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So a few weeks later I’ve managed to change jobs, book a wedding venue and reopen the Nike Case study series. With exams starting next week, I’m hoping for a prolific next 5 days with lots of writing and thinking and not much TV, couch or Fiancé (or as I like to call it, the Devil’s trinity of procrastination) I’ve managed to wrangle a week of study time between jobs and have dutifully set myself up in a suburban library, as far away from the Devil’s trinity as possible. So without further ado…

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When we’re looking at Nike’s developments over the past decade, innovation and consumer influence over the marketing mix and key product developments have changed dramatically. As Yoo et.al. (2009) point out, digital technology has radically reduced the communication cost for remote collaboration and coordination. While this has implications for all global companies, and how their international supply chains operate, it also changes the ball game for how consumers can interact with the company and what innovations are possible.

Stefan Olander, the company’s director of digital content notes, ‘‘In the past, the product was the end point of the consumer experience. Now it is the starting point.’’ The digital space has opened up infinite avenues for both continuous and dynamically continuous innovation, propelled by both consumer and the brand. A great example of Nike engaging in this space is the Nike + innovation.

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