Nowaday manufacturing industries are called to repeatedly and effectively respond to ever-changing market demands and generated by globalisation economy and customer saturation towards mass produced products. reasonably accurate forecasts and build to stock for traditional mass producing industries automotive. Mobile and decentralised decision market on core company activities is becoming the standard practice enabled by information and communication technology. moreover, value co-creation and customer integration in product design arise as promising means towards capturing the market's pulse and supporting bridging the gap between mass production and mass Customisation.