Abstract
The leader in the customization field is the Dell Computer Company because their products are only sold on the Internet, the consumer can choose all the components of his dreams. For example the model, the memory, software, graphic card, the size of the screen in order to adapt the product to his needs. Another example is Toyota. Buyers can choose their car, the colour and materials of seats, the options (air conditioned, GPS, airbags, security, a better radio car) and the car is delivered only in 5 days. The banks have understood the need to customize their offer in order to respond to customers. As Philip Kotler said , "the bank would be able to identify all the services used by a consumer, the profit or loss and these services and the potentially profitable services which maybe proposed to that consumer'. To deal with the problem, we have made three parts, the role of digitization in the development of customization. Can we customize all the products? Is it really interesting to customize products for all companies? Is customization an answer to a new need? Is customization a real way to consume or a fashion trend?
