Page 252 - Performance Leadership

Chapter 12 Performance Networks • 241

F igur e 12.7
Athletixx Footwear’s Performance Network

Logistics
Consumer
3
Factory 1 5
Country 4 Shops
2 Athletixx 1 Organization
Corp
Factory 2
Country
Organization
Country
Organization

markets. When needed, the contract manufacturers also jump in for
each other. Athletixx has a global contract with a large logistics firm to
ship all produced goods worldwide. Athletixx sells through different
retail chains in the countries where it is active and doesn’t really inter-
act with customers directly. In each of those countries, Athletixx has a
“country organization,” an office that manages the contracts with the
local retail chains and also helps design a country-specific collection.
In different countries different colors and styles are fashionable.
A new business initiative significantly changed Athletixx’s view of the
world. Athletixx introduced a service where customers, through a Web
site or a kiosk in the shop, could design their own shoes or shirts. Dif-
ferent colors, different materials, different design elements can be com-
bined. Customers can even upload their own text or logo, which will
be placed on the side of the shoes. Customers can also design their own
apparel. Customers can choose from the many different types of shirts,
deciding between various prints and colors.
Athletixx has introduced a mass customization business model, next to
the traditional mass production business model it has had for many years.
The popularity of the service is enormous and a growing percentage of
revenue and growth comes from the new service. The performance net-
work of the firm has changed dramatically, as shown in Figure 12.8 (the
numbers show the flow of the process in the performance network).
The dynamic between the various stakeholders has totally changed.
The role of the country organizations has been greatly diminished;