Yesterday, professor Dellaert refered to numerous examples of how firms try to activate the consumer in the supply chain. One way is mass customization, an essential and promising concept that gets more and more attention from firms and academia. Helping consumers find a product or service that completely satisfies their needs is the key point of mass customization.
Here is a website (http://www.configurator-database.com) with over 40.000 companies that co-create their products along with consumers. As you can see, it concerns many industries, from apparel and cars to food and health. Please have a look and if you have some time customize your own product. I hope you like it!