Strategic and Operational Perspectives I have selected Nike, the top global sportswear and sporting apparel company, to illustrate the straight extension strategy of export, involving little modification of its products in foreign markets.
Corporate America has been the marketing and financial arm of American globalization throughout the world, having benefited enormously from the international penetration of American made-films, TV programming, music and other media in the second half of the 20th century. As a result of this historic domination of modern communications, the American lifestyle has come to be identified with wealth, status, and prestige. What started with foreign enchantment with Levi jeans after World
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