Define the Concept of Mass Customization, Providing Several Relevant Examples

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The Answer is Mass customization is an emerging business trend that utilizes advanced information technology and flexible manufacturing processes to provide consumers with a product, when, where and how they prefer it. For instance, Levi Strauss's website allows customers to create their own virtual model to get a custom fitted pair of jeans. Procter & Gamble uses its Reflect.com site to customize beauty products for customers. Mass customization requires flexible manufacturing techniques and continual dialogue with customers to be successful. Using technology such as computer controlled factory equipment, intranets, and logistics software, companies can manufacture, assemble, and ship customized products in incredibly short timeframes. Dell Computer uses flexible manufacturing techniques and technology to custom-build computers to customer's specifications. Technology also plays an important part in maintaining an ongoing dialogue with companies' customers, enabling organizations to establish, maintain, and strengthen relationships with customers.

Define the Concept of Mass Customization, Providing Several Relevant Examples

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