Innovation is at the core of all products at Adidas. The Adidas group has toiled through the years to be the sole giant to manufacture and supply world-class sports products in their clothing, footwear, and accessories. The ongoing global climate change concerns and an intention to support the initiatives by various groups to protect the environment, the Adidas group shifted towards sustainability. The decision of re-considering materials while being manufactured was key to determine the innovation in their products through sustainability. The objective of the study is to understand the product innovation by Adidas by adopting sustainability and how this approach has affected the customer's perception and brand image.
Starbucks is the global coffee and snack brand which is headquartered in America. Starbucks is a disciplined innovator, and good management of its innovation timeline is one of the primary reasons behind the company’s success. This is also the main reason why Starbucks has been able to improve its store sales. Excellent employee training management and excellent service attitude also attracted a lot of customers and improved customer satisfaction effectively. Over the years, Starbucks has adopted various innovative marketing campaigns globally to attract its potential customers, increasing the sales and impacting the customer buying behaviour. The aim of this research is to understand the effect and impact of Starbucks Marketing campaigns through various channels on its customers. The research will be conducted across the regions of India and Malaysia through survey and observational method.
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