Personalisation as a strategic competitive advantage

The paper analyses the applications and trends of personalisation in the DACH region. Personalisation serves as the key to market differentiation and generates competitive advantages, with the integration of customers already taking place in the early development phases. This results in new requirements for the development of products and their production, as well as for the qualification of employees. For this reason the "Leistungszentrum Mass Personalization" (LZMP) in Stuttgart conducted a survey on the challenges of personalisation. The development and manufacturing of personalised products and the need for corresponding skills are discussed.