DANCEST 805 Lecture 16:
Document Summary
Articulate what you hope to learn by reading the book. Identify one fundamental question and two core perspectives that provide a framework for studying this field. Participate un the debate on globalisation with a reasonably balanced and realistic view. Summarise some basic trends in the global economy. Draw implication for action by integrating global and local knowledge. Began in small town in germany, intense rivalry with puma propelled both sports shoe manufacturers onto the international stage. Adidas pulled ahead with innovative approaches to sport sponsorship[. After taking over reebok in 2005, adidas became the worlds second largest provide of sports shoes and clothing, after nike. Success in china builds on two decades of brand building and major marketing push ahead of 2008 olympics. Nike and adidas challenged by local brands, but due to focus on innovation and product qualify, they have sustained their popularity among increasing affluent young people.
