A growing number of companies are adding value to their offerings through customization. They encourage consumers to create customized products that meet their individual needs and reflect their personal style. Three leading examples are Nike, Land's End, and Scion. Log on to each site and create for yourself a customized pair of Nike shoes, some personalized Land's End jeans, and your ideal Scion (no need to actually purchase any of them!). Compare and contrast how each site handles the customization process. Which did you like best? Why? What other companies could benefit from offering a way to customize their products online?
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