Case study 2 decathlon designing value into the

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Case Study 2. Decathlon: Designing value into the process Value for the client Surfing is a question of balance. A rigid structure reduces unwanted movements that spoil the balance. The Tribord design actually reduces elasticity in certain directions, making balance much easier. The chest area of the Tribord is designed to support each breast independently. This area is similar to a bra, but the two cups are visually integrated in the wetsuit pattern. Measure Value of Tribord brand Value for the process Staying true to a user-oriented innovation process, Tribord as a Decathlon brand has moved its research location close to user practice areas on the French C te Basque, in Hendaye, where nautical sports are practiced. Technology value: Use of silicone on neoprene to control movement; matte areas and shiny areas visually differentiate the functional areas. Measure Number of new products launched Value for the employee and knowledge management Empowering female employees and improving knowledge management in
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understanding women s needs and desires. Well appreciated by Emmanuel Joly, five-time Olympic gold medal winner and technical partner for Tribord, as well as by female design team members. Measure Employee satisfaction, especially among female employees New market positioning for all Decathlon brands Value for the shareholders and society Design as a resource for shareholder value through the democratization of sports Innovation provides exclusivity Measure International Forum design awards improve the company s intangible value. The Tribord Inergy Woman s Wetsuit for Surfing: Four Perspectives of the BSC Method Case Study 2: continued on next page Decathlon s Tribord Inergy surfing wetsuit for women. nother award-winning Decathlon product was the Quechua Two-Seconds tent, which radically reduces the time needed to erect a tent. This tent can literally be thrown into the air and will open on its own before it reaches the ground. The idea was to pre-assemble the tent s various elements (room, double roof, hoops) to simplify the camper s life as much as possible. Once the tent is up, the camper has only to put six tent pegs in the ground to secure it. Roomy enough for two, the Two-Seconds Tent is reasonably priced at 49 euros, offering everyone the chance to go off and camp, even if he/she has never put up a tent. At the same time, it is a real tent, with all the technical features of, for instance, a coated double roof with waterproof seams and anti-condensation, or breathable, fabric.# Case Study 2: continued Value for the client Spring hoops allow this tent to be thrown into the air and to open up on its own before it reaches the ground Measure Customer satisfaction in Quechua brand; product used in television campaign Value for the process Better integration of marketing and design upstream in focus groups Process innovation: the (patented) process that allows the automatic opening
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