会呼吸的鞋：一个成熟公司的战略创新【外文翻译】.doc

1、1本科毕业论文外文翻译外文文献译文标题会呼吸的鞋一个成熟公司的战略创新资料来源INTERNATIONALJOURNALOFINNOVATIONMANAGEMENT作者CAMUFFO,ARNALDO,FURLAN,ANDREA,ROMANO,PIETRO,VINELLI本文主要讲述GEOX这个意大利的鞋类制造商，它在不到十年的时间里就成为了世界上最大是皮鞋企业。通过互补性和性能景观等相关概念在鞋业战略定位的研究，我们得出，虽然GEOX的发展建立在产品创新上，但它的发展离不开在单一活动上的卓越经营，更源于一个独特而一致的互补性配置。这样的配置是一种创新的战略地位并对应了一个鞋业产业绩效的高峰。这个

2、案例很好地验证了基于经济理论的互补性。它证实了，在互补性条件下，竞争对手难以进行战略模仿是因为其与互补变量有着独特的关系。一、GEOX的配置活动使用术语框架，我们认为，GEOX多亏选择了这样一个独特的结构（互补性），定义了新的战略地位，因此，使其目前位于一个鞋业产业绩效高峰。GEOX的配置活动建立在专利产品的创新上，这使得大部分的互补性依托于与销售和沟通，生产与供应链管理，以及分布与零售。（1）研究和发展GEOX已经因为“会呼吸的鞋”在世界上闻名。GEOX最早的专利呼吸系统是穿孔橡胶鞋底与新型膜的组合。它将汗水从鞋子中挥发出来，从而保持鞋子的透气性、干燥性和保暖性。GEOX一直致力于研发，它的

3、第一项专利可以追溯到1990年之前。GEOX的研发室拥有最先进的实验和测试设备，在化学物理学科、骨科、脚部工程学方面研究新材料、新工艺、新产品。并且与意大利和欧洲的大学以及国际研究中心合作进行了多项研究活动。在过去的十年里，GEOX一直在投资RANUNUSUALPROPORTIONFORASHOEMANUFACTURERTHERBITMAKESITPOSSIBLETOUSETHESAMEMESSAGEANDIMAGETOPUBLICIZETHEPRODUCTALLOVERTHEWORLDANDINALLMARKETSEGMENTSMEN,WOMEN,KIDS,DRESSIERSHOES,LEI

4、SURESHOES,INCREASINGTHEEASEOFIDENTIFYINGTHEBRANDANDTHEREFOREALSOITSVALUEALTHOUGHGEOXSCURRENTTARGETMARKETISPRIMARILYMIDTOHIGHINCOMECONSUMERSWHOLOOKFORCOMFORTANDSTYLEINTHEIRFOOTWEAR,THEPOTENTIALCUSTOMERBASEINCLUDESALLAGESANDLIFESTYLESSINCE,ASTHECOMPANYNOTES,NOONELIKESTOHAVEHISFEETWETANDSMELLYINTERESTI

5、NGLYENOUGH,PRICINGISCONSISTENTWITHTHEIDEAOFANEWLYDEFINED,EXTENDEDCUSTOMERBASEMOSTFOOTWEARPRODUCERSEITHERTRYTOELUDELOWCOSTCOMPETITIONBYTARGETINGMOREAFFLUENTCUSTOMERSANDBYDIFFERENTIATINGTHEIRPRODUCTSINTERMSOFSTYLEANDQUALITYSHOESSOTHATTHEYCANCHARGEAPREMIUMPRICEORTHEYSTRUGGLETODRIVEDOWNCOSTSANDPRICESKEE

6、PINGCONTROLDOWNSTREAMOFTHESUPPLYCHAINUPTODIRECTCONTROLOFRETAILANDSOURCEAGGRESSIVELYINLOWCOSTCOUNTRIESINTHEFIRSTCASETHEYSACRIFICEVOLUMES,INTHESECONDCASEMARGINCURIOUSLY,GEOXHASGROWNANDREMAINEDPROFITABLESELLINGSHOESINTHEAFFORDABLE70180PRICERANGEPRODUCTDESIGN,MANUFACTURING,ANDSUPPLYCHAINMANAGEMENTGEOXSS

