Markets of One: Creating Customer-Unique Value Through Mass Customization

This collection of ten Harvard Business Review articles chronicles the evolution of business competition from mass markets to markets of one — or, as the editors write in the introduction,"from creating standardized value through mass production to creating customer-unique value through mass customization". The book examines many of the resulting changes in approach to strategy and operations and explores both the promise and pitfalls of mass customization through the work of some of the leading thinkers on the topic. The selected articles span a dozen years of thought on the subject and, write Gilmore and Pine, "clearly point to how businesses will compete in the coming decade."