Although the term “mass customization” was identified by Davis [1] in his book, Future Perfect, when he referred to the term as an oxymoron of mass production and customized goods [2], the concept emerged for the first time in the book Future Shock [3]. Later the term shifted toward a new business strategy and not just an evolution of mass production [4].
Mass customization relies on component standardization, modularization, or form postponement [5] and [6]. Other linking technologies like e-mail and the Internet allow firms to rapidly and more effectively communicate with consumers in a co-design process to learn exactly is wanted in services and product features