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I am thinking of another way of differenciating the two concepts, which was proposed by Ashok Kumar in 2008 : he stated that mass personalization is marketing to ONE, whereas mass customization is marketing to FEW (From mass customization to mass personalization: a strategic transformation, International Journal of Flexible Manufacturing Systems, 19, p. 533-547). This is an interesting distinction, and goes in the same way than what you are proposing.
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Oct 12, 2010