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Expanding the Playing Field: Case B: Nike's World Shoe Project
Expanding the Playing Field Case B Nike's World Shoe Project Author:Heather McDonald, Ted London In 1998, Nike began the development of the World Shoe Project, a footwear line designed exclusively for emerging markets in Asia, Africa, and Latin America. This case documents Nike's attempt to enter the footwear market in China, as led by Tom Hartge, Director of Emerging Market Footwear. It provides students a view of the many strategic and in... more »ternal challenges faced by multinational companies attempting to create a foothold in emerging markets, and investigates the sustainability issues surrounding market entry into the bottom of the pyramid. The case is appropriate for use in a core strategy course, an international business class or a specialized elective on sustainable enterprise, at the M.B.A. or executive levels.« less