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Castro e Costa, E. (author), Duarte, J.P. (author)Mass customization is pointed as a means of improving a companys competitiveness, which is an essential trait in Europes economic situation of today. This paper reports a mockup implementation of the mass customization paradigm to ceramic tableware design, through the use of shape grammars, parametric modelling and rapid prototyping. Focus is...conference paper 2013