how to find a successful cultural password?

Nike does to the athletic shoes design contributed important technological innovations, but this occurs only in the primary stage of the company. In twentieth Century 60, the ability of some company first attempt to new materials and medical science is used to design the production of sports shoes, this is the kind of product "better mousetrap" stage -- these products are mainly aimed at the occupation athlete and serious amateur athletes.

   Nike shoes developed innovative new fiber and the sole, and spared no expense ask Japan Inc manufacturing. Those addicted to advanced technology, a lot of, in fact, only to pay close attention to the new design is the athletes, even a tiny enhancement for they are important -- these people into the Nike and several other shoe company's fans. For ordinary consumers, these subtle differences there be of no great importance. Come ten years, the company boasts of product performance by the star athletes, only to ordinary consumers increase the tired.

   Nike this situation, be "cultural strategy" a book called the cultural gap (Cultural chasm). Through the design of high performance to meet the specific needs of athletes shoes, Nike established an influential position in the runner Asian culture. But this strategy is not the core of the athletes for those consumers does not work, and these are the vast majority of consumer market.How to Nike across this gap? This needs a cultural innovation, not product innovation, the Nike performance for athletes consumer groups have significance.

   Nike cultural innovation marketing strategy based on, or of cultural strategy to develop a product, dreaming for consumers, need to understand the historical background at that time -- 70 years of the twentieth Century, USA economy entered a period of stagflation -- the gold in 25 years, creating a social contract America dream began to collapse. Originally, most Americans like basketball, football, this kind of group motion. In twentieth Century 70 time later period, most has the individualism of the sport -- running suddenly popular.