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Creating a platform for costless personalization in clothing.

Shane Greenstein1

  • 1Harvard Business School, Boston, MA, United States.

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Summary

Co-invention, the process of creating new business methods for technology, was key to developing print-on-demand-clothing (PODC) platforms. This study shows how PODC platforms use co-invention to overcome challenges and offer personalized products.

Keywords:
chicken-egg problemsco-inventioncommercializationdigital printinginnovationplatformsprint on demand clothingtechnology

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Area of Science:

  • Business and Management
  • Innovation Studies
  • E-commerce Technology

Background:

  • Print-on-demand-clothing (PODC) offers personalized apparel by printing custom designs onto various items.
  • The PODC model relies on digital printing technology and e-commerce platforms for its operations.
  • Co-invention, defined as creating complementary business processes for new technologies, is crucial for commercializing innovations.

Purpose of the Study:

  • To analyze the role of co-invention in the development of print-on-demand-clothing (PODC) platforms.
  • To examine how co-invention facilitates the transformation of technology into valuable commercial services.
  • To understand the sequence of co-inventions that led to the emergence of pioneering PODC platforms.

Main Methods:

  • Case study analysis of a pioneering PODC platform (Threadless).
  • Examination of the interplay between technical inventions in digital printing and business process co-inventions in e-commerce.
  • Analysis of how co-invention addressed coordination issues in a multi-sided platform.

Main Results:

  • The study identified a sequence of co-inventions essential for establishing the Threadless PODC platform.
  • Graphic artist discretion was highlighted as a key factor in building platform trust.
  • A hierarchy of business process co-inventions was instrumental in managing a large-scale, multi-sided platform.

Conclusions:

  • Co-invention is a critical driver for the success of platform-based businesses like PODC.
  • Effective co-invention strategies, including fostering trust and managing coordination, are vital for scaling new business models.
  • The PODC model exemplifies how business process innovation can unlock the commercial value of new technologies.