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Nike uses customer feedback in its product development process in several ways. Firstly, they engage with customers for product ideas, this could be through shoe design competitions or direct feedback through their websites. The founder, Phil Knight, has stated that they used to believe everything started in the lab, but now they realize that everything spins off the consumer. This shows that customer feedback is a crucial part of their product development process.
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Founded in 1964, Nike has maintained market leadership because of its attention to customer needs and its success in new product development. Founder Phil Knight says "Nike is a marketing-oriented company, and the product is our most important marketing tool." Nike uses a version of the stage-gate process as part of its product development process. The company's first stage is idea generation. At this stage, companies have a choice to source ideas internally or externally. Knight says "We used to think that everything started in the lab. Now we realize that everything spins off the consumer." Nike engages with customers for product ideas, whether it's through shoe design competitions or direct feedback through its websites.
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How do you stay innovative and provide the right values for customers? Effective product development allows companies to sustain, grow, and thrive in ...
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