Mass Customization or Personalization ?

18Oct09

These two terms are currently being used interchangeably.  This was discussed in the MCPC09 Conference by Sunnika and Brage

They have found that “mass customization” referees more often to tangibles, while “personalization” is rather used in the context of “intangibles”. In other words mass customization is likely to be about products, while personalization is associated with information.

It seems that mass customization is the preferred term for  industries and personalization is the preferred term for for those who deal in the domain of the internet and marketing. While mass customization seems to lie in the domain of manufacturing, personalization seems lie in the domain of of choice.

Would it not be better to draw a line that divides the real from the virtual so that customization can be on the real size of the divide and personalization can be on the virtual side addressing issues that deal with matching personal desires with affordable, available and manufacturerable possibilities.

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