JIF’s Initial Strategy

The current and the following chapters analyze the process of modifying the strategies of JIF and successfully changing corporate behavior. JIF is a voluntary organization established to address the Japanese footwear market problem of emphasizing the fashion function of shoes and neglecting their health function. Despite being on the fringes of the footwear industry and resource-poor, JIF succeeded in persuading shoe retailers to adopt shoe fitters. This chapter describes how JIF modified its strategy from the initial standard shoe last dissemination strategy to a shoe fitter dissemination strategy.