Many companies are exploring mass customization as a way to demonstrate leadership in the market and capture extra cost. Reviews the latest Adidas "mi Adidas" initiative aimed at achieving a customized sports shoes for retail customers. We discuss the practical implications of the extension of the initiative from a small pilot to work with a broader retail presence. Allows the reader to assess the many interrelated issues ranging from marketing management, retail choice, and information through the production and distribution, project management and strategic fit. Offers three alternative routes for moving forward, in October 2001, and challenged the participants to determine the future direction of "miles Adidas». «Hide
by Ralph W. Seifert Source: IMD 24 pages. Publication Date: January 1, 2002. Prod. #: IMD159-PDF-ENG
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