Adjustment of JIF’s Strategy and Diffusion of Shoe Fitters

This chapter analyzes how the use of shoe fitters became widespread among shoe retailers because of JIF’s activities. The analysis in this chapter reveals that JIF further learned from its activities and modified its strategy, which led to the diffusion of shoe fitters to shoe retailers. This chapter also summarizes the description of JIF’s strategy changes developed in Part II, clarifies the contribution of the study, and discusses the implications for research on the direct effect of activism targeting companies.