Launched in 2009, Australian-based Shoes of Prey allowed potential customers to design every detail of a pair of shoes. The co-creation strategy offered customers a sense of ownership and increased their perceived value of the shoes. The company initially focused on niche customers; however, as a result of increased business investment, it decided to scale its business to the mass market. This mass customization and co-creation strategy brought numerous challenges. The company's inability to succeed in the mass market led to the co-founder suspending business operations in August 2018. Should she reboot the business with substantial changes, or was it time sell out? Sanjit Kumar Roy is affiliated with University of Western Australia. Gaganpreet Singh is affiliated with National Institute of Industrial Engineering.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-W20228

発行日：2020/3/31

登録日：2020/10/19