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Essay text:
We use this theoretical framework to analyze Geox, an Italian footwear manufacturer
that, in less than a decade, has grown to be one of the world largest brown shoe manufacturers, outperforming
the industry in terms of market and financial results. We describe Geox’s choices within four stages along its
value chain: product design, marketing and communication, production and supply chain, distribution and retail.
We show that, though grounded on product innovation (the Geox breathes® patented system which allows
ventilation in waterproof rubber sole shoes), Geox’s competitive advantage has not grown out of operational
excellence in single activities in the business, but, rather, derives from a unique and consistent configuration of
complementary activities...
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