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2011 World Conference on Mass Customization, Personalization, and Co-Creation (MCPC 2011)

The MCPC conference series started out in Hong Kong in 2001 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.
When Nov 15, 2011 09:00 AM to
Nov 19, 2011 05:00 PM
Where San Francisco
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The MCPC 2011 wants to engage academics, business leaders, and consultants in fundamental debates through a set of plenary presentations, discussion panels, and paper presentations. The conference will take place on Nov. 15-19, 2011 at the San Francisco Airport Marriott Hotel & Conference Center.  Located in Burlingame, CA, just minutes from the San Francisco International Airport and between downtown San Francisco and the Silicon Valley, the hotel offers a perfect location with great views of the San Francisco Bay. Its inviting waterfront location and great conference center will provide an inspiring conference setting.

The 2011 conference will consist out of three major elements:

  • The "Research and Innovation Conference" is an academic-style 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 has the policy of "all participants, including presenters, have to pay the registration fee" that is characteristic for academic conferences.  The open call for papers & presentations relates to this part of the event!
  • 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. Presentation at this seminar is by invitation only.
  • Networking events: A sponsor's marketplace & exhibition, social events like networking lunches, conference dinners, and cocktail receptions, but also 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 has been launched thanks to new connections during participants of the conference.

How to submit your paper and presentation proposal

We invite you to submit your best work, addressing the conference theme along one or more of the questions asked in the detailed call for papers (PDF). All papers have to be written in English language. We prefer papers which are empirically grounded and go beyond pure conceptual contributions. We are open to a diverse set of quantitative and qualitative methods of empirical research. We especially seek papers which follow the idea of "engaged scholarship", i.e. which are relevant to both practice and research.

You can submit three types of proposals (Page limits include references and figures):

  1. Full papers: Max. 10 pages, according to the formatting guidelines ( This is the preferred form of submissions.
  2. Short papers / extended abstracts for work in progress (3-5 pages), but including comments on the research question, the methodology, data and empirical methods used (if applicable), and a discussion of the results. Please also use the formatting guidelines for preparing your extended abstract (
  3. Presentation proposals (PPT slides) by managers: In order to accommodate practitioners who have interesting results but are not familiar with writing papers, this alternative way for contributing is offered. Mass customization business proprietors, open innovation project managers, services and technology providers are invited to submit a presentation outline in form of a slide presentation (PPT of max. 20 slides, transferred into PDF). 

Please check the detailed Call for Papers for more details on what we expect from a good proposal, how to format your paper, and how to submit it!

To submit a paper (practitioners: presentation proposal), please use ONLY the online submission system on the conference web site Do not submit papers per e-mail directly to the conference chairs. Please refer to the conference web site for details on the paper submission process and guidelines for paper formatting:

The conference website and the paper submission system will go online on March 1, 2011.

Important dates

March 30, 2011: Deadline for submissions for paper and presentation proposals (the online system to submit your proposals will open on March 1 at

June 15, 2011: Final notification of accepted contributions

Aug. 1, 2011: Presenter registration deadline

Nov 15-16, 2011: MCPC 2011 Business Seminar (optional registration required)

Nov 17-19, 2011: MCPC 2011 Research Conference and Presentation Sessions

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