Product digitalization at Nike : the future is now / Willem Standaert.

Format:

Book

Author/Creator:

Standaert, Willem, author.

Series:

SAGE Business Cases.

SAGE business cases

Language:

English

Subjects (All):

Nike (Firm)--Case studies.

Nike (Firm).

Electronic commerce--Case studies.

Electronic commerce.

Direct marketing--Case studies.

Direct marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Journal of Information Technology Teaching Cases, 2021.

Summary:

Nike is well known for the digitalization of its commerce processes, including direct-to-consumer mobile and social commerce, as well as for pushing the envelope in terms of using advanced materials in innovative sportswear. However, leveraging digital technologies to augment products had not taken off yet. Since the turn of the millennium, Nike had launched several product digitalization initiatives, such as product customization, activity tracking and using products as a gateway to exclusive content, yet none of these had seen major success. Against this background, this case focuses on the launch of Nike Adapt, a new product line featuring a self-lacing system, a concept that was 30 years in the making. For Nike, this was the beginning of the era of true personalization based on smart products, so the pressure was high to make the right strategic decisions.

Notes:

Description based on XML content.

ISBN:

1-0719-2628-4

9781071926284

OCLC:

1389577203