Inside the NIKE matrix

Brenner, Barbara and Schlegelmilch, Bodo B. ORCID: and Ambos, Björn (2013) Inside the NIKE matrix. WU Case Series, 1. WU Vienna University of Economics and Business, Vienna.


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This case describes how Nike, a consumer goods company with an ever expanding portfolio and a tremendous brand value, manages the tradeoff between local responsiveness and global integration. In particular, the case highlights Nike's organizational structure that consists of a global matrix organization that is replicated at a regional level for the European market. While this organizational structure allows Nike to respond to local consumer tastes it also ensures that the company benefits from integration advantages such as global marketing and sourcing. Supported by rich quotes from Nike managers on various organizational levels, this case draws a colorful picture of all the challenges involved that come with matrix and regional structures. Will Nike be able to better exploit its competitive advantage by introducing more regional structures in the future? What is the logic behind the Nike's regional structure?

Item Type: Paper
Additional Information: This case was written by Barbara Brenner (Institute for International Marketing and Management, WU Vienna) under the direction of Bodo B. Schlegelmilch and Björn Ambos (Institute for International Marketing and Management, WU Vienna). It is intended to be used as the basis for slass discussion rather than to illustrate the effective or ineffective handling of administrative situations. The case was made possible by the co-operation of Nike and has been published in the following book: Björn Ambos and Bodo B. Schlegelmilch, The New Role of Regional Management, 2010, Hampshire: Palgrave Macmillan. Reproduced with permission of Palgrave Macmillan.
Keywords: Nike, Firma / Multinationales Unternehmen / Organisationsstruktur / Matrixorganisation / Internationales Management
Classification Codes: RVK QP 305, QP 343
Depositing User: ePub Administrator
Date Deposited: 25 Feb 2013 13:18
Last Modified: 18 Nov 2019 14:49


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