Geox: Breathing Innovation into Shoes Harvard Case Solution & Analysis

July 28, 2009 the Board approved Geox footwear and apparel company's half-year results that showed consolidated sales of U.S. $ 653 million. It was a remarkable achievement and recognition for a company that has only been in business since 1995. In the early 1990s, inventor, entrepreneur and former winemaker Mario Moretti Polegato suffering from hot and sweaty feet, used a pocket knife to cut the holes in the soles of their shoes, thereby creating the first pair of "shoes that breathe". Convinced that his creative solution can be transformed into a commercially successful product, Polegato spent several years developing a breathable membrane for shoes that allow the feet to breathe while remaining waterproof. When he succeeded in producing a prototype of the technology in the lab, he immediately patented and began selling it in the existing shoe manufacturers. However, none was interested in its products. So, he decided to embark on their own, and the production of "breathing" shoe brand Geox. Since then, Geox innovative products continue to carve a niche for itself in the global footwear market. By 2002, the company has expanded its "breathable" fabric technology and entered the clothing market. By 2009, after only 14 years, Geox has become world famous and ranked second in the world in a casual lifestyle footwear industry operator. The Company operates in 68 countries around the world through more than 10,000 multi-brand points of sale and 997 single-brand stores Geox. Introducing one more product with strict competition and footwear, Geox has been successfully demonstrated the power of innovation. But, like any innovative company, Geox has to worry about the sustainability of their competitive advantage. "Hide
by Ali Farhoomand, Havovi Joshi Source: University of Hong Kong, 29 pages. Publication Date: June 24, 2010. Prod. #: HKU895-PDF-ENG

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