Der Einsatz von Mass Customization im Sportschuhmarkt : ein Vergleich zwischen Nike und Adidas

The use of Mass Customization in the sport shoe market : a comparison between Nike and Adidas

  • In recent days the individualization of lifestyle has led to an increasing demand for products that can satisfy the individual needs of customers. While mass production often can not deal with this new forms of demand, recent research has highlighted the capability of mass customization to deal with this problem. The production of individualized goods on a mass production scale has already spread across many markets. Especially the clothes and shoe market has implemented the concept of mass customization. This leads to the question how companies set up this new form of production. Hence the aim of this thesis is to analyze how Nike and Adidas implement mass customization. Therefore the modular systems NIKEiD and adidasmi will be analyzed extensively. After that the advantages and disadvantages for both companies and customers will be examined.

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Author:Christina Siemes
Document Type:Bachelor Thesis
Year of Completion:2016
Granting Institution:Hochschule Mittweida
Release Date:2017/06/21
GND Keyword:Sportschuh , Mass Customization
Institutes:06 Medien
Access Rights:Frei zugänglich
Licence (German):License LogoEs gilt das UrhG