Sports shoe wars. Battle of the giants in China
Description
Three athletic footwear companies-Nike, adidas, and homegrown upstart Li Ning-have faced off in a high-stakes battle for China's gigantic market. This program examines adidas' rising prominence in the country, an ascension due in no small part to its well-publicized Olympic Games sponsorship. Li Ning's efforts to retain its precarious hold on the urban market are also studied. Li Ning CFO Tan Wee Seng and adidas Group CEO Herbert Hainer take turns outlining their marketing strategies and goals, while Chinese retailers and customers describe how the war is shaping up on the street. The result is a valuable case study for courses focusing on global marketing and international business.
Runtime
27 min
Subjects
Geography
Genre
Date of Publication
[2009], c2007
Database
Films on Demand
Direct Link
https://www.remote.uwosh.edu/login?url=https://fod.infobase.com/PortalPlaylists.aspx?wID=102638&xtid=39615
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