The case outlines the innovation and new product creation at Vibram, an Italian manufacturer of rubber soled shoes for athletics and outdoor wear. Current manufactures of running footwear place an emphasis on cushioning the heel, which may encourage a running method that leads to greater injuries in the heel and Achilles tendon. In response to this Vibram manufactures shoes with a then sole and has launched the Vibram FiveFingers, a shoe that is worn like a glove to allow joggers to enjoy the experience of running bare foot
Notes
Originally Published In Dhayanithy, D. & Gopinath, S. (2012). Vibram FiveFingers - Blue Ocean strategy?. Kozhikode, India: Indian Institute of Management, Kozhikode
