Modern companies face immense market pressure to meet customers' demands while ensuring the sustainability of business. Consumers are now requesting highly customized products and services, i.e. demanding mass customization from manufacturing companies. The complete value chain needs to develop strategies enabling interaction with customers and consumers, supporting customization of features and services, and even co-design. This paper presents the DIVERSITY approach, which consists on a methodology and engineering environment supporting companies in using social media to realize a context sensitive lean design process of product service systems.
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