Shoes of Prey: Managing the Dark Side of Value Co- creation

Sanjit K. Roy, Gaganpreet Singh

Research output: Contribution to specialist publicationArticle in specialist publication


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?
Original languageEnglish
Specialist publicationHarvard Business Review
Publication statusPublished - 31 Mar 2020


Dive into the research topics of 'Shoes of Prey: Managing the Dark Side of Value Co- creation'. Together they form a unique fingerprint.

Cite this