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innovation

It seems that every day we get told that there is a digital revolution afoot, and in the advertising industry, the nature of this revolution certainly changes depending on who is trying to sell what to you.

The advertising-hive-mind is now making noise around the idea of bring back one:one value, through fancy digital tools.  So I thought it was time to wriggle free from the shackles of cynicism and take a big-picture look into what ‘value’ revolution might actually be going on in the consumer landscape and the product shifts that may need to accompany it.

Basing this exploration on leading business thinkers, seemed to be a good idea for getting broader perspectives; so I’ve explored a key concept from the erudite Shoshanna Zuboff around how we can create value for consumers in our contemporary space.

The thoughts in the below presentation are based on applying her notes on a broader economic topic to our digital consumer context.

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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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