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May 22, 2023

Nike, Inc. is a fascinating company. Founded in 1964 by a runner and his coach in Oregon, Nike (or “Blue Ribbon Sports” as it was known back then) distributed shoes manufactured in Japan. After recognizing the need for a lighter and cheaper shoe domestically, Nike was created.

Much of their success can be credited to a laser focus on their customer needs, along with a deep understanding of their external environment and competitive position in the industry. After you read the Harvard Business Review case, “Nike, Inc.” please answer the following questions:

1. What are Nike’s vision, mission, and values?

2. Document Nike’s external environment. What do you believe are the top challenges being faced by Nike?

3. What are Nike’s core competencies? Do you believe they are a competitive advantage in this industry?

4. Utilizing Porter’s five competitive forces, develop a business strategy going forward for Nike.

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