Describes the adaption of a mass-produced product to requirements and desires of an individual customer.
Companies (e.g. nike; customized product: sneaker) can realize customizing by offering different
product attributes (e.g. “color”) that can be chosen by the customer (e.g. color: “blue” out of ten other colors). Like this the product is customized but still producable in high quantities (mass). Only because of that are companies able to offer individualized products to normal market prices.