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In common with most consumer-facing corporations, Nike has been able to use enhanced levels of digital metrics to analyse customer demand and revise its segmentation accordingly (Myerson, 2007). In the optimum model, transaction and supply chain event management are linked via SOAP (Simple Object Access Protocol) and MPPS (Massively Parallel Processor System) systems (Myerson, 2007). Meanwhile consumers will be able to make contact-less payments via mobile phone platforms (Myerson, 2007). These processes may however accelerate the speeding-up of the hollowing-out of the workforce, reducing the amount of employment on offer (Davies, 2006).
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