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Topic: Technology
Number of pages / Number of words: 9 / 2489
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The company encountered several challenges in Phase II when management decided to increase the scale of “mi adidas” by offering mass customization via retail challenges, such as:

  • A new, smaller retail unit had to be created to make it easier to transport, be more durable, and make it user-friendly...

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Additionally, it was controversial on which countries to use for the program. These processes created extremely enthusiastic retailers (the ones chosen), or ones with vast disappointment (the ones that did not participate).

  • Consumer turnout varied according to retail store commitment.
  • Individual preferences varied across different European countries creating the need of further research...

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General points of the essay

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