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Essay / Research Paper Abstract
This 5 page paper considers the corporate identity of Nike. Nike, Inc., is the largest and most recognizable sneaker manufacturer in the world, with a presence in many countries and a focus on an emerging international identity. As the company has become increasingly diversified, Nike's corporate structure has had to respond to the increasing diversity of their leadership. Bibliography lists 8 sources.
Page Count:
5 pages (~225 words per page)
File: MH11_mhnike.rtf
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has become increasingly diversified, Nikes corporate structure has had to respond to the increasing diversity of their leadership. The development of new internal structures to support a growing multinational
identity is clearly an element of Nikes new structure. At the same time, the company also faces some substantial challenges in putting into place the structures for this international
corporation. Background of Nike When Phil Knight and Bill Bowerman established Nike in 1968, a new industry was born (Cohen, 1998). The companys formed from the athletic
fields in and around Portland, Oregon (Cohen, 1998). Knight was a former track star at the University of Oregon and Bowerman was the track coach at the University of Oregon
when they decided to form a new company that would import high quality running shoes to the U.S. (Cohen, 1998). They named the company Nike, the Greek Goddess of Victory
1995 (Cohen, 1998). Knight had very strong ideas about the kind of company Nike should be and most particularly, what the culture of the company should be (Labich and
Carvell, 1995). He wanted his employees to demonstrate the kind of corporate loyalty he had seen in Japan (Labich and Carvell, 1995). Knight believed the success of his new company
was tied to Asia (Labich and Carvell, 1995). Early in the companys history, Knight and a group of ex-athletes he had hired as top aides made numerous trips to Japan
(Labich and Carvell, 1995). There are many political factors that may impact on Nike. As an international company, there is a strong association
with their home nation. This American based firm sells anything sports related from trainers and football boots to T-shirts and sweatbands (Thompson, 1997). As such this company has some
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