Breathing Shoes And Complementarities
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Title: Breathing Shoes And Complementarities

Essay Details:

Subject: Business
Author: Shirley P
Date: April 13, 2015
Level: University
Grade:
Length: 33 / 9722

Essay text:

We use this theoretical framework to analyze Geox, an Italian footwear manufacturer that, in less than a decade, has grown to be one of the world largest brown shoe manufacturers, outperforming the industry in terms of market and financial results. We describe Geox’s choices within four stages along its value chain: product design, marketing and communication, production and supply chain, distribution and retail. We show that, though grounded on product innovation (the Geox breathes® patented system which allows ventilation in waterproof rubber sole shoes), Geox’s competitive advantage has not grown out of operational excellence in single activities in the business, but, rather, derives from a unique and consistent configuration of complementary activities...

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