Alexander Lang (Webasto): The Importance of Mass Customization
Alexander Lang, Manager Innovation and Market Strategy at the German automotive supplier Webasto, was a speaker at the MCPC 2007.
According to Mr. Lang, end customers can be integrated into the automotive innovation process by letting them generate individual ideas. This measure reduces the product development risk as the automotive industry is increasingly faced with the challenges of rapidly changing customer demands. The presentation offers the basic concepts of this approach gives insight into the development phase, and discusses the planned benefits and challenges of this end-customer-driven approach.
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