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Published in:
2019 | OriginalPaper | Chapter
7. Modular Design and Platforms
Authors : Christoph Fuchs, Franziska J. Golenhofen
Published in: Mastering Disruption and Innovation in Product Management
Publisher: Springer International Publishing
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Abstract
Henry Ford once famously announced that “any customer can have a car painted any color that he wants as long as it is black.” A century later, the global manufacturing environment has changed drastically. Customers are not just looking to buy a car, but want to have a car that meets their unique personal preferences! The trends of mass production in the 1900s and the mass customization in the 1980s have been succeeded by mass personalization. The next shift will probably be to move towards co-creation and empowering customers to take part in the product design process. In any case, customers nowadays have the power to push companies for unique and personalized products at mass-production prices.