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Customering: the next stage in the shift to mass customization

B. Joseph Pine

B. Joseph Pine II is an internationally acclaimed author, speaker, and management advisor to Fortune 500 companies and entrepreneurial start-ups alike. He is cofounder of Strategic Horizons LLP, a thinking studio dedicated to helping businesses conceive and design new ways of adding value to their economic offerings. In 1999, Pine and his partner James H. Gilmore wrote the best-selling book The Experience Economy: Work Is Theatre & Every Business a Stage, which demonstrates how goods and services are no longer enough; what companies must offer today are experiences – memorable events that engage each customer in an inherently personal way. Published in fifteen languages and named one of the 100 best business books of all time by 800ceoread, in 2011, The Experience Economy came out for the first time in paperback as an updated edition with new ideas, new frameworks, and many, many new exemplars. He also co-wrote Infinite Possibility: Creating Customer Value on the Digital Frontier with Kim C. Korn, Authenticity: What Consumers Really Want with James H. Gilmore, and in 1993 published his first book, the award-winning Mass Customization: The New Frontier in Business Competition. Pine consults with numerous companies around the world, helping them embrace the ideas and frameworks he writes about, in order to develop concepts for creating more economic value, and see those concepts become reality. In his speaking and teaching activities, he has addressed the World Economic Forum, the original TED conference, and the Consumer Electronics Show. Today he is a lecturer in Columbia University’s Technology Management program in the School of Professional Studies. Author affiliation details are correct at time of print publication.

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Mass customization and design democratization

Routledge, 2019

Book chapter


... CUSTOMERING: THE NEXT STAGE IN THE SHIFT TO MASS CUSTOMIZATION B. JOSEPH PINE II 0 Pine.indd 018-09-08 11:37 PM coining the term “mass customization”: Markets, as commonly conceived of in business, simply do not exist....

Wall Systems

Donald B. Corner


Donald B. Corner is a practicing architect and member of the College of Distinguished Professors of the Association of Collegiate Schools of Architecture. He has been recognized for research and innovative teaching in building construction and detailing. For the past 20 years he has offered an integrated course in the technology and design of the building enclosure. Author affiliation details are correct at time of print publication.

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Jan C. Fillinger

Jan C. Fillinger is principal of STUDIO-E Architecture, a certified passive house consultant, an educator, and a developer of sustainable projects in Eugene, Oregon, USA. His academic and professional design work focuses on reducing carbon emissions, through socially and environmentally conscious strategies, climate- and site-responsive buildings, and urban high-density projects. Author affiliation details are correct at time of print publication.

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Alison G. Kwok

Alison G. Kwok, PhD, is an architect and certified passive house consultant. She teaches design studios, building performance seminars, and environmental technology. Her research includes adaptive and mitigation strategies for climate change, thermal comfort, and building performance case studies. She is co-author of the Green Studio Handbook and Mechanical and Electrical Equipment for Buildings. Author affiliation details are correct at time of print publication.

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Passive House Details : Solutions for High-Performance Design

Routledge, 2018

Book chapter


... for the attachment of exterior cladding. Figure 6.2.3). A prefabricated variation on this approach is illustrated at the Warren Woods Ecological Field Station, using There are many possible combinations of structural and described by Joseph...