Innovation Strategy and Practices of JD Sports

The assignment provides an in-depth analysis of JD Sports' innovation strategy and practices. It examines the company's approach to innovation, including its use of market research, product development, and technological advancements. The document also discusses the limitations of JD Sports' innovation and provides recommendations for improvement.

Innovation strategy and practices
JD sports

Sources of innovation

Watching others

Users as innovators
• JD is the market leader in the United
Kingdom.
• Having huge market share.
• Innovation is important to maintain
market leadership.
• Will help in gaining competitiveness.

Advertising
• JD sports maintain innovative approach
in their advertising strategies also.
• Innovative advertising helps to
generate needs of the customers.
• Innovation in advertisement is being
initiated according to the taste and
preference pattern of the customers.

Celebrity endorsements

Accidents
• Emergence of the social media.
• Social media marketing constitute a
major chunk of current business scenario.
• It forced JD sports to change their
existing market mediums.

A map of innovation search space

Zone 1
• Zone 1 comprises of the Exploit stage
• JD Sport uses the exploit stage to build
upon what they already know.
• This may refer to as the fitting of the
new products like sport wear, footwear
and other accessories.

Zone 2
• The Zone 2 is a
stage of Explore. In
the given stage, the
companies look
forward to exploring
new opportunities by
indulging in R & D
JD Sports has
applied this in two
ways :
Bought about
fashion to
sportswear
Applied market
research to support
decision making

Zone 3
The zone 3 comprises of Reframe.
• In the given stage, companies generally bring
about radical changes in their own company.
• This may be bought by a product development
process.
• The management becomes intra-prenuers and
mobilize the organizational resources.
• JD sports does this by encouraging innovative
ideas from the members.
• Ideas may be about a new product line or a
new style of storekeeping and others.

Zone 4
In the Zone 4 the company Co-evolves
• The company comes out with out of the box
ideas and discover new products.
• However, JD Sports does not make use of this
Zone. It just uses member contribution to
develop the existing products (Jdsports.co.uk
2018).

JD Sports has bought about a revolution in
sports wear and casual wear.
They have changed the ambience of their store
and have out up different lighting systems
The company has positioned itself as a
leading sports wear store.
Earlier JD Sports followed a simple store channel concept.
However, now it offers its services online as well.
4Ps of Marketing for JD Sports

The RACES criteria for evaluating strategic options to JD Sports
 The firm has access to a wide number of
resources because of its operations
since the past 40 years
 The stakeholders of the company are
quite supportive and will agree with any
strategic plans
 The marketing and expansion strategy is
consistent for innovation
 The innovation program if conducted well
will be quite effective
 The innovative proposal has the
capability of a competitive advantage.
RESOURCES
ACCEPTABLE
CONSISTENT
EFFECTIVE
SUSTAINABLE

Innovative Multichannel Investment

LED wow factor added
Marketing tactic
• JD Sports believes that
adding LED tape
helps to deliver eye
catching effect and
helps in enhancing
product display and
innovate store accent.

Identification of the issues
• Innovation of JD sports are mainly
marketing centric.
• They do not have the advantage of
producers.
• Technology is rapidly changing.

Recommendations
• Offering sportswear in more categories.
• Should enter in foreign market in order
to increase the life cycle of the existing
innovation.
• Innovation can be initiated in
introducing private level brands.

Conclusion
• It can be concluded that JD sports are
having stable organizational capabilities
to enhance their innovative strategies.
• They are also having positive brand value
and huge access to capital.
• However, they should implement the
recommended steps in order to
overcome the limitations.

Reference
• Businesswire.com. (2018). Businesswire.com. [online] Available
at:
https://www.businesswire.com/news/home/20170703005593/en
/Global-Social-Media-Analytics-Market-Grow-CAGR [Accessed 20
Mar. 2018].
• Statista. (2018). Statista. [online] Available at:
https://www.statista.com/statistics/438863/jd-sports-fashion-
stores-by-brand/ [Accessed 20 Mar. 2018].
• Volberda, H.W., Van Den Bosch, F.A. and Heij, C.V., 2013.
Management innovation: Management as fertile ground for
innovation. European Management Review, 10(1), pp.1-15.

References
• Jdsports.co.uk ,2018. [online] Available at:
https://www.jdsports.co.uk/ [Accessed 20 Mar. 2018].
• Textilevaluechain.com. ,2018. Innovation in sportswear.
[online] Available at:
• Tidd, J. and Bessant, J., 2014. Strategic innovation
management. John Wiley & Sons.
• http://www.textilevaluechain.com/index.php/article/
industry-general/item/1261-innovation-in-sportswear
[Accessed 20 Mar. 2018].
• Retailtechnology.co.uk. ,2018. JD Sports adds accent
lighting wow factor | News | Retail Technology. [online]
Available at:
http://www.retailtechnology.co.uk/news/4659/jd-sports-
adds-accent-lighting-wow-factor/ [Accessed 20 Mar.
2018].