企业创新突破势在必行(De Clercq and Zhou, 2014)。创新突破或创造性颠覆是指新产品最终会导致现有产品被认为过时的过程。在这个创新的过程中存在着相当大的风险。旨在扩大人口结构的较新的运动决不能疏远人民。熊彼特发明了“创造性破坏”一词来象征更新的产品来取代现有的产品(De Clercq and Zhou, 2014)。下一节将解释耐克如何应用创新维度。耐克没有对市场进行仔细分析，就没有推出更新的产品系列。他们运用独特的方法去了解消费者、市场，最终生产出深受人们欢迎的产品。这个过程使公司获得了品牌的认可。下面将解释公司已经部署的创新维度的确切应用。
Some organizations develop products that the consumer does not need or want. They are not able to meet the demands of the consumers and they create products that are essentially not required. Spending a considerable amount in this process would cause the company to encounter losses. There should be macro analysis based on the external factors such as the cultural factors, economic factors and political factors. The disposable income of the people, willingness to spend the money and the legislations of the markets must be considered. The companies then should conduct a SWOT analysis about its operation in meeting the consumer requirement. It is based on these combination that the company should decide to launch a new service or product that would be considered as an innovative breakthrough. In the process of simply following market trends, the companies risk the issue of market saturation. They do not stand apart from the competition and eventually the company that does not innovate ceases to exist. The companies should continually evaluate the markets and introduce products that are required by the people.
It is imperative for the companies to have innovative breakthrough (De Clercq and Zhou, 2014). Innovative breakthrough or the creative disruption is a process where new product would eventually cause the existing products to be considered as obsolete. There is considerable risk in this process of innovation. The newer campaign that is designed to target the extended demography must not alienate the people. Schumpeter devised the term “creative destruction” to symbolize the newer products to replace the existing products (De Clercq and Zhou, 2014). The ways in which Nike had applied the dimensions of innovation are explained in the following section. Nike did not introduce newer product range without careful analysis of the markets. They had deployed unique methods to understand the consumers, markets and finally produced products that were welcomed by the people. This processes enabled the company to gain brand recognition. The exact application of innovation dimension that has been deployed by the company are explained in the following.