Expanding the Playing Field: Nike’s World Shoe Project (B)

by: Stuart L. Hart, Ted London

Publication Date: September 9, 2008
Length: 4 pages
Product ID#: 1-428-674

Core Disciplines: Base of the Pyramid, International Business, Strategy & Management, Sustainability

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Teaching Note

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Nike’s World Shoe Project (B) accompanies Case (A). This one-page summary is designed to be handed out in class to give students an update on Nike’s strategy for entering China.

Teaching Objectives

After reading and discussing the material, students should:

  • Identify the differences in business strategies for developed versus developing world markets and explore the disruptive challenges that can face a company attempting to tap emerging markets;
  • Offer students a better understanding of the potential internal constraints and need for new business models when exploring emerging markets in developing countries;
  • Investigate the sustainability issues surrounding market entry into the Bottom of the Pyramid.