Mass Customization: mi Adidas

This lecture explores the concept of mass customization, focusing on the case study of mi Adidas. It covers the definitions of mass customization, the progressive fragmentation of the automotive market, and the product logic for customization. The lecture delves into the mi Adidas case, discussing the pilot phase, practical implications, issues faced, and the initial rollout plan. It also addresses the study group assignment on the future direction for Adidas, drawing comparisons with other mass customization operations like Reflect.com and NikeiD. The session concludes with a plan for group work, decision-making, and a debrief on the mi Adidas case.