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Shoes of Prey: Managing the Dark Side of Value Co-creation
內容大綱
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?
學習目標
The case is designed for use in graduate-level courses on marketing management, strategic management, service management, and the marketing of services. After working through the case and assignment questions students will be able to<ul><li> understand the dark side of co-creation,</li><li> learn the concept of a co-creation culture,</li><li>analyze appropriate marketing research for understanding consumer perceptions toward co-creation,</li><li> understand influencing consumer behaviour toward co-creation,</li><li> understand channel migration and co-creation; and</li><li>understand pricing and co-creation.</li></ul>