Trends in technology has enabled companies to take customized or diverse orders from customers. Internet has also created many opportunities for companies to make mass customization easier. In the HBR article by Pine and Boynton, they explains how continuous improvement and mass customization are different. They also point out that continuous improvement should be should be a pre-requisite for mass customization. Toyota failed to differentiate mass customization and continuous improvement. They found out hard way that these two concepts are different in terms organizational structures, training, management and customer relations. In my opinion, mass customization in one way reduces waste expenditures and creates value for customers by giving them what they want. On the other hand, there are challenges such as finding right workforce with vast amount of creativity, flexibility, breaking cross functional teams, long response times etc that are all required to make mass customization...