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Mark Hecox

Reebok officially entered the bike business after 15 years of deliberation and strategic re-tooling. This case presents a situation that considers how the process of internationalization may be impacted by various factors both internal and external to the firm. The analysis examines multiple marketing elements, including brand position, product development, distribution channel, pricing, promotion, and operating model. The focus of decision making in the case centers on the use of licensing and determining possible alliance partner structures as possible solutions to enable Reebok to enter the global bike business successfully. Specific internationalization elements explored include mode of entry, foreign market selection, cultural influences, supply chain, operating model, and licensing strategic alliance partner strategy. This case provides an ideal opportunity to explore and analyze why and how a sport enterprise might want to internationalize its business and the potential role sport licensing might play in the process.

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Elisa S. Arch, Sarah Colón and James G. Richards

for this institutional review board-approved study and informed consent was obtained. All participants were fitted with a Reebok International Ltd (Reebok International Ltd, Boston, MA) minimally supportive, seamless bra. The bra was made out of 5% elastic and 95% polyamide, with that material blend

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Nicholas Burton and Cheri Bradish

dissuade brands from rivaling official partners. This emphasis on public perception was perhaps never more evident than during the 1996 Atlanta Summer Olympic Games, when Reebok spokesperson Dave Fogelson famously decried Nike’s ambush efforts. Although not an official sponsor, Nike established a Nike

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Timothy J. Gibbons and Marie-Louise Bird

these joint angles during the Oov and foam roller conditions, an exercise step (Reebok Australia Pty Ltd, Alexandria, Australia) was placed under the participant’s lower base of support. To prevent excessive hip adduction and abduction, rubber tubing was positioned on either side of the dominant leg. 6

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Melissa Davies, Michael L. Naraine and Brandon Mastromartino

traditionally the logo design would be contracted out to a branding agency, the Jets relied on collaboration with the official uniform supplier of the NHL at the time, Reebok, along with some participation from the National Defense for Canada. Colors Aviator Blue is the color used by the Royal Canadian Airforce

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Chen Chen and Daniel S. Mason

contexts: What changes and what persists? The Tunisian case of Poulina’s managers . Organization Studies, 35 ( 3 ), 393 – 421 . doi:10.1177/0170840613499751 10.1177/0170840613499751 Yu , X. ( 2008 ). Impacts of corporate code of conduct on labor standards: A case study of Reebok’s athletic footwear

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Thilo Kunkel, Rui Biscaia, Akiko Arai and Kwame Agyemang

, they were asked “Which of the following brands sponsor the athlete” with leading sport equipment manufacturers being listed (i.e., Nike, Adidas, Reebok, Umbro, Under Armour). The sponsorship questions were then linked to the sponsor that the respondent indicated, and only the respondents who correctly