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The 2011 World Conference on Mass Customization, Personalization, and Co-Creation (MCPC 2011): San Francisco Airport Marriot Hotel & Conference Center, November 15-19, 2011 | cpc2011.com | Download Call for Papers
The MCPC conference series started out in 2001 as a bi-annual conference devoted to mass customization & personalization. The content has broadened in recent years, including also customer co-creation, user innovation, and other strategies of customer-driven value creation (hence, MCPC = Mass Customization, Personalization, and Co-Creation"). In 2011, the conference will bridge MCPC with a topic that has driven and inspired the field since several years: open innovation.
Mass customization, personalization, and co-creation (MCPC) strategies aim to profit from the fact that people are different. Their objective is to turn customer heterogeneities into profit opportunities, hence addressing the current trend of long tail business models. Mass customization means to provide goods and services that best serve individual customers’ personal needs with near mass production efficiency. Approaching more than a decade of development, MCPC is now beginning to emerge in many industries as a profitable business model. But customization and personalization go far beyond the sheer individualization of products and become an extension of current business models and production styles.
The concept of open innovation has revolutionized our thinking of innovation and technology management. Building on the 2001 landmark book Open Innovation by Henry Chesbrough, open innovation is a paradigm that assumes that firms can and should use external ideas as well as internal ideas, and internal and external paths to market, as they look to advance their business. Today, the concept has become a leading idea for many large corporations. The idea has also been extended to services (Open Service Innovation) and innovation in non-profit organizations. Recently, the term co-creation has been established to denote open innovation with customers and users as important sources for innovation.
While developed separately and founded in different theoretical and conceptual backgrounds, mass customization and open innovation are closely linked and can benefit from a broader exchange between both schools of thought. Consider the following examples:
Open innovation and mass customization are both paradigms that motivate people to participate, to create, to learn, and to recover in order to effectively provide innovative goods and services for satisfying heterogeneous customer needs.
Open innovation and mass customization thinking are merging into innovative business models. Consider the success of MC platforms like Zazzle, Spreadshirt, or Cafepress. These companies have established open business models that enable anyone to co-create their own business, share designs and developments for a fee, and benefits from the experiences of others. The frameworks and theories of open innovation provide new opportunities to study these phenomena.
Open hardware is enabling new dimensions of customization. Hardware products (electronics components, but also entire structures like automobiles or even rockets) are increasingly cre-ated in community-based models of contributors. IP is distributed via open licenses. One of the core motives of open hardware is to allow high degrees of customization – to offer the next level of customization!
At the same time the MCPC conference is designed as a platform for open (process and business model) innovation: Our objective is to assemble a diverse and experienced audience with different backgrounds to share learnings and what worked (and what did not) in different settings, industries, and countries. We want to stimulate new ideas and to invoke new aspiration for entrepreneurial drive and technical advances.
So here is an invitation to submit your speaking proposal and present at the MCPC 2011. The most important information follows below, but you also can download the updated MCPC 2011 Call for Papers.
We invite you to submit your best work, addressing the conference theme along one or more of the questions asked in the detailed call for papers (PDF). We especially seek papers which follow the idea of "engaged scholarship", i.e. which are relevant to both practice and research.
You can submit three types of proposals (Page limits include references and figures):
Please check the detailed Call for Papers for more details on what we expect from a good proposal, how to format your paper, and how to submit it!
To submit a paper (practitioners: presentation proposal), head here.
April 7, 2011: Deadline for submissions for paper and presentation proposals (via this online submission system only)
Nov 17-19, 2011: MCPC 2011 Research Conference and Presentation Sessions