many case studies in this book. These case studies, prima-
rily used as illustrations, represent but a small fraction of
the transformation underway.
For example, it is not just Nike and Pomarfin that al-
low consumers to design their own shoes. Add to that list
VANS, Tupli, and Stevemadden.com. Customized design
of shoes by the consumers started with high-priced athletic
footwear and moved to fashion footwear. Now shoes
priced in the range of $40 to $170 are ...