Theres an interesting post over at madeforone.com which summarises the evolution of the term Mass Customisation. MC is about using flexible manufacturing and technology to offer unique and customisable products to your customers. Spreadshirt is often correctly cited as a MC success story.
The post (its long, but worth the read) discusses its origins and the recent convergence of terms like Co-creation (more on that in a few days), Crowdsourcing (think La Fraise), User Innovation. Lead Users, Outside Innovation under the umbrella term “Customerism”. I’m not a big fan of the word and would prefer something like “Mass Customerisation”, but you cant have it all 
Its an interesting read for anyone new to the area.
I also reccomend Frank Piller excellent MC site
Ami
Dave
Michel
Tobias Huber
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