Nike
...h-tech products. These shoes were different from ordinary shoes in the market, they had innovative features, they were succesful in their primary purpose: they were shoes for athletes. After the foundation of the company, building a cult and becoming the number one was a rapid success. This success was not only because of the loyalty and interest of the “serious athletes” but also other customers. These “other customers” helped the company become number one, because innovative and high tech products were some kind of fashion these times. There were’nt any shoes like Nike products. While Phil Knight was focusing on serious athletes, other customers helped Nike become number one. Phil Knight’s formula about strong customer focus, expanding connection to new categories and new customers is not enough. As seen on the example above customer focus is not the only method that leads Nike to success. At the beginnig, the athletic shoe ...