 1,854,758 votes, about 1 million more than runner-up Omar Vizquel, the ex-Mariner who plays for Cleveland.www.onitsukatiger2012.com

    "It's an honor to be named," Rodriguez said. "We deserve a lot more. Randy Johnson and Jeff Fassero should go, and we're really cheering for Joey (Cora). He and Junior carried us early on."

    Second baseman Cora is hitting .331 with a career-high seven home runs.www.asicstigershoesvip.com

    Joining the three Mariners and Ripken on the American League's starting team are former Mariner Tino Martinez of the New York Yankees at first base, Baltimore's Roberto Alomar at second, catcher Ivan Rodriguez of Texas and outfielders David Justice of Cleveland and Brady Anderson of Baltimore.

    The rest of the team, which is expected to include Johnson for the fifth time and possibly Fassero, will be named tomorrow afternoon.www.nike5soccercleats.com<hr>

    Griffey's simple gesture sets historic precedent

    As Black History Month plays out across Major League Baseball, it's not hard coming up with the most significant such moment in Mariners history.

    On April 15, 1997, Ken Griffey Jr. donned the No. 42 for the first time, flip-flopping his familiar No. 24 for one game to honor Jackie Robinson on the 50th anniversary of breaking baseball's color barrier.griffey shoes

    At the time, Griffey was responding to a request from the Jackie Robinson Foundation, and he merely asked the Mariners equipment managers to fix him a new jersey for the day after asking Robinson's widow, Rachel Robinson, for her permission.

    But the idea stuck with Griffey, who became well aware of Negro League history and Robinson's story from his father, Ken Griffey Sr., while growing up in Ohio.ken griffey shoes

    Griffey knew what Robinson meant to the game, to his dad and to all who followed. So it was that 10 years later, while with the Reds, Junior made an important phone call. Commissioner Bud Selig had retired Robinson's number throughout baseball in 1997, but Griffey wanted to wear it once again in 2007 on the 60th anniversary of Robinson's arrival in the Majors.

    "It was a Sunday night call, I remember," Selig said last October while presenting Griffey with the Commissioner's Historic Achievement Award during the World Series.ken griffey jr shoes "I was just walking in the house, my phone was ringing. Ken called me, and it was his idea to wear No. 42 as a tribute to Jackie Robinson on the day commemorating his historic achievement.

    "He asked my permission to do that, and I, of course, granted it," said Selig. "It told me a lot, however, about Ken, about how much he understood the history, how much he understood the impact of Jackie Robinson.cheap griffeys So I've often gotten credit for something, but really he made a phone call to me on a Sunday night at home that I'll never forget.

    "And with Ken leading the way, it began to catch on with other players. Eventually it led to all on-field personnel throughout baseball wearing No. 42 on Jackie Robinson Day, a tradition that continues to this day and will continue at least as long as I'm around."

    It was in 2009, when Griffey was back with the Mariners, that Selig made the move to have every player wear No. 42 on April 15.king griffey shoes

    "It was just my way of saying thank you, my way of giving back," Griffey said of his idea at that time. "I had no idea it would turn into something like this."

    But he's thrilled that it did, knowing what it meant to so many people who'd gone before him. It turns out, young griffeys was indeed listening when his dad talked to him about Robinson and introduced him to former Negro League players as a child.

    "Joe Black, Brooks Lawrence, Chuck Harmon Sr., all were good friends with my dad," he said. "They figured I should know a little about baseball history, or just history itself.griffeys sneakers They proceeded to drill me on certain things. Then getting to play in pro ball, I had a guy named Willie Mays pull me aside every year. They didn't tell you like they were drilling it into your head. It was more them telling stories, like a grandfather would tell their grandson. That's how I learned about certain things."

    And at the forefront of it all was Robinson, the player who opened the door for all that has happened since. Griffey didn't forget and his simple move on April 15, 1997 to wear that No. 42 jersey for the Mariners led to the entire Major Leagues doing the same thing now.

    For Griffey, the inspiration was simple.griffeys for sale

    "It's just the things that he did," Griffey said when he was presented with the Commissioner's Award. "I mean, if he didn't play, you never know how long it's going to take for another African-American to play, and would my dad have played, and would I have the love for the game if my dad didn't play?

    "So he was the start of it all, for not just African-Americans, but everybody else to play.griffeys 2012 It was my way of respecting him for what he did, for him wearing that uniform allowed me to wear my uniform, and you have to give thanks in a certain way. It was my way of saying thank you to him for allowing that to happen."

    • ^
    • v

    All-new Nike Free shoes launch on NIKEiD

    Natural motion gets personal this week with the launch of the nike free run iD and the Nike Free 3.0 iD. Exclusive to NIKEiD, runners can customize performance by mixing the uppers and outsoles from the two styles to create Nike Free iD Hybrids, as well as personalize color and design.

