The management of sporting innovation at Decathlon. Between rationality and chaos (P262)

Abstract

The point under study is the first of such a nature. We investigated themanagement of innovation in the company called Decathlon. In recentyears, vertical integration has rarely been so much developed as in theleading company of sporting goods' distribution in France. Based on thegroup's ``sporting universe{''} concept, it now challenges some biggerfirms' on their main segment. We interviewed the head of innovation forDecathlon's brands in France and Europe. Since the 1990's, Decathlon'sstrategies have not taken a unique and rational way towards success.Sometimes unexpected, they do not fit the traditional and rationalmanagement model of this aspect of competition between firms. Finally,some non technological aspects of innovation play a key role in thegroup's Success. Now a major force in the domain of sports equipment,the company Decathlon represents today almost half the French market inthe distribution of sporting articles'. From bikes to rucksacks, fromhiking boots to tennis rackets, this brand has acquired a great deal ofsavoir-faire in the conception, the realization and the production ofits ``universe{''} brand. By way of an example, Decathlon is the biggestproducer of bikes (Btwin) in the whole of France, the number I in thecountry for rucksacks and the fourth largest producer in the world ofsporting goods. The producer of sporting equipment has thus made thechoice of a differentiation through innovation(2). The model ofinnovation used by the company has allowed it to obtain a durableadvantage in relation to other distribution brands such as Intersportand Go Sport. Its originality is based on a culture of innovationassociated with certain Values such as pleasure, accessibility and a``practical{''} character regarding the use of the products. How has thecompany developed two of its leading products? The ``2 second{''} tentand the wet suit ``Inergy{''} illustrate the production logic of the``sporting{''} innovation at Decathlon. Based on a resources approach,the objective of this research project was to study the organizationalcapacities developed by the group in terms of ``sporting{''} innovation.