Garwood Center for Corporate Innovation

at the Haas School of Business
University of California, Berkeley

2011 World Conference on
Mass Customization, Personalization, and Co-Creation:

Bridging Mass Customization & Open Innovation



November 16-19, 2011

San Francisco Airport Marriott Waterfront


Download the Program PDFView the Program

Download the Full Conference Program (pdf, 83 pp.)


ZAZZLE announces
The Million Dollar Zazzle Open Innovation Challenge
at MCPC 2011

Click here for more information

Conference Proceedings Available

Bridging Mass Customization & Open Innovation:
Proceedings of the MCPC 2011 Conference,

edited by Henry Chesbrough and Frank Piller

Published by Lulu, Inc. (Raleigh, NC)

Paperback version:

eBook version:

The 2011 World Conference on Mass Customization, Personalization, and Co-Creation will engage academics, business leaders, and consultants in a set of plenary presentations, discussion panels, and paper presentations intended to bridge the topics of Mass Customization & Open Innovation:

Mass customization, personalization, and co-creation (MCPC) strategies aim to profit from the fact that people are different. Their objective is to turn customer heterogeneities into profit opportunities, hence addressing the current trend of long-tail business models. Mass customization is a means to provide goods and services that best serve individual customers’ personal needs with near mass production efficiency. 

Open innovation is the idea that companies should make greater use of external ideas and technologies in their own business, and allow unused internal ideas to flow out to others for use in their business. It is the antithesis of a closed innovation process which relies on internal R&D and deep vertical integration.

The 2011 conference will consist of four major elements:

Click here to Register Now!

Read more about the Conference Theme

Read more about the Conference Activities

Read the Conference Briefing [pdf]

See the Official Call for Papers [pdf]

Submit a Paper

Sponsors and Partners of the MCPC 2011:


Center for Executive Education

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