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IBM 302

05-23-11

Jana Haman

Jonathan Chou

Andrew Chareunsouk

Brent Shannn

Zenia Villa

Jed Wu

Target market

Because Nike is such a large and globally recognized company, they offer a large variety of products and thus have many target markets. They market not only footwear but apparel, equipment, and accessory products for men, women, and children. Nike is like Coca-Cola, in the sense that they design and market their products for every possible group imaginable. The different groups of footwear they design for include: running, training, basketball, soccer, sport-inspired casual shoes, kids shoes, aquatic activities, baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, wrestling, and other athletic activities. Basically, they market their products to anyone who does any physical activity or likes the look of their shoes without being active.

Even though Nike promotes itself through every sport and physical activity imaginable, they still have a demographic that they target. They try to create and market their products to people of all ages and sex, regardless of where they live. This is why Nike is successful. They not only start with the youth but progressively make footwear and accessories for people as they age and start to pick up other sports also. Because they market to every sport and physical activity, they also know that with each activity/sport there are a different group of age demographic for them. For example, most people who play basketball are younger and have more energy to do so and so they design and market footwear and accessories that fit their market. With golf on the other hand, the players are much older on average and so gear and accessories becomes more expensive and of higher quality because they know this market demands it. And again, with the sport-inspired casual shoes, they know that younger people tend to be more trendy and spend more money on average than their older counterparts to fit in and thus they can follow the trends of the market and design products that they like. To say that Nike markets specifically to certain demographics would be incorrect because they market to every demographic but do so by activity and sport.

Nike is one of the biggest multinational companies in the world and has offices in 45 countries and has factories in over 47 countries as of 2007. Of this 47 countries, they have over 652 factories with 132 in China alone. What does this say about Nike’s geographic? It means that they do business on 6 continents and in over 45 countries. Nike’s geographic is across the globe and the fact that sports and physical activities are played across the world helps them. Every country in the world has some sort of sport or physical activity that is done by its citizens with popularity varying between countries. As long as this continues, Nike can continue to do business in all parts of the world and in every condition and environment. Soccer for example is a sport that Nike supports and sponsors and because it is a global sport that the majority of the world can play helps them make products for global customers. Baseball on the other hand is played in a handful of countries and thus has a smaller geographic region but yet commands a large portion of Nike’s marketing efforts.

Nike is a master of psychographics and does so by finding what kind of lifestyles their target market lives. They take each sport and activity separately and evaluate them piece by piece and look at what kind of professions they have, how much money they make, and what they like about the sport. Basketball is a high energy sport that requires a lot of running and arm and leg extensions and create products that help enhance the game for its players. They also know that basketball attracts a younger crowd that has the energy needed to play the game. Based off this, they know that younger people don’t have as much expendable finances as older, more well off people and target them through more reasonably priced footwear and accessories but not skimping out on quality either. The young crowd sees Nike and thinks quality but also know that they have to pay a little more than other brands but they are willing to do that because of what they stand for. Just like basketball, golf has its own lifestyle that its players live by and its a more pricey one. They know that people who play golf have more money to spend and know that they like quality and will pay the money for it no matter what the material is. See, Nike knows its psychographics because it knows sports. Sports directly translate into people’s lifestyles and Nike is a master of this.

Lastly, Nike sees and knows what their brand stands for and they use that to their advantage. They know that when people see Nike, it stands for quality and innovation and they push both of those in their advertising and in their products. They use star power to promote their image of quality and innovation because when people see stars, they think performance, top notch quality, and, “if they are using it, it must be the best.” Stars not only use Nike because the pay more to the players, they also use it because they prefer their brand over Adidas or Puma for quality and knowing what players and people want. Nike sees that they have an influence on people and they use that brand name for their advantage.

