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  1. Origin of mass customization
  2. Variants of mass customization
  3. Case study : Nike

Living is more a question of what one spends than what one makes. Marcel Duchamp.
For a long time, our current society is based on consumption and capitalism. Firms aim at increasing and customers aim at increasing their well being.

Since The glorious thirty, companies used to practice the mass production and they only had to care about selling the biggest quantity they could. That's how, after the WWII, United State became the first world economic power thanks to the Ford's process which consist in standardized and low cost production. By saving-time techniques, U.S companies were able to product faster without spending more money.

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