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Decathlon by judeu is a document available to read on EtoBox.
What is Decathlon about?
The document discusses the dual innovation management strategy of the Decathlon Group, a leading European sports retailer. It created its own brands that compete directly with major brands through innovative products at affordable prices. This allowed vertical growth through new specialized brands and a collaborative innovation process across brands. The strategy gives brands autonomy in R&D while coordinating innovation efforts, representing a unique dual management system.
- Author
- judeu
- Language
- EN