Product/Service

Nike is an athletic shoes and clothing company. Their main focus product is shoes for athletes and shoes that require the need to improve one’s performance. Their clothing line is a complimentary line in which they sell alongside with their shoes. Nike is seen in all venues of sports, from Golf, Basketball, Baseball, Football, and many other sports, the swoosh logo can be virtually seen everywhere when it comes to athletic venues. Beyond athletics, Nike also targets casual wear in which a line of their shoes is worn as a fashion statement, rather than actually being used for an athletic reason. Nike also offers a lot of complimentary line of products that go with a certain sport. For example, Nike does have development for golf balls, and also engineering development for Nike branded golf clubs, which are seen as premier golf clubs among the golfing industry.

Nike mainly does a lot of product placement among their sponsored athletes. This has proven to be very effective, as many viewers and followers of certain athletes would want to use the same equipment, or wear the same type of clothing as their favorite athlete. Nike is also known to do a lot of custom labeling for certain big athletes. Tiger Woods is an example of an athlete in which his entire line of clothing and shoes is tailored and distributed by Nike. However, most of the clothing for Tiger Woods is not distinctively labeled made by Nike, rather is it privately labeled as a Tiger Woods collection. However, since Nike distributes and tailors the products, and often times the collection is found in Nike factory stores, and it is known among consumers that it is a Nike made product.

Beyond the products, Nike sells the company idea of going out to achieve your athletic goal. Their slogan, “Just do it”, reflects on the company beliefs of just doing what you want to do, and their products will be there to help you achieve it. Selling this philosophy of doing what you want, and being the best at it as long as you have their products help you along your way. “Mr. Gilmore, the notorious spree-killer, uttered the words “Let’s do it” just before a firing squad executed him in Utah in 1977. Years later, the phrase became the inspiration for Nike’s “Just Do It” campaign.” (, Peters) Inspired by the Utah murderer, Gary Gilmore, “Just do it” is now seen everywhere as is immediately associated with Nike.

Nike also encourages a new campaign called Nike ID. Based on the idea that each shoe is made for each individual, Nike ID allows the customer to create his or her own shoe by customizing the color combination. Then each shoe is made to order for each customer, that gives the customer a feeling that the shoe was made for him or her only, and since the color combination is made by the customer, that design is exclusive to the customer. “It confirms that the trend of customization is still going strong, and that consumers are interested in acting as designers as well as mere customers of their favorite brands both virtually and in person.” (Business Week, 2007) This is Nike’s new approach to their products, and allows them to stretch way beyond the athletic segment. With so many different competitors available for consumers to purchase, allowing them to create exactly what they want will be the best way to stand out from the crowd. “According to the company, the NIKEiD online business has more than tripled since 2004 with more than 3 million unique visitors going to every month.” (Business Week, 2007) The Nike ID campaign has been very successful, and now Nike is also seen as the brand that helps consumers identify themselves.

Pricing Strategies

Nike products are priced at higher points, but and has been successful by relaying value with their products over the years through multi-product branding. Their wide product range also takes advantage with this strategy. Nike has a high level of consumers who have associated themselves with the brand, and will pay the higher price point to own something with the Nike Swoosh on it. By setting higher price points, Nike is able to push the perceived product value. If they were to set lower-than-competitor prices, consumers might question the quality of Nike products because, after all, how can they afford to set such low price points? Since consumers expect quality from Nike products, they are more willing to pay the high prices.

Shoes range from $75 to $200. Tops such as T-shirts and tanks range from $20 to $45 while polos fit in the $25-$90 range. Jackets and hoodies may cost $40-$120 and pants are between $30-$120. Any Nike gear such as gloves, mitts, balls, wallets, etc. may cost anywhere between $20-$150.

Distribution Strategies

Nike utilizes a vertical marketing system that involves the key members of the distribution process such as the manufacturers, retailers and wholesalers. These members work together to meet the demands of the consumers. The producers of the sports equipment collaborate with the wholesalers in the products, supplies, and marketing. This is a key advantage of the company.

Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries Cole Haan, Hurley International, Umbro and Converse. The company sells its products through a number of channels. Overall, Nike sells its items in about 690 Nike-owned retail stores worldwide and through about 23,000 retail accounts in the U.S. and via independent distributors and licensees in other countries. These Nike-owned retail stores include Niketown shoe and sportswear stores, Nike factory outlets, Nike women shops, Nike stores, and its e-commerce site. The retail accounts include athletic footwear specialty shops, sporting goods stores, discounters and mass merchants, and department stores. As of 2010, the company employs 34,400 people.

The bulk of the company’s production has always utilized an outsourcing strategy – it takes place overseas through subcontracting relationships of varying constancy and strength. Today, all of Nike’s production is by subcontractors (“production partners”), using a three-tier strategy of “production partners”: developed partners, volume producers, and developing sources. Developed partners manufacture Nike’s latest and most expensive “statement products,” which can inflict higher production costs. These manufacturing companies usually produce lower volumes (making 20,000 to 25,000 units a day) and are more likely to collaborate in innovations with Nike. Many of these manufacturers are vertically disintegrated, subcontracting nonproprietary shoe components and materials to other local producers. Volume producers are larger in size (making 70,000 to 85,000 units a day). They generally manufacture a specific type of footwear (i.e., track & field shoes) and are vertically integrated. Nike does no collaborative work in innovation with them because each company may produce for seven or eight other buyers to keep up its volume. Nike’s relationship to these companies is usually less loyal since they do not produce the most innovative products, which make up the bulk of Nike’s products. Developing sources offer Nike very low labor costs and a hedge against rising labor costs in other factories or exchange rate risk. They all produce exclusively for Nike, which has a strong chance of developing them into higher-level suppliers.

Promotional Strategies and Tactics

Nike has had a proud history of promotion and tactics to get where it is today. A significant part of it’s core competencies are in these fields. Promotion wise, the company executes campaigns across the globe mainly via popular athletes in a variety of mediums. This strategy to utilize individual sports icons and sometimes whole teams appeals to a broad audience. Athletes are the celebrities of the sports world, where they create demand based on name alone. Nike’s history of sponsoring these world class athletes in an array of sports is second to none. These athletes and club sponsorships include but are not limited to:

Clubs: Portugal National Team, Netherlands National Team, Club América, Brazil National Team, US National Team, FC Barcelona, Manchester United, Arsenal, Juventus, Inter Milan, Shakhtar, Porto, Steaua, Boca Juniors, Red Star, Boca Juniors, Corinthians, Aston Villa, Celtic PSV Eindhoven, and Dundee United

Basketball: Michael Jordan, LeBron James, Kobe Bryant, Carmelo Anthony, Kevin Durant, Dwayne Wade, Ray Allen, Chris Bosh, Manu Ginobili, Pau Gasol, Steve Nash, Tony Parker

Baseball: Derek Jeter, Alex Rodriguez, Jorge Posada, Robinson Cano, CC Sabathia, Josh Hamiliton, John Lester, Jimmy Rollins

Football – Brian Urlacher, Adrian Peterson, Terrell Owens, Matt Ryan, Drew Brees, Donovan McNabb, Tom Brady

Tennis: Serena Williams, Pete Sampras, Rafael Nadal, Maria Sharapova

Soccer: Mia Hamm

PGA tour: Tiger Woods

Promotion/Sales of Nike Inc. is broken down into the following forms of media:

● Television - A powerful medium with reach, Nike attracts consumers with innovative sight and sound. Their advertising campaigns have recently featured Lebron James and Tiger Woods in an attempt to gain back positive notoriety.

● Print - Nike features extensive ads featuring their products in magazines such as Sports Illustrated, as well as many others. Newspaper ads appear on occasion.

● Outdoor - the most cost-effective advertising vehicle-outdoor being billboards, bus stop and highways are also utilized.

