Consumer choice has increased steadily since Henry Ford’s Model T, when buyers could pick any color—as long as it was black. After Ford’s single product came standard specifi­cations for different consumer segments, for example, clothes in different sizes and colors. In the last decade or so, we’ve seen features that allow each shopper to customize his or her product or service with a range of components, for instance, when ordering a car, computer, or smartphone. Such configured mass customization is bound to reach ever-greater levels of sophistication...

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www.mckinsey.com/insights/business_technology/How_technology_can_drive_the_next_wave_of_mass_customization?cid=manufacturing-eml-alt-mip-mck-oth-1402

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