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 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 …

2001: Hong Kong University of Science and Technology, Hong Kong
2003: University of Technology Munich, Germany
2005: Hong Kong University of Science and Technology, Hong Kong
2007: M.I.T., Cambridge, MA
2009: Aalto University, Helsinki, Finland
Upcoming conference 2011: UC Berkeley, San Francisco, USA

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

45% Managers from companies engaged in MCPC activities or planning to do so (of those about

40:60 split between Directors / VP Product Mgmt of Fortune1000 and CEOS of SMEs / startups)

45% Academics (from Engineering, Management & Marketing, Computer Science / Information Systems, but also many other disciplines (architecture, psychology …)
10% Consultants and Technology Providers (Flex Manufacturing, SCM, Configurators, CAD)

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 Research and Innovation Conference is an academic-style but application-focused conference, with a broad call for papers. All contributions are peer reviewed by at least two reviewers. An international program committee and many ad-hoc reviewers support the program chairs with this process. Presentations are organized in parallel tracks, with plenty of time for discussions and feedback. The conference policy is "all participants, including presenters, must pay the registration fee" that is characteristic for academic conferences.
The Business Seminar provides an innovative platform for managers DOING mass customization and open innovation as the core of their business. The seminar's foremost idea is to connect managers in peer-to-peer interaction to foster an intense discussion, facilitated by presentations from industry leaders and the seminar faculty. In 2011, the Business Seminar will kick-off the entire conference event.
Networking Events: A sponsor's marketplace & exhibition, social events like networking lunches, conference dinners, and cocktail receptions, as well as site visits to local companies provide unique opportunities to connect and exchange ideas among participants. The event has a long track-record of successful business relationships and even a number of start-up companies that have been launched thanks to new connections between participants of the conference.
Pre-Conference Event and Exhibition: On the day before the conference kicks off, we plan a showcase exhibition and press event to demonstrate the scale and scope of mass customization, co-creation and open innovation to a wider public. This event will be co-organized and hosted by local companies from the Bay area active in this domain.

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.

Marriott