Mass Customization leads the strategy of today`s well succeeded companies. It indulges the customer with the so long yearned for product and/or service that exa

Gardner explains how to bring a company into alignment with mass customization (also known as build to order, assemble to order, configure to order, make to ord

A growing heterogeneity of demand, the advent of ';long tail markets';, exploding product complexities, and the rise of creative consumers are challenging compa

A growing heterogeneity of demand, the advent of "long tail markets", exploding product complexities, and the rise of creative consumers are challenging compani