PERSONALIZATION BROUGHT TO LIFE - IMD
PERSONALIZATION BROUGHT TO LIFE - IMD
PERSONALIZATION BROUGHT TO LIFE - IMD
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<strong>PERSONALIZATION</strong> <strong>BROUGHT</strong> <strong>TO</strong> <strong>LIFE</strong> I is your organization ready to bond with consumers?<br />
development, while mi adidas received excellent feedback from consumers and saw great market<br />
potential, challenges in information technology, supply chain and distribution turned out to be more<br />
complex than expected. Internally, it required strong leadership and a commitment from top-down<br />
for a clear positioning of the initiative.<br />
Mass customization represents a new paradigm. Yet getting its front and back-end to work is a<br />
challenging task. Is your organization ready to bond with millions of consumers?<br />
Ralf Seifert is a Professor of Operations Management. His primary research and teaching interests<br />
relate to operations management, supply chain strategy and technology network management.<br />
Fang Liu is a Research Associate at <strong>IMD</strong>.<br />
<strong>IMD</strong> – www.imd.org Page 4/5
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