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.)

About the MCPC Conference

About the MCPC Conference Series

The MCPC conference series started out as a bi-annual conference devoted to Mass Customization & Personalization. The content has broadened in recent years, including also customer co-creation, user innovation and other strategies of customer-driven value creation (hence, MCPC = Mass Customization, Personalization, and Co-Creation"). The event frequently brings together hundreds of the world's most remarkable people in the field. In 2011, the conference will link MCPC with a topic that has driven and inspired the field for several years: open innovation.

The previous conferences have been hosted by …

For reports and reviews of the previous conferences, please see:

MCPC 2007 at MIT

MCPC 2009 in Helsinki

Participation Statistics (average for 2005‐2009 conferences)

• Between 450‐650 participants

• About 150 presentations over the entire program

The MCPC conference style & layout

The MCPC is a multi‐track conference featuring a combination of high profile keynotes with expert talks, panel discussions, paper sessions, workshops, receptions, and much more. While it is devoted to sharing and discussing the latest research in the field, the MCPC has a strong focus on real life applications. Since its beginning, there is an equal share of participants, practitioners and academics/researchers. This makes the MCPC truly unique among many conferences. It really strives to connect MCPC thought leaders, entrepreneurs, technology developers, and researchers with people applying these strategies in practice.

The conference consists of four major elements:

The MCPC 2011 Conference will take place on Nov. 15‐19, 2011 at the San Francisco Airport Marriott Waterfront located in Burlingame, CA, just minutes from the San Francisco International Airport and between downtown San Francisco and Silicon Valley. The hotel offers a perfect waterfront location with great views of the San Francisco Bay, and provides an inspiring and inviting conference setting.


Sponsors and Partners of the MCPC 2011:


Center for Executive Education

Hosted by: