Customers as value-adding partners for Mass Customization services: Increase process evidence, optimize interaction processes, develop service bundles

Key Info

Basic Information

Lehrstuhl für Betriebswirtschaftslehre, insbesondere Technologie- und Innovationsmanagement
Funding Body:
German Federal Ministry of Education and Research (BMBF) and the German Aerospace Center (DLR)
Center for Leading Innovation & Cooperation (CLIC), HHL – Leipzig Graduate School of Management; Fraunhofer-Institut für Fabrikbetrieb und –automatisierung (IFF); Corpus.e AG;
Partner Organisation:
Selve AG; Ertl/Renz GmbH; Bauerfeind AG


The objective of the KUMAC project is to develop new methods for mass customization providers in the German retail market. These methods support an increase in productivity and value creation potential of these retailers. In collaboration with industry partners, the implementation of the following objectives will be pursued: (1) Valid measurement of customers´ productivity during co-design-processes. (2) Identification of drivers for mass customization providers´ interaction competence. (3) Creation of new methods to increase transparency of MC-processes. (4) Investigation of benefits and effects of customer communities on customers perceived experience and product quality, especially in the phase of product specification. (5) Development of innovative services for the after-sales-phase. This serves to strengthen the competitiveness of the involved retailers. At the same time, these companies function as pilot companies and thus contribute to the diffusion of the project findings in the retail sector.