Globalization of Nike Company

GLOBALIZATION OF NIKE COMPANY 1
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GLOBALIZATION OF NIKE COMPANY 2
Table of contents
Introduction.................................................................................3
1.1 Company
overview...................................................................................................
......3
1.2 Company
overview...................................................................................................
.......3
1.3 Mission and
Vision......................................................................................................
....3
Geographic and product markets that Nike currently serves..........3
Wholly owned or joint ventures?..................................................5
Figure 1.....................................................................5
How Nike has reached its current position........................................6
4.1 Dunning OLI’s theory, the Eclectic model............................................................
6
4.2 How Nike managers control
internationalization........................................................................9
4.3 Why the company chose specific locations.........................................................9
4.4 Ethnocentric or Geocentric behavior..........................................10
How Nike has adjusted to internationalization
challenges.............................................................10
5.1 How Nike has adjusted to internationalization
challenges.......................................................10

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5.2 Nike’s approach to organization and control and international human resource
management...............................................................11
5.3 Aspects of company’s future.........................................................12
Conclusion.............................................................................................13
References.............................................................................................14
Introduction
1.1 Company overview
Company name: NIKE International Limited
Industry: Athletic Goods Manufacturing
Founders: Bill Bowerman and Philip H. Knight
Country of origin: Unites States of America
1.2 Company Background
Nike is a multinational corporation based in the United States. It deals with production and sale
of athletic equipment around the globe. In 1964, Bill Bowerman founded Nike, together with his
former student, Phil Knight. In 1966, they opened a retail outlet as their first. In 1972, they
launched the Nike brand. In 1978, it was named Nike Incorporation (Clancy, 2001 p. 50-55).
1.3 Mission and Vision:
“To bring inspiration and innovation to every athlete in the world” is the mission. It is a
representative of the strategic goal of the company. Its goal is to reach out to various sports
markets around the world.

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Geographic and product markets that Nike currently serves
Nike utilizes geographic type of segmentation to market different regions and populations. For
instance, it considers baseball and football games in the United States. It then creates and
advertises baseball and soccer equipment. Sports vary among regions. Soccer is more common in
Europe, so football stars are used to market Nike products. Rugby is common in Australia and
England. Nike focusses its marketing efforts on the urban areas that are densely populated. Nike
operates in the following segments:
 North America
 Greater China
 Western Europe
 Central Europe
 Eastern Europe
 Japan
 Emerging Markets.
Nike extended its scope of operation in 2018 to include:
 North America
 Latin America
 Europe
 Greater China
 Middle East
 Africa
 Asia Pacific.
All the brands of Nike operate under a common industry in that they design, develop, market and
sell sport, sports equipment, as well as services. The most popular brands are Converse, Nike,
Jordan and Hurley (Donaghu, and Barff, 1990 p. 537-552).