Business Today

Best of the lot

BT receives many responses to its case studies. Below is the best one on Nike (July 6, 2014).
Print Edition: Sept 28, 2014

BT receives many responses to its case studies. Below is the  best one on Nike (July 6, 2014).

The perspective that Nike moved to pushing the technological boundaries of innovation and then onwards to social media is correct but misses the big picture. As do most analysts by continuing to look at the company as evolving from one category to another. If that were the case, the recent development of Nike pulling out of wearables would seem to suggest that the company's strategy is floundering.

Instead, Nike has positioned itself at the centre of a mass movement towards health and general wellness. Nike today owns this space as well as a multimillion community of active runners and thought leaders. This opens up a plethora of possibilities for the company and also makes it a critical partner for all businesses wanting to reach out to this audience.

There are rumours already of a potential engagement with the impending Apple iWatch! In today's age, it is no longer the specific product that a company brings to market at a given time that is the defining moment. Nike has created and attained an unassailable leadership position, and will be a force to reckon with as the market evolves.

Prakash Bagri wins a copy of Harvard Business School pocket mentor.

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