Human Centered Industry - Emotional Engineering - page 50

nonexperts. Thus, PDE accelerates users' involvement in design and manufacturing.
Thus, customers can join the game and enjoy developing a product. Thus, their
desire for self-actualization will be satis ! ed much more.
5 Everybody Is a Player — No Walls Between the Producer
and the User
5.1 Produser = (Producer + User)
To cope with the diversifying requirements, Tof fl er [ 5 ] proposed a Prosumer
(Producer + Consumer) System, where the producer and the customer work toge-
ther. And recently Prahalad and Ramaswamy [ 6 ] proposed Value Co-creation,
where the producer and the customer work together to co-create a unique value.
This is in a sense an extension of concurrent engineering, which in the later years
developed into collaborative engineering, although most of their discussions were
how experts can work together across their domains to produce a product to ! t
better to the diversifying needs of customers. It may be said that these ideas of
collaboration of the producer and the customer came up because diversi ! cation
extends more than what can be expected by the producer. But it should be
emphasized that this collaboration of the producer and the customer is still pro-
ducer-driven. It only adds the customer as another collaborator (Fig. 15 ).
It must be noted that customer's requirements are diversifying because the
customer would like to be more active and creative. They would not like to be just
passive consumers as they used to be. So although the producer and the customer
work together, the customers would like to take the initiative as shown in Fig. 16 .
This implies that until now, industries are operating in the producer-centric
framework and they do not necessary have to consider the basic needs or the basic
expectations of the customer. But from now on, they have to get down to the basics
of what customers really expect from them. The author would like to call such a
system Produser (Producer + User), where users take more important role in design
and production and they will actively participate.
5.2 Supply Chain and Demand Chain
To describe this in terms of supply chain and demand chain, the traditional Supply
Chain and Demand Chain concept was as shown in Fig. 17 . But Customer-Driven
Collaboration of the Producer and the Customer (called Produser here) will lead to
the true demand chain as shown in Fig. 18 , where customer's true or basic
expectations will be realized as a product.