Mass customization at Hewlett-Packard: The power of postponement

In many mass markets, companies are facing a predicament. On the one hand, customers are demanding that their orders be fulfilled ever more quickly. On the other hand, they are demanding highly customized products and services. Even without trying to customize their products, most companies have found it difficult to fulfill orders swiftly and at an acceptable cost. Is it possible, then, to mass-customize products, deliver them rapidly, and at the same time reduce costs?