The modern world could be characterized by the significant changes in the structure of the market and the main approaches towards management and development of business. These changes result from the evolution of technologies and implementation of innovations in numerous activities. It also conditions the increased interchange between various states and the growth of the commodity circulation (Kobayashi, 2011).
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In these regards, the modern world market could be characterized by the great significance of international relations and globalization trends which could guarantee new outlets and customers (Locke, 2002). The functioning of numerous companies is reconsidered to guarantee their further evolution and spread to other countries.
When speaking about the attempts of various companies to achieve the next level of their evolution and go global, it is crucial to highlight the major concerns related to the given issue. First. great international companies like Nike has to look for the new outlets constantly as the increased rivalry conditions the increased importance of stable revenues and of a certain targeted audience that will use the goods provided by a company (Das, 2010).
For this reason, globalization of a certain trend could be taken as a response to the growth of rivalry and appearance of new opportunities for the companys growth. Corporations like Nike tend to guarantee their further evolution by means of new customers attracted by the companys entry into the new market (Deng, 2009). That is why Nike and a number of other corporations are now globalized brands which could be found in any state.
The great popularity of globalization and the companies adherence to the given practice is conditioned by a number of advantages provided by the entry into the new market. For instance, the international character of the company guarantees Nike the annual revenue about $30.6 billion, while the North American region generated the revenue of approximately $13,74 billion (Statistics and facts on Nike, n.d.). It becomes obvious that the bigger part of incomes comes from various international departments (Dalton, 2009). This fact conditions the advantageous character of the practice. Yet, there are also some problematic issues resulting from the globalization like the decreased quality of goods, problems with local workers, etc. That is why it is crucial to investigate the given question.
Dalton, K. (2009). Global Branding: Li Ning vs. Nike. Lehigh Preserve, 17, 1-6. Web.
Das, D. (2010). Contours of Deepening Financial Globalization in the Emerging Market Economies. Global Journal of Emerging Market Economies, 2(1), 45-67. Web.
Deng, T. (2009). “Just Done It”— Nike’s New Advertising Plan Facing Global Economic Crisis. International Journal of Business management, 4(3), 102-105. Web.
Kobayashi, K. (2011). Globalization, corporate nationalism and Japanese cultural intermediaries: Representation of bukatsu through Nike advertising at the global–local nexus. International Review for the Sociology of Sport, 47(6), 724-742. Web.
Locke, R (2002). The Promise and Perils of Globalization: The Case of Nike. Web.
Statistics and facts on Nike. (n.d.). Web.