This Positive Feedback Loop Explains Ghd Straightener Outstanding Performance

Indeed, in choosing to focus product innovation (and investment) on shoe-sole related technology

, Geox has addressed a real problem; it has capitalized on the common need of those who wear rubber sole shoes -to feel better and be healthier-, and has offered a unique benefit to these customers. (http://www.cheap-ghd-hairs.com/ghd-mk4-pink-p-1.html).

However, it is only when this choice (product innovation and investment concentrated into shoe- sole related technology) is combined with the choice of offering a full range of product lines and styles (targeting a larger customer base) that this strategy begins to produce particularly positive effects. During our fieldwork, we took a closer look at how Geoxs activities reinforce each other (why they are complementary).

We discovered that Geoxs patented shoe-sole technology (the shoe that breathes) is partly independent on the design characteristics of the upper. Therefore, it can be applied to different products and functional uses, to the satisfaction of a wide (theoretically unlimited) customer base, no matter what sex, age, and lifestyle9. Surely, even soles are diverse and change over time as the result of fashion.

However, these changes are comparatively less relevant than those affecting the upper and can be more easily and readily managed, both in terms of design and manufacturing, through technology. For this reason, and because of the competitive shield represented by patents Geox is less affected by obsolescence (which is instead rapid when innovation is concentrated on uppers, for which fashion changes at least every season and imitation is almost instantaneous).

Geox managers conceive the breathing shoe-sole as a type of technological platform upon which the design and manufacture of footwear that meets the needs of children, men, women, sportsmen or businessmen in different seasons and for different functional uses can be built. Conversely, the application of the patented technology to a wide variety of styles increases the return of the investment in the patented product technology, lowers the unit R&D cost, and creates economies of scale in manufacturing and marketing. Thus, large investment in manufacturing (such as the Timisoara plant) or in advertising and communication (10% of net sales) become more attractive because of the interaction between product innovation and market positioning choices. www.fad77.com.

We believe that this strategy of selling unique products that satisfy an increasing number of diverse customers represents a new strategic position in the industry that allows Geox to generate significant and increasing cash flows (the higher performance peak in Figure 4). Geox has chosen to reinvest systematically these cash flows in further product innovation, in manufacturing equipment and facilities, in marketing and in advertising. This choice has contributed to the nurturing of complementarities among Geoxs activities, and has led to further growth and cash flows. This positive feedback loop explains Geoxs sustained outstanding performance in terms of growth and profitability and is consistent with the recent acquisitions of the complementarity based theory of the firm10.

Milgrom, Qian and Roberts (1991, p.87) formulate the Momentum Theorem which argues that complementarities among a group of activities and processes can account for the emergence of a persistent pattern of growth even without any of the usual assumptions in the growth literature.

about economies of scale. Later, Milgrom and Roberts (1995, p. 187) assert that many of the popular growth models based on returns to scale can be fit into the [complementarity] framework, because returns to scale in those models is equivalent to complementarity of choices at different points in time. Similarly, Carlaw (2004) maintains that increasing returns to scale are not caused by.

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