● Internet - Advertising on the Internet is the fastest-growing media vehicle for the company. Nike users have the capability of choosing different types and enjoying different advertising's of Nike on the Nike official website, Facebook, Twitter, and YouTube. The company segments by sport to keep everything easy to access for the fan. Within the segment, there are special videos and adverts. For example, Nikebasketball has a lucrative campaign featuring Kobe Bryant. In a short film directed by renown Director Robert Rodriguez, Kobe plays an alter-ego named “The Black Mamba” to promote his new Nike ZOOM shoes. The film stars huge celebrities in the movie and music industry including Bruce Willis and Kanye West.

A common theme of Nike’s promotions and tactics involves power. Their use of athletes, as well as their brand, aims to make an impact by instant recognition. Their swoosh logo, and (to a lesser extent) slogan “Just Do It” are recognized globally. When coupled with the best athlete’s in the world, the public has learned to associate the Nike brand as a brand of status and quality.

Another way Nike creates brand recognition is not only sponsoring athletes, but events featuring amateurs. The company has sponsored minor events including a high school basketball tournament “Hoop It Up”.

Customer Service and Satisfaction

Nike’s customer service and satisfaction is not centralized but more compartmentalized into the sub markets Nike is involved in. They do not have one help line for all of their products but instead have it all sent to specific departments like Nike Golf, Nike Apparel, and etc. Nike’s strategy is to offer great customer service but they fall short of that goal. Many customers complain that when they call the help line for their product that they keep getting redirected somewhere else to call or to go to a website that directs them to another place. Their phone support staff does not have any real product knowledge and therefore the customer cannot ask them specific questions. Their warranty for their products is two years from manufacturing not from time of purchase and many products sit on the shelves for long periods of time and waste away the warranty. Nike states that they have the customer’s best interest in mind and want to develop products based on what the customers’ wants and needs are. Nike’s tactics are supposed to be centralized around the customer but they are not. Their quality in their products has gone done. If the consumer actually wears the shoes what they are intended for and not for just casual wearing, they will see the flaws and poor workmanship start to show as the shoe deteriorates. All of this poor customer satisfaction and service still allows Nike to grow its revenue just because of their brand image. Nike’s strategy is to appeal to every single type of person; whether you are a female or male, basketball, soccer, or tennis player, they have the shoe to fit these niches and not with just shoes but with equipment and apparel. This is Nike’s strong point in their customer satisfaction and service; Nike is for an athlete and “if you have a body, you are an athlete.” () Another Nike tactic is to use social media to help customers. They are on Twitter to help direct customers on where to purchase or where to go for further information; however, the downfall of this is that customers feel brushed off, the responders are not really personal but distant in their responses, and the responders are not really informative. Nike should focus more on the actually consumer and the quality of their products. Consumers will pay the money for the quality.

Philosophy

Nike has an internal philosophy for its employees and then an external philosophy for their company. The internal philosophy is called maxims. They describe and say what Nike is. Their core purpose is “experiencing the emotion of winning and crushing your competition.” () Here are the 11 maxims for Nike:

1. “It is our nature to innovate.” The company sees innovation as one of its core organizational competencies.

2. “Nike is a company.”

3. “Nike is a brand.” The “swoosh” logo is instantly recognizable around the world. Nike sees this as the symbol of its global leadership. It will enter only those markets that it thinks it can dominate. It says: ‘lf we can’t lead it, we don’t need it.”

4. “Simplify and go.” Nike products have short life-cycles in terms both of technology and fashion. The company believes that making quick yet skilful decisions is key to its success. This aspect of Nike’s vision, together with the seventh maxim, is particularly powerful in articulating the company’s hugely successful use of emergent strategy.

5. “The consumer decides.” The company is keenly aware of the sophistication of its customers and it treats them as its key stakeholder.

6. “Be a sponge.” Employees at Nike are encouraged to be curious and open to new ideas, whatever their source.

7. “Evolve immediately.” Nike sees itself as being in perpetual motion–viewing change as a key source of innovation. This attitude can easily be observed in the wide range of products that Nike offers its consumers. It is another example of the company’s use of emergent strategy to good effect.

