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Purpose – The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – This article looks at Nike's examples of “value co‐creation”; how they were able to bring customers on board and develop real innovations through global networks. In a lot of cases they enabled the public to share their various experiences online and voice their opinions, as well as using their collective creativity. Through these initiatives not only do they prolong the customer experience and increase affinity for the brand, but they also get in front of potential customers without going down the sales route, and reduce costs. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Year of publication: |
2009
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Published in: |
Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 25.2009, 6, p. 29-31
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Publisher: |
Emerald Group Publishing Limited |
Subject: | Value added | Sports | Customers | Innovation |
Saved in:
Online Resource
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