Enter your email address to download and customize presentations for free
Customer engagement plays a crucial role in Nike's product development process. Nike values customer feedback and uses it as a source of ideas for new products. This can be through shoe design competitions or direct feedback through its websites. The company believes that everything spins off the consumer, indicating the importance of customer engagement in their product development process.
Question was asked on:
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.
Asked on the following presentation:
How do you stay innovative and provide the right values for customers? Effective product development allows companies to sustain, grow, and thrive in ...
Download free weekly presentations
Enter your email address to download and customize presentations for free
Not for commercial use
Download 'Product Development' presentation — 27 slides
+39 more presentations per quarter
that's $3 per presentation
/ Quarterly
Commercial use allowed. View other plans
