Originally known as Blue Ribbon Sports (BARS), it started with an idea to make the footwear lighter to give competitive advantage to athletes by track athlete Philip Knight and his coach Bill Borrower in January 1964. One of the major goals of NIKKEI is product innovation and product improvement. Business strategy to target most of the sports around the world and to produce distinct and comfortable footwear and apparels. Nikkei promotes its products by sponsorship agreements with celebrity athletes, professional teams and major sporting events.
OFF 3 Business Strategic Capabilities Deliver Results: Nine’s success is dependent on people who can get results which requires proactive, accountable, goal oriented employees. Create The Future: Successful Nikkei employees think creatively, recognize new equines opportunities & communicate their ideas to imagine a different and better future. Make Good Decisions: Employees seek information, isolate issues, hear all points of view, analyze data, act decisively and take calculated risks.
Consumer Commitment: Have a deep connection with consumers – understand the increasingly diverse customers, the realities of the marketplace and what sets them apart from the competition.
Page 4 Human Resource Capabilities Develop Talent, Teamwork and Diversity: Nine’s global scope requires team players to embrace diversity of people, ideas & culture. Embrace Change: Employees who welcome change allow Nikkei to evolve and expand into new markets and create new products. Communicate Effectively: Clear communication leads to clear understanding.
Using active listening skills is essential. Lead and Influence Others: The ability to motivate others to higher levels of achievement is a quality which is expected from all Nikkei employees.
Page 5 Core Competence What makes Nikkei unique from its competitors? Its unique business model in which its brand name dominates its marketing strategy and signifies high quality and stylish sports footwear and apparel. (The “Swoosh” symbol Research & Development – The company has heavily invested in staffing itself with among others.
Internal & External Linkages Nikkei is a lean organization with no factories of its own. In 2000, Nikkei contracted with over 500 different footwear and apparel factories across the world. The company’s primary focus is therefore centered on vast and complex global network which involve extensive market research and design. This has enhanced the company’s competitive advantage over its rivals since it is able to concentrate more on improving consumer products through designing and constant improvement.
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