| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 104 === The case describes a graphic designer, Mr. Chen, accept his friend’s invitation to set up Chenjingkai Office to produce leather shoes product on 2012. While at the beginning of his business, his customer questioned about the source of leather shoes product. In the designing process, he also found that the fallen of Taiwan shoe industry and the lack of young talented person to join into this industry. Although our shoe workers are highly skilled craftsmen, due to the pursue of mass production and the strategy of lowest production cost, they still can’t get a good working environment, reward and social status. Mr. Chen want to let customer feel the value of hand made and Taiwan made in a very short time through design thinking, and seeking of an opportunity to change the environment of traditional industry in Taiwan.
Mr. Chen opened a showroom and starts his “personalized leather shoes order service” in a small alley on 2014. He displayed all of the material of leather shoes making process, and serve only 4 hours a day to let customer designed their own personalized leather shoes in six steps; while in the manufacturing side, he maintained the productivity through modular production processes, and give a good reward to them because of the adding value of leather shoes product, trying to create a virtuous cycle on industry.
The case is adapted Harvard Case Study research method to discuss the following issues: service innovation, business model, service dominant logic, symbolic consumption, social impacts, and so on. The case will be also explored on the viewpoints of: how to change the traditional selling model through service innovation, base the core of the business model on customer requirements, combine service experience to achieve co-creation with customers and discuss how to create the additional value for products to satisfy customer’s sense of security and recognition. Finally, provide feedback for the manufacture side from the values produced during the process to achieve social influence of the graphic designers.
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