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For B2C Marketing Professionals

Mass Customization Is (Finally) The Future Of Products

Apply The CURA Framework To Build A Winning Customized Product Strategy

April 15, 2011

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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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  • 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
  • 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

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