Mass customization

Essay by vickyterry April 2006

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1. Introduction

It is incontestable that everyone has his unique character; therefore, consumption market is required to involve some personalized products, especially in this fashionable age. Increasing consumers who prefer unparalleled products or services makes mass customization appear, which can satisfy the different customers' demand of products or service and makes a price close to that for an ordinary mass produced refill. This report will examine the relationship between mass customization and business in many aspects, not only including the origin of mass customization and the definition of it, but also the impact of it on business.

2. The Industrial Revolution and mass production

The Industrial Revolution happening in the eighteenth century extended in all of Western Europe, which could foreshow the improvement from traditional manufacture to power-driven machinery (Gerhard Rempel, 2001) production. The Industrial Revolution has begun from the agriculture in Britain, such as, systematic stock breeding (Robert Bakewell, 1725-1795), scientific agriculture (Arthur Young, 2001), and other new agricultural revolution.

In succession, industrialization becoming popular started with the wave of enthusiasm cited by agricultural revolution. The change of the textile industry, for example, was the most crucial advancement in the field of industrialization. Another improvement--"steam engine" -made by James Watt (1763) liberated factories from riverside. Electric power appearing made car coming to the world. After the coming of the railroads found every European country, the transportation for industry made huge progress, which brought farther industrialization, such as, steamships, aircrafts. The Industrial Revolution also made communication easily. Bell (1876) inventing telephone and other inventions, for instance, shortened the distance from each other. These huge changes brought an increase in population and urbanization, which made some new social classes - bourgeoisie and proletariats appeared. Because of the population increasing, the labor force enhanced, but the value of labor force decreased, which...