Creating Competitive Advantage the Core Thesis

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It can often leverage the personality of the athlete to reinforce its core values such as the use of John McEnroe, the tennis champion noted for wanted to change the world of tennis. and, it can leverage teams and athletes as part of its marketing localization strategy such as the use of soccer in Europe.

4.Yes, Steve and Barry's is a huge threat to Nike. Like Nike, the company is leveraging athletic superstars to endorse its product.

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NBA player Ben Wallace appears on Steve and Barry's home page. To date, the company appears to have a niche base of consumers who cannot afford the more expensive Nike products, but if it can convince consumers that the quality of its product is just as good as Nike's, it could attack Nike's broader market......

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