Mass Customization at Adidas: Three Strategic Capabilities to Implement Mass Customization

22 Pages Posted: 31 Jan 2012

See all articles by Frank T. Piller

Frank T. Piller

RWTH Aachen University

Evalotte Lindgens

RWTH Aachen University

Frank Steiner

RWTH Aachen University - School of Business and Economics

Date Written: January 29, 2012

Abstract

The idea of mass customization is to turn customers’ heterogeneous needs into an opportunity to create value, challenging the “one size fits all” assumption of traditional mass production. In this paper, we explore the characteristics of successful mass customization implementation at the example of the footwear industry, using the method of a single case study of mi adidas, the mass customization initiative of one of the largest global sport brands. We will start with a brief overview of the mass customization concept and introduce a framework of three strategic capabilities that make mass customization work. We will then discuss the situation of the athletic footwear industry and different approaches to mass customization in this industry. The main part of this chapter will focus on the development of mi adidas, the central customization offering of Adidas. The paper ends with a reflection of the development of mass customization at Adidas.

Keywords: mass customization, customisation, personalization, Adidas, sports, sporting goods, case study, qualitative research

JEL Classification: L67, L83, M11, M31, O31

Suggested Citation

Piller, Frank T. and Lindgens, Evalotte and Steiner, Frank, Mass Customization at Adidas: Three Strategic Capabilities to Implement Mass Customization (January 29, 2012). Available at SSRN: https://ssrn.com/abstract=1994981 or http://dx.doi.org/10.2139/ssrn.1994981

Frank T. Piller (Contact Author)

RWTH Aachen University ( email )

TEMPLERGRABEN 64
AACHEN, D-52056
Germany

HOME PAGE: http://www.tim.rwth-aachen.de/piller/

Evalotte Lindgens

RWTH Aachen University ( email )

Templergraben 55
52056 Aachen, 52056
Germany

Frank Steiner

RWTH Aachen University - School of Business and Economics ( email )

Technology and Innovation Management Group
Templergraben 55
Aachen, 52056
Germany
+49 241 8099178 (Phone)

HOME PAGE: http://www.tim.rwth-aachen.de

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