個案資料
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Nike Zoomx Vaporfly: Technology Innovation or Tech Doping?
內容大綱
Technology doping accusations were made when several athletes wearing Nike, Inc.’s (Nike’s) ZoomX Vaporfly 4% Flyknit running shoes won sporting events in 2018 and 2019. In December 2019, the International Association of Athletics Federations was investigating the issue and was considering banning Vaporfly shoes from the Olympics and other sporting competitions. Soon, Nike’s competitors, including Adidas AG, Reebok International, and Saucony, counteracted with their own versions of an innovative midsole component. With technological advancements taking place in several spheres of sports shoes, experts demanded that boundaries be drawn in terms of both innovation and the high price of athletic shoes such as the Vaporfly, whose ban could have financial implications for Nike. Could Nike leverage innovation to fight a competitive battle? How could it promote the use of the Vaporfly shoe, given the controversy surrounding the technology? What streams of innovation should Nike pursue for its growth?
學習目標
This case is intended for undergraduate- and graduate-level courses on business strategy, creativity and innovation, strategic management, or strategic marketing. The case elaborates on the challenges associated with determining the boundaries of innovation and technology doping, especially in the sports industry. The case also presents a platform for students to understand that firms innovate as part of their competitive dynamics paradigm while leveraging cross-industry innovation. After working through the case and assignment questions, students will be able to do the following:<ul><li>Critically analyze the boundaries of technology doping and innovation.</li><li>Evaluate how firms can use controversy to their product advantage.</li><li>Critically analyze how competitive battles are fought on the grounds of innovation.</li><li>Describe the role of cross-industry innovation in developing new products.</li></ul>