Beyond All Boundaries: Women Empowerment And The Russian Sportswear Market
Daniel Muravsky, Snezhana Muravskaia, Diana Akkalaeva, Sofia Shkaruba
Informasi Umum
Kode
24.10.381
Klasifikasi
658.802 - General topics of marketing management, Communication in marketing, Green marketing, Market Segmentation, Marketing strategy
Jenis
Case Studies
Subjek
Marketing Strategy
No. Rak
Tel-U Gedung Manterawu Lantai 5 : Rak 21
Tel-U Gedung Manterawu Lantai 5 : Rak 22
Tel-U Purwokerto : Rak 8
Dilihat
148 kali
Informasi Lainnya
Abstraksi
In 2017, Nike Russia created one of the most successful and influential ad campaigns in the Russian women's sportswear market by encouraging young girls to try new sports. At the same time, Reebok launched a successful worldwide “be more human” campaign aimed at empowering women all around the globe. Two years later, Reebok Russia tried to localize the successful campaign while adjusting the message to be more assertive. As a result, the company met a country-wide outrage from both feminists and anti-feminists. The case centers around Nikolay Borisov, the CEO of Nike Russia, who was unexpectedly drawn into a provocative public discussion on the use of the female empowerment agenda for cause-related marketing. The case dilemma was set during mid-February 2019 and involved Borisov’s assessment of the impact of the competitor’s viral campaign on the market and choice of a reaction strategy to public outrage.
Koleksi & Sirkulasi
Tersedia 1 dari total 1 Koleksi
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Pengarang
| Nama | Daniel Muravsky, Snezhana Muravskaia, Diana Akkalaeva, Sofia Shkaruba |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald |
| Kota | New York |
| Tahun | 2024 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
