Fredberg, Tobias; Piller, Frank T. - 2011
and loyalty. Strong ties, however, have also been shown to prevent innovation, suggesting that firms should also develop …, innovation. It is based in a seven-year longitudinal research project with Adidas, a global sporting goods company. From the case …-customer relationships. Contrary to the established literature, we find that strong ties in the Adidas case supported significant innovation …