virtualization of design and production a thesis - Bilkent University

All the design and production applications and ideas that have been mentioned,
lead us to the point that material concerns in production industry seems to be
secondary after the computer integration. The primary concern is always a design
idea followed by a strong marketing strategy in order to make sales for profit.
Whether the product is mass produced or not is not a concern both for the
producers and customers. That is because the designers and the producers have
confidence in technology. Rapid manufacturing (RM) techniques have already
promised them to be able to produce geometry of any sort. Now that the
companies confide in production technology, the persuasion is not through actual
experiences but through promises of computer generated images and
visualizations.
4.3.2. Reconsidering the Value of Products within Market Relations
“Integrating customers in the elicitation process requires a
dramatic shift in our perspective of value creation. While users
and customers have no part within the traditional chain
framework, in a mass customization system consumers are
getting a new role – they are integrated into the process of
value co-creation. Customer integration is defined as an
economic process in which customers take part in activities
and processes that used to be seen as the domain of the
company. Mi Adidas’s customers are becoming – at least
partly - co-designers of their personal pair of shoes” (Berger
44).
The relevant instance of Mi Adidas offers a very distinctive mode of marketing
strategy which is a direct example of mass customization. The entire computer
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