Editing Mass customization (section)

==Variants==
{{harvtxt|Pine|1993}} described four types of mass customization:
* Collaborative customization (also considered [[co-creation]]) – Firms talk to individual customers to determine the precise [[product (business)|product offering]] that best serves the customer's needs (see [[personalized marketing]] and personal marketing orientation). This information is then used to specify and manufacture a product that suits that specific customer. For example, some clothing companies will manufacture pants or jackets to fit an individual customer. This is also being taken into deeper customization via 3D printing with companies like [[Shapeways]].  Examples: [[Tailored suit]]s; [[Converse (shoe company)|Converse]] lets consumers choose the color or pattern of every element of certain types of shoes, either in-store or online.
* Adaptive customization – Firms produce a standardized product, but this product is customizable in the hands of the [[end-user]] (the customers alter the product themselves). Example: [[Lutron]] lights, which are programmable so that customers can easily customize the aesthetic effect.<ref>{{cite journal|url=http://hbr.org/1997/01/the-four-faces-of-mass-customization/ar/1|title=The Four Faces of Mass Customization|journal=Harvard Business Review|date=January 1997|last1=Gilmore|first1=James H.|last2=Ii|first2=B. Joseph Pine|volume=75|issue=1|pages=91–101|pmid=10174455}}</ref>
* Transparent customization – Firms provide individual customers with unique products, without explicitly telling them that the products are customized. In this case there is a need to accurately assess customer needs. Example: Google [[AdWords]] and [[AdSense]]
* Cosmetic customization – Firms produce a standardized physical product, but market it to different customers in unique ways. Example: Soft Drink served in: A can, 1.25L bottle, 2L bottle.{{clarify|date=September 2014}}

He suggested a business model, "the 8.5-figure-path", a process going from [[invention]] to mass production to [[continuous improvement]] to mass customization and back to invention.