"mass customisation" is correct and usable in written English.
You can use it to describe the idea of businesses catering to the specific needs and wants of a large group of customers at once. For example: "The new online retailer has become incredibly successful due to its strategy of mass customisation, offering personalised options to its large customer base."
Frank Piller, an economist at the Technical University of Munich who has made a special study of the way companies customise a basic product line (a process dubbed "mass customisation"), argues that the biggest change is usually in the design and construction of the product.
It also allows the mass customisation of finished parts.
Designs can be quickly changed, so the technology enables flexible production and mass customisation.
Pete Tomlinson, director of product marketing and sales at Kcom, said the internet had unleashed a trend towards mass customisation.
Mr Wunderman argues that, as mass customisation becomes feasible, each customer becomes, in effect, his own brand.
"The new generation of manufacturing, which is the agile manufacturing of the future, is about mass customisation rather than mass production," Duff says.
An early adopter of the technology has been the health-care industry—a field in which mass customisation is useful, because every patient is different.
Flexible production lines will be able to turn out cars to fit every niche in the market, enabling makers to offer buyers "mass customisation" of vehicles.
With mass-customisation, says Mr Aarts, the key differentiator for future products will be the experience they give you.
So when somebody actually comes through the door, the salesman is desperate to close a deal, even if he does not have the version of the car that the customer is actually looking for.The mass-customisation zealots think that all this can be changed, creating a world in which consumer satisfaction and producer profits rise steeply together, as systems become more agile and faster.
We then consider the workflow in relation to key capabilities for mass-customisation.
