Introduction: China's emerging innovators -- Pioneers: giants from the East -- Hidden champions: unknown global market leaders -- Underdogs: technology ventures under the radar -- Change makers: nextgen entrepreneurs -- The Chinese innovators' way -- China's innovators going global -- China's...

Theoretical Background on Mass Customization Research -- Fundamentals of Culture Research -- Cultural Influence on Consumer Behavior Under Mass Customization -- Cultural‐bound Interest in Mass Customization – survey -- Cultural‐Bound Actions in Mass Customization – experiment. .