| Case No: |
EC9B |
| Title: |
NIKE - Channel Conflict |
| Publication Year: |
2000 |
| Author(s): |
Garth Saloner;
A. Michael Spence;
Katherine McIntyre; Ezra Perlman
|
| Abstract Text: |
This business case study focuses on NIKE, an athletic shoe and apparel seller, in late 1999. Mary Kate Buckley, general manager of nike.com, must plan NIKE's direct-to-consumer sales strategy and its policies and rules for on-line sale of NIKE products by other vendors. Throughout 1999, NIKE's goal had been to learn as much as possible about doing business over the internet. Nike.com had rolled out an ambitious e-commerce initiative, signed an exclusive deal with Fogdog sports that allowed NIKE products to be sold by a pure internet company for the first time, and had grown from twelve to 150 employees. Now, NIKE faces the challenge of defining a new, more profitable way of selling products to customers through nike.com. |
| Keywords: |
Electronic Commerce, Competitive Decision Making, Online Retailing |
| Paper Copy Available: |
No
|
| Electronic Copy Available: |
Yes. View the document(PDF).
| To view and print the PDF, you'll need Adobe's free Acrobat Reader, downloadable from Adobe's site. |  | | If you encounter problems ordering or downloading this document, contact [email protected] |
|