7、HOESSELLNOTONLYBECAUSETHEYBREATHE,BUTALSOBECAUSETHEYARESTYLISHANDREASONABLYPRICEDTHISISPOSSIBLE,THANKSTOGEOXSPRODUCTDESIGNSTRATEGYANDPRODUCTIONSYSTEMGEOXDOESITSBESTTODESIGNFASHIONABLESHOES,GETTINGDIRECTINSIGHTSFROMTHEMARKETEG,THROUGHITSOWNRETAILNETWORK,RAPIDLYIMITATINGINDUSTRYTRENDSETTERS,ANDQUICKLY

8、GETTINGTHENEWMODELSTOTHEMARKETASREGARDSTHEDESIGNOFTHEUPPER,GEOXHASCHOSENTOBEAFASTFOLLOWERITDESIGNSMOSTOFTHENEWPRODUCTSSEASONANDFLASHCOLLECTIONSINITALY,TAKINGADVANTAGEOFTHEEXTERNALITIESDERIVINGFROMTHELOCATIONWITHINFASHIONTRENDSETTINGINDUSTRIALDISTRICTSINVENETOANDMARCHEFROMTHERE,ITRUNSSMALLBATCHPRODUC

9、TIONS,USEDTOPILOTTESTTHEMARKETTHESEPILOTRUNSARERAPIDLYDISTRIBUTEDINKEYRETAILLOCATIONSTOTESTCUSTOMERSPREFERENCES,4PROVIDINGFEEDBACKONSTYLES,COLORS,ANDPRICESDEPENDINGONTHESUCCESSOFTHEPILOTTEST,COLLECTIONSAREADAPTEDTHEN,LARGESCALEPRODUCTIONANDDISTRIBUTIONRAPIDLYFOLLOWGEOXSPRODUCTIONCANBECONCEIVEDASANIN

10、TEGRATEDMANUFACTURINGSYSTEMMADEUPOFANINTERNATIONALCONSTELLATIONOFSMALLER,SELFCONTAINED,ANDSEMIAUTONOMOUSPRODUCTIONSUBSYSTEMSOWNEDPLANTSORSUPPLIERS,EACHRESPONSIBLEFORTHEMANUFACTURINGANDDELIVERYOFONEORMORESTYLESOFTHECOLLECTIONTHISPRODUCTIONSYSTEMREFLECTSANARTICULATEDSUPPLYCHAINSTRATEGY,WITHSOURCINGAND

11、PRODUCTIONDECISIONSCONTINGENTONMARKETSEGMENT,PRODUCTTYPE,ANDCOSTORTIMECONSTRAINTSTHUS,PRODUCTIONISNOTSIMPLYMOVEDAROUNDTHEWORLDACCORDINGTOLABOURCOSTDYNAMICSRATHER,FLEXIBILITY,SPEED,ANDQUALITYRELATEDCONSIDERATIONSDRIVETHESUPPLYCHAINCONFIGURATIONANDTHESOURCINGDECISIONSDISTRIBUTIONANDRETAILGEOXDISTRIBUT

12、ESITSPRODUCTSWORLDWIDETHROUGHTWODIFFERENTCHANNELSAWIDEINTERNATIONALCIRCUITOFABOUT9,000INDEPENDENTMULTIBRANDSHOPSANDANETWORKOFSINGLEBRANDGEOXSTORESTHISSECONDTYPEOFDISTRIBUTIONALLOWSGEOXTOLEVERAGEITSBRANDANDTOKEEPAMOREDIRECTRELATIONSHIPWITHCUSTOMERS,SYSTEMATICALLYMONITORINGTHEIRTASTESANDPREFERENCESGEO

13、XSCOMMERCIALSTRATEGYHASBEENINCREMENTALANDSOMEWHATPRUDENTFIRST,ITPENETRATEDANDSATURATEDTHEDOMESTICMARKETTHEN,ITATTACKEDTHEADJACENTEUROPEANMARKETS,CONSOLIDATINGSIGNIFICANTSHARESINGERMANY,SPAIN,FRANCEAND,LATELY,THEUKANDPOLANDINEACHCOUNTRY,ITHASFIRSTGAINEDASIGNIFICANTMARKETSHARETHROUGHTHIRDPARTYDISTRIBU

