Mass Customization Is (Finally) The Future Of Products
Apply The CURA Framework To Build A Winning Customized Product Strategy
April 15, 2011
Why Read This Report
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.
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Best Practice Assessments
- Apply The CURA Framework For Mass-Customized Product Strategies
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
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RECOMMENDATIONS
- Leverage Mass Customization To Drive Customer-Centric Product Strategies
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WHAT IT MEANS
- Mass Customization Will Lead Manufacturing Back To The US And EU
- Related Research Documents