Table of Contents

1. Product Innovation: Core to Continued Success.- 2. Stone Island: Product Innovation and Market Positioning as Drivers of Value Creation.- 3. The Geox: The Shoe that Breathes.- 4. Nike: An Innovation Journey.- 5. Repetto, A Paris-Based Craft Enterprise Growing into a Global Brand: Design-Driven Innovation and Meaning Strategy.  

About the Author

Byoungho Jin is Putman and Hayes Distinguished Professor in the Department of Consumer, Apparel, and Retail Studies at the University of North Carolina, Greensboro, USA.  Elena Cedrola is Professor at the University of Macerata, Italy and Professor at the Catholic University of Milan, Italy.