Before the 21st century, you had to make your pick: you buy or make cheap mass products or high-priced customised products (or services). If you are a fashion company, you could either be H&M or Gucci, but not both at the same time. Mass or customised, but not both.
Today, in the age of Internet and online tools, a new concept has appeared: mass customisation. Companies are discovering that customers can create personalised version of their mass products without requiring the personal efforts (time and attention) that had previously been ...
