The Right Stuff: America's Move to Mass Customization

Policy Reports | Economy

No. 225
Tuesday, June 01, 1999
by W. Michael Cox & Richard Alm


  1. Meredith Walker provided important research assistance throughout the course of preparing this paper. Thanks also go to Maria Coello, Gallin Fortunov, Charlene Howell, Sergei Polevikov and Stephen Stout.
  2. Authors' estimates based on industry sources.
  3. The evolution of variety at Ford is based on information from the Ford Motor Co. website
  4. Bill Gates, The Road Ahead (New York: Viking, 1995), p. 188.
  5. See Michael Dell, Direct from Dell (New York: HarperBusiness, 1999).
  6. Telephone interview with company representative.
  7. Telephone interview with company representative.
  8. See CDuctive website
  9. See NewsEdge Corp. website at
  10. See website at
  11. See Affymetrix, Inc., website at
  12. See Acumin website at
  13. "Toffler: Change or Else," Inc. magazine, May 1, 1998, p. 23.
  14. website at
  15. See Motorola, Inc. website at

Read Article as PDF