8. “Do the right thing.” Nike thinks of itself as a responsible global citizen, embracing the stakeholder view of corporate social responsibility. It encourages its people to be honest and transparent and to promote diversity and sustainability.

9. “Master the fundamentals.” All the innovation in the world is useless if you can’t put it into action. A crucial part of Nike’s success is its ability to refine its performance–the recent growth in profits suggests that it’s achieving this.

10. “We are on the offense–always.” To stay ahead in an extremely competitive environment, Nike urges its people to act like leaders in their field to achieve victory.

11. “Remember the Man.” The late Bill Bowerman is still held in high esteem throughout Nike, both for his understanding of athletes’ needs and for his innovative spirit. ()

Nike’s external philosophy, which just about everyone knows: “Just Do It.” “It quickly became both universal and intensely personal. It spoke of sports. It invited dreams. It was a call to action, a refusal to hear excuses, and a license to be eccentric, courageous and exceptional. It was Nike.” () The swoosh logo seen on all their products represents this philosophy of “just do it.”

Employees

Nike has run into many problems in the treatment of their employees. They have been accused of running sweatshops in China, Indonesia, Vietnam, and other countries. They ignore labor laws and work employees long days without breaks or compensation pay. They have broken child labor laws in their factories. All of these instances reflect poorly on Nike. They underpay their workers, have bad working conditions, no protective equipment, work them illegally long hours, and this is all done in order to make these highest profit margin possible. Nike has improved but the manufacturing factories are in countries with cheap labor and it is hard to regulate those factories. The employees that work in the corporate offices and in the stores are treated much better. They have networks within Nike so people of different cultures and backgrounds can communicate with one another. Nike also encourages its employees to do some sore of volunteer work and to be active in their communities. Nike is trying to correct past mistakes and to help people in poverty. Nike is trying to improve their image globally and to show what they value.

Competition

Nike began as a small Oregon based shoe distributing company with only $8000 in revenue its first year. Today Nike, Inc. is the world’s largest global manufacture of sports apparel with a third of its revenue coming from the United States, with another third coming from Europe, the Middle East, and Africa grossing over $1.9 billion in revenue in their 2010 fiscal year. As a sports apparel manufacturer Nike competes with similar firms which manufacture sports apparel such as Adidas, Reebok, Puma, New Balance, and Under Armour. Along with their global presence comes global competition. Adidas, a German sports apparel company who once dominated the market with sales which towered above Nike’s in the 1980s and 1990s have since found themselves dethroned to becoming second place runner ups to Nike, Inc. and their closest competition.

When we take a look at and analyze the sport sneakers and athletic wear industries we are faced with the question, “What are these firms’ competitive competencies?” If we begin to look at the way that these firms operate we can continue to ask a series of questions about how they do business such as “is manufacturing a skill this firm does better than anyone else?” or “will this firm be able to leverage their manufacturing expertise in the future? The response that we would receive from these questions would be “No”. In today’s world most if not all the firms in the sports wear industry produce and manufacture their products in the same manner. What is setting Nike apart from its competitors in today’s market is their aggressive strategy and philosophy on advertising, name branding, research, development, and marketing.

Phil Knight, co-founder of Nike gave us a look into the philosophy of Nike, Inc. when he said that "There is no value in making things any more. The value is added by careful research, by innovation and by marketing." Ever since their original “waffle soles” Nike, Inc. has had a history of creating new innovations with their creative shoe lines such as Nike Jordans, Air Force Ones, Nike Air, and Nike Dunks to name a few which have all been widely successful. New and innovative marketing techniques like the creation of NIKEiD which allows customers to customize their Nike shoes online adds an edge to their online sales. Today, Nike, Inc. is continuing its development, designing shoes with increased performance potential from even lighter and even more durable materials, bolstering their reputation of high quality goods over their competitors.

