The success of NIKE, Inc. is deemed miracle by professionals on both Wall
Street and Madison Avenue. Research done in the past tends to credit the growth
of NIKE, Inc. to its marketing strategies. By placing the achievement of the
company in the postmodern context, this study analyzes the cultural factors
which contribute to the company's achievement. A brief yet well-documented
history of NIKE, Inc. is provided. The nature and function of NIKE, Inc.'s athlete
endorsements and contemporary sport are analyzed in a cultural context. The
cultural significance of three representative NIKE advertisements, and the
globalization of NIKE, Inc. are also scrutinized.
A literature review provides theoretical guidelines to the understanding of
the relationship between the business achievement of NIKE, Inc. and the
postmodern reality we are living in today. Interviews with 38 key informants and
questionnaire surveys show that NIKE, Inc. is a dream factory which uses the
American Dream as a selling point to expand its market both within the United
States and overseas. Therefore, the success of NIKE, Inc. should be viewed more
as a cultural phenomenon than as a business achievement. / Graduation date: 1995 / Best scan available for figures. Original is a black and white photocopy.
| Identifer | oai:union.ndltd.org:ORGSU/oai:ir.library.oregonstate.edu:1957/35268 |
| Date | 06 June 1994 |
| Creators | Chen, Roger L. |
| Contributors | Young, John A. |
| Source Sets | Oregon State University |
| Language | en_US |
| Detected Language | English |
| Type | Thesis/Dissertation |
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