Classic Article on Mass Customization

Over 10 years ago, the economist published a long article on mass customization.

I find that the article still rings true today and covers the main principles.  Since the article’s publication, more firms are getting better at mass customization, but some firms have tried it and failed.

It is interesting to discuss how mass customization principles align (or don’t align) with lean principles.  In some ways these two contradict each other and in some way you can’t implement a mass customization system without being lean.