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Company Introduction






National Research University Higher School of Economics

Business and Management Department

 

Customer Experience Management

 

Spreadshirt: Co-creation of Value

 

Written by

Ilya Chuev

 

 

Moscow 2016

Introduction

High impact of co-creation on today’s businesses is dictated by the fact in modern economy business has to continuously reinvent itself in order for it to adapt to complex and dynamic market realties. The ability to differentiate yourself from your competitors is key for successful business. With all the access to network and information consumer has acquired enough amount of expertise and is ready and willing to participate in new forms of product innovation, development and creation.

One of many aspects that make consumer the driving force of modern product development is its knowledge, derived from experience. Co-creation between firms and consumers is all about tapping successfully into the collective intelligence of consumers and using it to both parties benefit: consumer get improved version of a product that better suits its needs and the form increases its profitability by offering product which is more demanded by customer.

“Value co-creation” occurs whenever consumer interacts with a company or product and thereby has an active role in the shaping of their own experience and ultimately value perception. It is worth mentioning that several other areas can also be affected by co-creation:

· direct impact on traditional innovation practices;

· quality and speed of decision making in relation to idea filtering and development;

· creativity enabler at individual and group level as well as potential customer knowledge developer;

· creation of new collaborative strategies;

· increased customer identification with product as well as brand itself;

· huge impact on how innovation is practiced and lived within an organization;

· co-creation may make company more attractive for employees, as participating in direct value creation can trigger identification and attract future talent.[1]

 

Company Introduction

Spreadshirt is an internet company offering an online platform for private individuals and commercial organizations to design, buy and sell creative and personalized apparel. In 2001, Spreadshirt was founded in Leipzig (Germany) by Lukasz Gadowski and Matthias Spieß without the use of external capital. Michael Peterson, another executive director, joined Spreadshirt in 2004. In August 2007, Jana Eggers became CEO replacing Gadowski who is now Spreadshirt's President. In 2011, Phillip Rooke became CEO, replacing Jana Eggers.

While maintaining its headquarters in Leipzig, Spreadshirt has opened up European branch offices in Berlin, Germany; Paris, France; the city of Utrecht in the Netherlands. It has expanded to the United States with major locations in both the Pittsburgh suburb of Greensburg, Pennsylvania and Boston, Massachusetts.[2]

Spreadshirt manages several brands, including the main Spreadshirt brand, the T-shirt design competition site laFraise, which it acquired in 2006 from Patrice Cassard, and the professional textile print service formerly known as " DDS Deutsche Druckservice", then Spreadshirt Groß bestellungen (Spreadshirt bulk orders) and since 2013 known as YINK.

The main idea behind Spreadshirt is to present the customer with all necessary to create the exact product they need. Even though you always have an option to choose from products created by other users, Spreadshirt always encourages you to unleash your creativity and design your custom product with the help of their simple and intuitive, yet powerful online designing tool. As an individual customer or a shop owner on Spreadshirt.com you do not have to worry about any further business processes such as printing, packaging, delivering, etc. Spreadshirt handles all “all not fun” parts and leaves the creative process for you to enjoy and experience.

Spreadshirt.com is also a great place for graphic art designers, if you are not interested in running your own shop you may upload your original graphic designs at Marketplace for public you. For every time your design is printed on a customer’s item you get a designer fee from Spreadshirt.[3]

 






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