Nike in China
| Case Code: BENV030 Case Length: 19 Pages Period: 1985-2015 Pub Date: 2016 Teaching Note: Available |
Price: Rs.600 Organization: Nike Inc. Industry: Footwear, apparel, accessories Countries: China Themes: International business, globalization |
Abstract Case Intro 1 Case Intro 2 Excerpts
About Nike
Nike was founded by a track athlete, Philip Knight (Philip), and a track coach at the University of Oregon, Bill Bowerman (Bill) in 1964. In 1957, Philip was studying at the University of Oregon and it was here that he met Bill who was the athletics coach. Philip and Bill realized the need for a low cost but good quality running shoe. At that time, leading track shoes were being produced by European companies. These shoes were made of leather, had very bad cushioning, and used steel spikes for traction. Philip and Bill started to design shoes that were lighter, better padded, and featured waffle like patterns in their rubber soles. These models didn’t see much commercial success. Later, when Philip was doing his MBA at Stanford University, he did a marketing research dissertation on the US shoe manufacturing industry..
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