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Definition: Customerization

It is the phenomenon of allowing the customers to design an offering to suit their needs. This is a new trend in marketing.

The difference between customization and customerization is that in customization the producer produces the goods to suit the individual requirement of the customers. For example:Dell.

On the other hand, in customerization, the consumers are involved in designing the process and hence become prosumers (both producer and consumer). For example: A salad bar, or a restaurant where you make salad for yourself by choosing the contents. Also, a boutique where you design your own clothes would come under customerization.

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