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Alan Cooper looks at the potentially magic mix of mass customisation.
The new alchemy? - Part 1 | Part 2
Mass customisation seems a contradiction – and consultants risk being labelled alchemists by mixing a brew of technology and business techniques to create volume custom products and services, yet at low cost.
It seems a contradiction because in the post-war era we have become used to automated production techniques and sleek supply chains producing quantity, quality and low prices. At the same time, increasing labour costs have loaded a premium price onto personal services and custom products.
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Consultants' Advisory 2002
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