Today Air Jordans is a house hold name, but back in 1984 while Nike was still a struggling shoe company, signing Michael Jordan is what helped put them on the map. Now high profile endorsement of their goods and their brand name is a strong piece of Nike, Inc.’s business strategy. Nike, Inc. endorses more elite athletes from more sports from Kobe Bryant and LeBron James of the NBA to pro golfer Tiger Woods. If there is a big name celebrity status athlete you can be sure that Nike will do what it takes to see them wearing Nike gear opposed to anything from their competitors Adidas-Reebok.

In order to represent the quality sports apparel they produce, the iconic Nike “swoosh” is one of the most highly celebrated cooperate symbols. Their slogan, “Just Do It” is ranked one of the highest and most effective recent marketing campaigns, running for over twenty years now. Nike’s marketing has enjoyed great success in the urban scene as well

With its recent acquisition of Converse, we can see that Nike is displaying interest in expanding its reach from sports attire to casual wear as well. With the popularity of the classic Converse Chuck Taylors, Nike, Inc. is enjoying the benefits of expanding into industries. Lately the demand for casual nonperformance shoes has been increasing and new specialty brands such as Crocs and Heelys are growing in popularity, especially amongst younger consumers. As these two industries create new markets amongst a new generation of shoe buyers, they are drawing attention away from the traditional athletic shoes towards the trendy affordable sporty fashion statements, a market which Nike used to own. Nike, Inc. could respond similarly to these new competitors because of the amount of financial leverage they have. Through the further acquisition of these two and similar shoe industries Nike, Inc. has the opportunity to add a breath of fresh air with new talent as well as take advantage of their excellence in manufacturing and supply chain management to squeeze additional profits from their new assets, effectively expanding their presence in the shoe industry.

Social Responsibility

When it comes to social responsibility, Nike has been the poster child for negative publicity. Nike has been known as a company that tries its hardest to find the lowest cost for producing its goods. “Naomi Klein, in her widely read book "No Logo" deals quite extensively with Nike, accusing them of abandoning countries as they developed better pay and employment rights in favour of countries like China, where these are less of a cost.” () Nike has always had an issue with exploiting labor of countries that are not fully developed, all with the justification of having lower prices that result in saving money for the consumer. “Conditions for these workers has been a source of heated debate, with allegations made by campaigns of poor conditions, with commonplace harassment and abuse. “ () Often times cost cutting has led to sever consequences for citizens in other nations. However, knowing all the negatively publicity, Nike has began doing a public relations blitz to counter all these problems. Often times being seen as the head documentary example of what a company shouldn’t be doing, Nike hopes to counter those images. Nike has launched a website, , in hopes of education the public about their methods of business and how they are socially responsible and continue to innovate towards a better future. Though the images of the past still haunt them, Nike is trying its best to reshape that image. “Our focus now is getting to the root of the problems. We're looking end-to-end from the first phase of our product creation process to the outcome in the lives of workers in the factory that bring our product to life.” () Nike has offered auditing programs from third parties to verify that their factories are in compliance of labor laws of the country of origin. Nike continues to keep their factories in check, and also continues to create new methods of being more socially responsible.

Group Evaluation

We believe that some strategies implemented by Nike will help them with long-term goals while other strategies do need to be rethought. Some strategies that work are their different product lines that target different segments, their pricing strategies, distribution strategies, and promotional strategies. A strategy that needs to be revised is their customer interaction. Nike carries a variety of shoe lines and products available to consumers and this is good to gain more market share in the industry. Their pricing strategies are competitive and have done well. Nike’s promotional strategies are always innovative. Nike is about connecting with athletes and their promotional strategies reflect this. Their distribution strategies work well with the company’s product mix. One strategy that does need to be fixed is their customer strategy. Nike needs to have a more centralized and knowledgeable staff that consumers can talk to and as well as centralizing their information channels. Also, their warranty needs to be changed to meet the satisfaction of the consumer such as from the date of purchase and not from the date of manufacturing. Nike needs to improve on their customer service and satisfaction if they would like to continue to increase their revenue.

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