For Consumer Product Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	April 15, 2011 Mass Customization Is (Finally) The Future Of Products Apply The CURA Framework To Build A Winning Customized Product Strategy by J.P. Gownder with Carlton A. Doty, Ted Schadler, James L. McQuivey, Ph.D., Sarah Rotman Epps, Annie E. Corbett

This is an excerpt

Executive Summary

Mass customization has long been the next big thing in product strategy. After a variety of false starts, its time has finally come. Changes in customer-facing technology are opening up new opportunities for product strategists to bring customers into product design, creating both customer loyalty and higher margins. While it will take a decade for mass customization to become widespread, product strategists should seize the opportunity to be first movers today. Product strategists can build successful mass-customization strategies by applying Forrester's CURA framework: curation, usability, resonance, and anticipation. Ultimately, mass customization holds the promise of helping bring manufacturing back to the US and EU due to the need for local production and highly skilled labor.

TABLE OF CONTENTS

• Mass Customization Is The Future Of Products In An Age Of Customers
• Execution Has Hindered Mass Customization
• Seize First-Mover Advantage In Mass Customization Today
• Apply The CURA Framework To Succeed With Mass Customization
• The Future: Deliver Individual Products With Rich, Pervasive Customization

RECOMMENDATIONS

• Leverage Mass Customization To Drive Customer-Centric Product Strategies

WHAT IT MEANS

• Mass Customization Will Lead Manufacturing Back To The US And EU
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.