Expanding the Playing Field (A) Nike's World Shoe Project |
|
| Author:
| Hart, Stuart
London, Ted
McDonald, Heather |
| ISBN: | 978-1-61674-147-1 |
| Publication Date: | Sep 2008 |
| Publisher: | William Davidson Institute At The University of Michigan, The
|
| Book Format: | Paperback |
| List Price: | USD $20.00 |
Book Description:
|
Tom Hartge, Nike's Footwear Director for Emerging Markets, was challenged with "expanding the playing field" in emerging markets with a range of affordable, durable and easy-to-produce sports shoes that could effectively reach the huge untapped segment in "Tier 3" countries - developing markets with high potential characterized by a population of 1 billion and an average of $2,000 purchasing power parity. By January 2001, Hartge and his team had sold only 404,520 pairs in China....
More DescriptionTom Hartge, Nike's Footwear Director for Emerging Markets, was challenged with "expanding the playing field" in emerging markets with a range of affordable, durable and easy-to-produce sports shoes that could effectively reach the huge untapped segment in "Tier 3" countries - developing markets with high potential characterized by a population of 1 billion and an average of $2,000 purchasing power parity. By January 2001, Hartge and his team had sold only 404,520 pairs in China. Compared to the booming 1.2 billion population of China, this number was a disappointment. This case asks students to determine what Tom should do to persuade senior management to support and continue the project.