    The Nike Free Run+3 and the nike free for women are the latest in Nike’s popular franchise of Nike Free running shoes founded on the concept of natural motion.

    What’s new with cheap nike free run?

    The first air max 2012 launched in 2011. Ever since designers have refined and evolved the shoes to enhance the natural motion running experience for a variety of running levels and preferences.

    The nike air max 95 offers a unique balance of flexibility, comfort and support. Its Dynamic Fit construction wraps the arch for a glove-like fit that provides support where the runner needs it. The siping along the length and width of the midsole allows for natural motion and mimics the characteristics of barefoot running.

    On a scale from a bare foot to a traditional air max 90, the Nike Free 3.0 delivers the closest to a truly barefoot experience. It features a seamless upper made of flexible but supportive mesh and a molded sock-liner that mimics the curvature for a great fit and comfort.

    Both the Nike Free Run+ 3 and the Nike Free 3.0 feature arch siping new to this iteration of nike air max 2011. The trans-tarsal diagonal cuts in the midsole enhance natural motion flexibility and help increase foot strength.

    Athletes get creative with NIKEiD

    To celebrate the launch of Nike’s newest cheap nike free, athletes like Allyson Felix (world champion US sprinter), Mo Farah (world champion UK distance runner) and Liu Xiang (world champion Chinese hurdler) have designed their own Nike Free iD shoes.

    The designs are personal to the athletes, both in terms of performance and aesthetic. Felix's nike free 3.0 iD is styled after her high school's colors, while Farah chose a different team spirit inspiration -- his favorite football club in the UK. Xiang built a Nike Free Run iD Hybrid combining the extra support of the Nike Free Run+ 3 upper with the barefoot ride of the Nike Free 3.0 midsole. He finished his design with colors inspired by spring.

    For the month of March the Nike Free Run+ 3 and nike free 7.0 are available exclusively online at NIKEiD and in www.nikefreeforwomen.com studios at select Nike stores.

    Nike Free: Natural Motion Inspired Design

    Since the early 2000s the principle of natural motion has been an inspiration for Nike footwear designers across a variety of sports. In a pair of videos, Mark Miner - the designer of three Nike Free running shoes this season - explores the creative process behind his design.

    The Nike Free collection debuts at retail April 5, featuring natural motion design with trans-tarsal cuts in the midsole arch for enhancing foot flexibility and strength. Three styles offer the Nike Free running experience for a variety of levels and preferences:

    *Nike Free Australia: Features the innovative Dynamic Fit construction, wrapping the arch and helping to eliminate the space between the foot and the shoe for a glove-like fit. A seamless upper provides lightweight support and ventilation where needed most.

    *Nike Free shoes: Modified siping helps inch this shoe closer to barefoot. A seamless upper and molded sock liner that follows the curvature of the foot provide a great fit and enhance comfort and support.

    *Nike Free sale: Additional siping in the arch and a seamless lightweight upper help make this the closest Nike running shoe to barefoot for foot strengthening and flexibility. Pods of solid rubber in high wear areas enhance durability and traction.

    Nike Free running shoes are part of a multi-sport Nike Free collection also featuring Women's Training and Athletic Training footwear. Nike Free is also available for performance and design customization through NIKEiD

    Martinez Star Struck -- Dh Voted To All-Star Game With Griffey, Rodriguez

    Edgar Martinez finally can feel appreciated.

    The two-time American League batting champion received the fan support he never had been given, being named yesterday to the 1997 All-Star Game. He joins top vote-getter Ken Griffey Jr.www.griffeysonlinestore.com and shortstop Alex Rodriguez as Mariner starters in next Tuesday's summer classic at Cleveland's Jacob Field.

    Martinez was voted onto the team as the designated hitter, the first time that position has been part of fan balloting.www.griffeyshoes2012... He finished with 1,213,429 votes, nearly 400,000 more than Cleveland's Julio Franco.

    "There has always been good players in front of me (at third base), Wade Boggs, Robin Ventura," said Martinez, who can't remember even being close in the balloting. "That's why this time is really special."

    This is the fourth All-Star Game for Martinez but his second start. He also started as DH two years ago in Texas, although he was not voted in at that position.www.highheelsau.com

    Griffey was voted to his eighth consecutive All-Star Game but has played in just five. The past two years, he has been injured and unable to participate.

    "I still have (six) games left (before the break)," said Griffey, who missed two games last week with a mild hamstring strain.www.cheapnikeshoesaustr...

    Griffey, tied for the major-league lead with 29 home runs, generated 3,514,340 votes, nearly 1 million more than the second-highest vote-getter, Baltimore third baseman Cal Ripken. It's the third time he has led the majors in voting, the others being 1994 and last season. It's also the fifth time he has led the AL.

