Mass Customization: On-line Consumer Involvement in Product Design
http://jcmc.indiana.edu/vol7/issue4/loker.html

Kamali, Narges and Suzanne Loker
JCMC
2002

Abstract:

Mass customization, the involvement of the customer in the design, production, or delivery process before the actual sales transactions, using technology to limit the cost, is a strategy that businesses are experimenting with to provide customers with exactly the product they want, at the time they want it.