This session will provide the latest thinking on mass customization and open innovation, exploring the relationships between both fields. It is open to participants of the Business Seminar and the MCPC Research&Innovation Conference.
Henry Chesbrough, Garwood Center for Corporate Innovation, University of California Berkely
Open Service Innovation
The goal of “Open Services and Innovation” is demonstrate how the open innovation approach applies to companies in service businesses. Many companies today grapple with the commodity trap, as product lives shorten and differentiation becomes increasingly difficult. Using open innovation, companies can transform their product and technology based businesses into more customer-focused, more differentiated, and more sustainable service and solution businesses. This requires two concomitant shifts: one from products to services; and the other from closed to open. The role of the user is quite different in services innovation, and innovating firms must find ways to co-create with customers in order to succeed. Professor Chesbrough will illustrate these points with illustrations from a variety of industries.
Jeff Beaver, Co-Founder and Chief Product Officer, and Bobby Beaver, Co-Founder and Chief Technical Officer, Zazzle
The Future of Mass Customization
Please find the complete program at the official MCPC 2011 website.