    "It was my dad punching out all those holes," Griffey mused.www.tigershoesvip.com

    Rodriguez, the 1996 AL batting champion, was voted to the team for the first time.ken griffey jr shoes He finished with 1,854,758 votes, about 1 million more than runner-up Omar Vizquel, the ex-Mariner who plays for Cleveland.www.onitsukatiger201...

    "It's an honor to be named," Rodriguez said. "We deserve a lot more. Randy Johnson and Jeff Fassero should go, and we're really cheering for Joey (Cora). He and Junior carried us early on."

    Second baseman Cora is hitting .331 with a career-high seven home runs.www.asicstigershoesvip.co...

    Joining the three Mariners and Ripken on the American League's starting team are former Mariner Tino Martinez of the New York Yankees at first base, Baltimore's Roberto Alomar at second, catcher Ivan Rodriguez of Texas and outfielders David Justice of Cleveland and Brady Anderson of Baltimore.

    The rest of the team, which is expected to include Johnson for the fifth time and possibly Fassero, will be named tomorrow afternoon.www.nike5soccercleat...

    Griffey's simple gesture sets historic precedent

    As Black History Month plays out across Major League Baseball, it's not hard coming up with the most significant such moment in Mariners history.

    On April 15, 1997, Ken Griffey Jr. donned the No. 42 for the first time, flip-flopping his familiar No. 24 for one game to honor Jackie Robinson on the 50th anniversary of breaking baseball's color barrier.griffey shoes

    At the time, Griffey was responding to a request from the Jackie Robinson Foundation, and he merely asked the Mariners equipment managers to fix him a new jersey for the day after asking Robinson's widow, Rachel Robinson, for her permission.

    But the idea stuck with Griffey, who became well aware of Negro League history and Robinson's story from his father, Ken Griffey Sr., while growing up in Ohio.ken griffey shoes

    Griffey knew what Robinson meant to the game, to his dad and to all who followed. So it was that 10 years later, while with the Reds, Junior made an important phone call. Commissioner Bud Selig had retired Robinson's number throughout baseball in 1997, but Griffey wanted to wear it once again in 2007 on the 60th anniversary of Robinson's arrival in the Majors.

    "It was a Sunday night call, I remember," Selig said last October while presenting Griffey with the Commissioner's Historic Achievement Award during the World Series.ken griffey jr shoes "I was just walking in the house, my phone was ringing. Ken called me, and it was his idea to wear No. 42 as a tribute to Jackie Robinson on the day commemorating his historic achievement.

    "He asked my permission to do that, and I, of course, granted it," said Selig. "It told me a lot, however, about Ken, about how much he understood the history, how much he understood the impact of Jackie Robinson.cheap griffeys So I've often gotten credit for something, but really he made a phone call to me on a Sunday night at home that I'll never forget.

    "And with Ken leading the way, it began to catch on with other players. Eventually it led to all on-field personnel throughout baseball wearing No. 42 on Jackie Robinson Day, a tradition that continues to this day and will continue at least as long as I'm around."

    It was in 2009, when Griffey was back with the Mariners, that Selig made the move to have every player wear No. 42 on April 15.king griffey shoes

    "It was just my way of saying thank you, my way of giving back," Griffey said of his idea at that time. "I had no idea it would turn into something like this."

    But he's thrilled that it did, knowing what it meant to so many people who'd gone before him. It turns out, young griffeys was indeed listening when his dad talked to him about Robinson and introduced him to former Negro League players as a child.

    "Joe Black, Brooks Lawrence, Chuck Harmon Sr., all were good friends with my dad," he said. "They figured I should know a little about baseball history, or just history itself.griffeys sneakers They proceeded to drill me on certain things. Then getting to play in pro ball, I had a guy named Willie Mays pull me aside every year. They didn't tell you like they were drilling it into your head. It was more them telling stories, like a grandfather would tell their grandson. That's how I learned about certain things."

    And at the forefront of it all was Robinson, the player who opened the door for all that has happened since. Griffey didn't forget and his simple move on April 15, 1997 to wear that No. 42 jersey for the Mariners led to the entire Major Leagues doing the same thing now.

    For Griffey, the inspiration was simple.griffeys for sale

    "It's just the things that he did," Griffey said when he was presented with the Commissioner's Award. "I mean, if he didn't play, you never know how long it's going to take for another African-American to play, and would my dad have played, and would I have the love for the game if my dad didn't play?

    "So he was the start of it all, for not just African-Americans, but everybody else to play.griffeys 2012 It was my way of respecting him for what he did, for him wearing that uniform allowed me to wear my uniform, and you have to give thanks in a certain way. It was my way of saying thank you to him for allowing that to happen."

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