research paper about nike

Just Do It: Analysis of Nike’s Marketing Strategies and Growth Recommendations

Catherine Yan
Christopher Brown
Anne Greenleaf

Nike is a global leader in the athleticwear industry, selling products for all ages, genders, and sizes. The company was founded in 1964 by runner and businessman Phil Knight and his track and field coach, Bill Bowerman, with the goal of creating the perfect running shoe. Since then, Nike has established the iconic Swoosh and “Just Do It” slogan globally. But how has Nike become so renowned, and how have marketing strategies given them an edge over their competitors? And is there anything Nike can do to grow further? The paper investigates Nike’s target consumers, their direct-to-consumer operations, their recent success in e-commerce due to the COVID-19 pandemic, Nike’s social media strategies, and consumers’ reasons to support the brand, ultimately understanding and analyzing the marketing strategies that Nike has implemented and their effectiveness. A key component of Nike’s marketing strategy is understanding their consumers: who they are, what they want, and how to best appeal to them. This has fostered Nike’s direct-to-consumer business (which has increasingly become digital in the role of e-commerce), their large social media presence (which increases their brand engagement and awareness), design innovation, strides in diversity, and more. In addition, the paper recommends that for Nike to boost growth, as Nike shifts their focus to e-commerce, they should focus particularly on emerging markets, which are growing markets that often grow faster than other markets. In addition, Nike should collaborate with more brands and personalities and release more styles to help them grow in the future.

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Nike: An Innovation Journey

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Michelle Childs 5 &
Byoungho Jin 6

Part of the book series: Palgrave Studies in Practice: Global Fashion Brand Management ((PSP:GFBM))

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Nike is an American multinational company that has evolved to become a global leader in athletic wear with annual sales exceeding $21 billion in 2016, more than half of which is attributed to international markets. Since its inception in 1964, Nike has been an innovation leader in product development, marketing and consumer experience. Due to a dedication to continuous innovation, Nike has been able to sustain a competitive advantage within the athletic apparel and footwear marketplace. This case highlights key points in Nike’s journey of innovation and examines how Nike has successfully emerged as a global champion within the athletic wear industry. Based on these analyzed strategies, this case provides implications that are relevant for practitioners and academics.

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Childs, M., Jin, B. (2018). Nike: An Innovation Journey. In: Jin, B., Cedrola, E. (eds) Product Innovation in the Global Fashion Industry. Palgrave Studies in Practice: Global Fashion Brand Management . Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-52349-5_4

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Madeeha Kanwal

Strategy is about the most crucial and key issues for the future of organizations. Strategy is also important to explore several strategic options, investigating each one carefully before making strategic choices. The study incorporates a rigorous and systematic effort to uncover the strategies and its impact on the company's performance by analysing case studies, articles and the annual report of Nike Inc. and Adidas Inc. The study attempts to find out the relevance of the strategies adopted by these companies, which are globally successful athletic apparel companies in the context of Bahrain. The findings of the study highlight Nike's strategies which focus on innovation and emphasis on its research and development department, provision of premium pricing for its customers, broad differentiation strategy, market Segmentation Strategy and Closed-Loop strategy. The Adidas strategies focus on the broad differentiation, innovation, trying to produce new products, services and processes in order to cope up with the competition. It embraces a multi-brand strategy, emphasis on expanding activities in the emerging markets, continuously improving infrastructure, processes and systems, foster a culture of challenging convention and embracing change, foster a corporate culture of performance, passion, integrity and diversity. These strategies coupled with its resources and unique capabilities form the basis of sustainable competitive advantage for both the companies. INTRODUCTION: The strategy is a path towards achieving the optimum goals of individuals, groups and organizations. In addition, it leads to a best use of companies' available resources and it also guides the company to stay in a business successfully and continuous improvements for its processes. The definition of strategy could be differ from one author to another, but the most common definition is that the strategy is long term plans and approaches towards the intended visions and objectives. It is a general framework that specified the organizations' plans, policies and approaches to meets its objectives, goals and end results. The way an organization used to shape its strategies could be differentiate from other organizations in order to make its products unique and remarkable. Globally, companies formulate their strategies based on their visions and reaching the satisfaction of customer's needs, requirements and expectations. Subsequently, they use those strategies as a baseline to compare their actual performance with planned ones, to evaluate the end results and ensuring the continuing organizational excellence. There are many kinds of strategies that are pursued by the companies; Such as cost leadership, differentiation and the focus strategies (Porter, 1985), services strategies, growth strategies. Based on the goals, the companies form those strategies and they rank them upon the priorities. It is more than important for any organization to put strategies and not any strategies; the correct strategies which are formulated after a long time of studying and after numerous number of brainstorming among the top management members. Therefore, those strategies then to be implemented by converting the organization's plans and policies into real actions through the best use of available resources such as: human resources, budgets and technological advance; in order to enhance the organization's performance, productivity and sustainability.

Academia Biology

Mark McMenamin

Recent advances in our understanding of the Cambrian evolutionary diversification event (Cambrian Explosion) show that although eumetazoan stem taxa were present in the late Proterozoic, a tremendous burst of macroevolutionary change occurred near the beginning of the Cambrian. Explanations relying on paleoecological feedback are insufficient to explain the macroevolutionary patterns observed, particularly those associated with the near-simultaneous appearance of new higher taxa. The diversity of biomineralization types among the small shelly fossils of the early Cambrian Period can be explained if putative ancestral scleritome bearers (found in both Proterozoic Eon and Cambrian Period strata) had, as some new data suggest, intact scleritomes that hosted individual sclerites of varying biomineral composition.

IEEE Journal of Biomedical and Health Informatics

Elke Rundensteiner

Eugene Subbotsky

Alessandro Pascale

Il testo che segue è tratto dal libro A. Pascale, Il totalitarismo “liberale”. Le tecniche imperialiste per l'egemonia culturale, La Città del Sole, Napoli 2018, cap. 9.1-9.4, pp. 153-162. Info sull'opera su Intellettualecollettivo.it

BMC Biotechnology

Joseph Opoku Jnr

Background Aflatoxins are carcinogenic compounds produced by certain species of Aspergillus fungi. The consumption of crops contaminated with this toxin cause serious detrimental health effects, including death, in both livestock and humans. As a consequence, both the detection and quantification of this toxin in food/feed items is tightly regulated with crops exceeding the allowed limits eliminated from food chains. Globally, this toxin causes massive agricultural and economic losses each year. Results In this paper we investigate the feasibility of using an aflatoxin-degrading enzyme strategy to reduce/eliminate aflatoxin loads in developing maize kernels. We used an endoplasmic reticulum (ER) targeted sub-cellular compartmentalization stabilizing strategy to accumulate an aflatoxin-degrading enzyme isolated from the edible Honey mushroom Armillariella tabescens and expressed it in embryo tissue in developing maize kernels. Three transgenic maize lines that were determined to be e...

Biochemical and Biophysical Research Communications

Marvin Reitz