1. What is "mass customization," exactly?

• Does the company at which you are now employed use "mass customization"? If not, what opportunities exist for leveraging this concept?
• How can mass customization be applied to products? Services? Communication? Anything else?
• Thinking about your own personal experiences as a consumer, what company is a superlative example of "mass customization"?
• Does mass customization simply increase the cost of goods sold for a companyor does it help to propel profits in some way? If the latter, how?

2. Other than the examples contained in the book, provide an example of a company with which you are familiar that is:

• An adaptive customizer
• A cosmetic customizer
• A collaborative customizer
• A transparent customizer

3. Pick a commodity product with which you are familiar, and apply the "product-as-service" idea.

• What aspects of the core product can be customized?
• What product-service bundle can be wrapped around the core product?
• What enhanced needs set can be applied?