Up and running: Nike customers are the secret behind increasing value

Abstract

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.

Citation

(2009), "Up and running: Nike customers are the secret behind increasing value", Strategic Direction, Vol. 25 No. 6, pp. 29-31. https://doi.org/10.1108/02580540910952208