Inside the NIKE matrix

Research English OPEN
Brenner, Barbara; Schlegelmilch, Bodo B.; Ambos, Björn;
(2013)
  • Publisher: WU Vienna University of Economics and Business
  • Subject: RVK QP 305, QP 343 | Nike, Firma / Multinationales Unternehmen / Organisationsstruktur / Matrixorganisation / Internationales Management

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 consis... View more
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