Question

1.Identify a recent innovation by Adidas. What is your adida’s strategy to cross the chasm(s) to achieve mass market adoption of its innovation?

2.What attributes describe the current major customer segment for Adidas? Are these changing? If so, is Adidas prepared to meet these new customer demands?

3.How does Adidas organize for innovation? Does it use a closed or an open innovation approach? Is its current approach working, or does it need changing? If it does need changing, in what way?

Answer 1

1)It has only 12 pieces in its running shoes as compared to an average of 30 in other shoes that makes it stand out with less amount of wastage and more cost efficiency.

2)The major customer segment until a couple of years ago included people who went to showrooms and bougth stuff. with majority of them being for sports and recreational use.

but times are changing, nowadays around 60% of adidas' sales are conducted online. Its digital plans are highly ambitious, with an aim of making the end-to-end process from product creation to point of sale entirely digital – something it is already well on the way to achieving with the implementation of Salesforce Marketing, Commerce and Service Cloud technologies.

3) It uses service Cloud Technology. The change in its working from a Top Down strategy is already showing results, as it has become incllusive of all its workers and is already broadenning its horrizons.