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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
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- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
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?