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Customization, in unavoidable

Globalization of economic, industrial and service activities is one of the most important changes in trade environment of 21 century. The raise of competition level and arising of different competitors in diverse countries, calls for the service companies to consider their processes with global view. Globalization, anyway, forces different markets of companies and professional companies to review their attitudes about international competitions. The competition of companies has been more complex and compressed than the past in global markets. Customers have more power for selecting products and their optional services. Customers are able to gain more information of products and services by advancing technologies specially information technology. Producers and suppliers must attract the customers through tight competition, so they are faced to powerful customers and if they can not respond to their demands they should leave the competition scene. The companies facing customers with the power of selection must use new ways in business enabling them to increase their influence to customers and win in the competition arena.