14、TIONANDTHENBUILTITSOWNRETAILNETWORKONLYWHENITSMARKETSHAREWASLARGEENOUGH,DIDGEOXDARETOATTACKTHERELEVANTMARKETLEADEREG,MEPHISTOINFRANCEAFTERCONSOLIDATINGITSPRESENCEINEUROPE,GEOXHASRECENTLYTURNEDITSATTENTIONTOUSANDCHINAASREGARDSTHEUSMARKET,GEOXHASSIGNEDAMAJORDISTRIBUTIONAGREEMENTWITHNORDSTRMAND,ATTHESA

15、METIME,OPENEDFLAGSHIPSTORESINKEYLOCATIONS,STARTINGWITHMADISONAVENUEINNEWYORKINCHINA,GEOXHASTENSTORESINTHESHANGHAIAREA,BUTALSOSELLSITSSHOESTHROUGHITSPARTNERSRETAILNETWORK,WHICHCONSISTSOFTHOUSANDOFOUTLETSCOMPLEMENTARITIESANDSTRATEGICFITTOKEEPTHEAPPLICATIONOFTHETHEORETICALFRAMEWORKSIMPLE,WESTARTBYCONTR

16、ASTINGGEOXSSTRATEGICPOSITIONWITHTHOSEOFITSCOMPETITORSINTHEFOOTWEARINDUSTRYFIG1INITIALLY,WELIMITTHEANALYSISOFTHECOMPLEMENTARITIESAMONGTHE5DIFFERENTSETSOFACTIVITIESTOTWOOFTHEMTHEFOCUSOFPRODUCTINNOVATIONEFFORTSANDRBTHEYINNOVATETHEPRODUCTINTERMSOFDESIGN,STYLEFASHIONANDMATERIALS,MAINLYFOCUSINGONTHEUPPERO

17、FTHESHOETHE“BLUE”STRATEGICPOSITIONWHEREGEOXFLIESGEOXSSTRATEGYISDIVERSE,ANDITSCONFIGURATIONOFACTIVITIESISUNIQUETHEACTIVITIES/CHOICESARENOTONLYDIFFERENTFROMTHOSEOFCOMPETITORS,BUTALSOTHEWAY6INWHICHTHESEACTIVITIESANDCHOICESINTERACTISDISTINCTIVECONCLUSIONSFROMARESEARCHPERSPECTIVE,THEFUTUREDEVELOPMENTSOFT

18、HEGEOXCASEREPRESENTANIDEALTERRAINFORTHEFURTHERTESTINGOFTHEORIESOFORGANISATIONALFITINTHEFACEOFENVIRONMENTALCHANGESIGGELKOW,2001,2002AONTHEONEHAND,THEEXISTENCEOFACONFIGURATIONOFCOMPLEMENTARYACTIVITIESSHOULDALLOWGEOXMANAGERSTOOPTIMALLYADJUSTALLTHECHOICESBECAUSEOFCOMPLEMENTARITIES,THEMARGINALBENEFITOFAD

19、JUSTINGEACHCHOICEINRESPONSETOENVIRONMENTALCHANGEISINCREASED,ANDSHOULDMAKETHEFIRMMORESENSITIVETOEXTERNALCHANGESTHEDETECTIONOFWHICHISMOREIMMEDIATE,SINCE,BECAUSEOFCOMPLEMENTARITIES,THEYIMPACTONMULTIPLEACTIVITIESONTHEOTHERHAND,CODEPENDENTORGANISATIONSLIKEGEOXAREDIFFICULTTOTRANSFORMNOTONLYBECAUSEENVIRONMENTALCHANGEQUESTIONSTHEVALUEOFTHEORGANISATIONSASSETS,BUTALSOBECAUSETHETASKOFCHANGINGSIMULTANEOUSLYALARGENUMBEROFCHOICES/ACTIVITIESCANBETOOCOMPLEX