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Toffler's work predates Davis'
I'm not sure how the concept of mass customization can be credited to Stan Davis' 1997 book. Alvin Toffler wrote about mass customization as far back as 1970 in Future Shock, and continued to develop the concept in further books. It is a critical part of Toffler's concept of Third Wave of societal development. Futhermore, the Wikipedia page on Toffler mentions mass customization and links back to this page.