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Essay / Research Paper Abstract
A 7 page paper discussing information presented in Harvard Business School Case 9-595-102 (1995). CEO Phil Knight stated in 1990 that Nike's focus for the 1990s should be that of athletic shoes and clothing, later refining that focus to one of marketing, rather than production. By 1993, the company had opened tourist-attraction stores, founded a professional athlete career management business and entered into an alliance with a large Hollywood talent agency, all the while bemoaning that European managers could not comprehend the Nike 'spirit and message.' The company failed to understand that its arrogance toward consumers and focus on activities unrelated to marketing athletic shoes and clothing masked any 'spirit and message' that may have existed. The paper recommends that Nike return to focusing on its core business. Bibliography lists 1 source.
Page Count:
7 pages (~225 words per page)
File: CC6_KSnike.wps
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