From Mass Customization to Product Personalization in Automotive Industry: Potentials of Industry 4.0
Bildiriler > Özet Bildiri · 2017
Yazarlar: İnanç KABASAKAL, Fatma DEMİRCAN KESKİN, Keti VENTURA, Haluk SOYUER
2nd World Conference on Technology, Innovation and Entrepreneurship, Türkiye, İstanbul, Uluslararası, Sözlü Sunum, Özet Bildiri, 2017-2017, ss 15-15
Özet
<p>Having past three main waves of technological revolutions since the late 18th century, we are now at the cusp of the next one, Industry 4.0 which is a popular term that involves a paradigm shift in operations management with utilization of information technologies and cyber- physical systems. These technologies autonomously communicate with each other along the value chain and promises to transform the existing business models. The new business models leads new opportunities in marketing strategy. Big data, cloud computing, mobile computing provide a basis to create new forms of interaction among the customers and firms. Customer preferences have become more prominent in product configuration since mass customization. Industry 4.0 will potentially enable smaller lot sizes in production, providing a more customer oriented approach in product design. Ideally, one-lot size production will be feasible in the near future in many manufacturing environments. Particularly, automotive industry is one of the leading industries where the customer preferences are considered important and product customization is effectively performed for many years. In this regard, the purpose of this study is to reveal the importance of product configuration in today’s automotive industry and to explore the conformance of marketing strategies in automotive industry addressing the personalization and Industry 4.0 concepts. This paper is designed as an exploratory research employing case study method. Interviews are carried out with one of the leading automotive company engages in these technologies. This study is anticipated to be beneficial by contributing to realizing the transformation from mass customization to product personalization.</p>