Mass customization is the ability to take a product or service and customize it to the consumers specific wants and needs. This allows a company to have a strategic advantage over their competitors and it also gives the product or services a better added value. With the invention of the Internet most businesses are now able to integrate this model into their Internet marketing strategies, thus making the products or services more attractive to their customers and a lot cheaper on themselves. A good example of mass customization would be ordering a computer from an online computer manufacturer such as Dell. When a customer comes to their website, they are able to select the properties and functionality they want on the computer. This allows the person to better customize their computer for their personal needs such as gaming, photos, or even web development. Other examples of the use of mass customization would be computer software, which can be tailored to the needs of the customers that need the software to provide specific functionality for the company’s business processes. By allowing for the customization of products and services, companies save time and money that they have not been able to do in the past.
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