Discussion 3

Generation Growth-Nike Student’s Name Institution of Affiliation Course Date Generation Growth-Nike Nike, Inc. deepens and broadens its Direct-to-Consumer (DTC) ecosystem, especially via its Nike App, SNKRS platform, and experience store with Nike Live and House of Innovation stores. This step would help in the strategy of Reconfiguring the Value Chain, as Sherman (2019) shows. The author achieves this by emphasizing the shift of focus among the wholesale partners to owned digital and physical channels. The step also builds on the Creating New Value to Customers by using personalized experiences and exclusivity. Short-term vs. Long-term Growth This program resulted in an instant revenue boost by capturing a better portion of the transaction, since it removed the wholesale markups, and prompted the habitual, low-friction buying via the app ecosystem. SNKRS platform product launches in limited edition were buzz, urgency, and spike-based direct sales. The long-term approach of the strategy is to establish a more intelligent and data-based relationship with the consumer. Nike captures first-party data on tastes and behaviors by managing the experience end-to-end, which can be used to do bet...