For two decades after World War II, Mass-production techniques pushed companies into standardized products, long product lift cycles and rigid manufacturing, emphasizing efficiency and low cost over flexibility. Special orders cost more. But today's consumers are very choosy. They want quality, value and products, specially tailored to their needs, but always at the lowest possible price. For now mass customization has come to the fore. Mass customization uses information technology to produce and deliver products and services designed to fit the specifications of individual customers. Companies can customize products in quantities as small as one with the same speed and low cost as mass production methods. Mass customization systems use information taken from the customer to control the flow of goods.