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 您所選取的商品項目

> Horst Dassler, Adidas, and the Commercialization of Sport

商品編號： 9-316-007
出版日期： 2015/07/01
作者姓名：
Jones, Geoffrey G.;Norris, Michael;Kim, Sophi
商品類別： Entrepreneurship
商品規格： 23p

再版日期： 2020/01/28
地域： Asia;Germany;Central America and Caribbean;North America
產業： Film and video industry;Apparel accessories;Performing arts and museums;Music industry;Professional sports industry;Telecom
個案年度： 1920 -  1984

 


商品敘述：

The case focuses on the career of Horst Dassler, the son of the founder of the German-based sports shoe manufacturer Adidas. The origins of the firm were in the interwar years, and it rose to public prominence after it provided spikes for the famous African-American sprinter in the 1936 Berlin Olympics. From the 1950s Horst cultivated relationships with athletes and national associations to expand his sports apparel business and develop sports sponsorship, competing fiercely against competitors such as Puma and Nike. During the 1970s he played a key role in commercializing the international soccer federation FIFA, including creating a television market for soccer, and he subsequently became a key force behind arranging sponsorships and broadcasting rights for the Olympics. The case explores the drivers of success of this major consumer brand, and provdes the opportunity to discuss the positives and negatives of the globalization and commercialization of sport.


涵蓋領域：

Consumer marketing;Business communication;White-collar crime;Entrepreneurship;Business history;Strategy;Globalization


相關資料：

, (9-316-090), 8p, by Geoffrey G. Jones, Michael Norris

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