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Heather McDonald and Ted London, under the direction of Professor Stuart Hart of Kenan-Flagler Business School at the University of North Carolina

Synopsis

This business case study provides students a view of the many strategic and internal challenges faced by multinational companies attempting to create a foothold in emerging markets.

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In 1998, Nike began the development of the World Shoe, a footwear line designed exclusively for emerging markets in Asia, Africa, and Latin America. This case documents Nike's attempt to enter the footwear market in China, as led by Tom Hartge, Director of Emerging Market Footwear. It provides students a view of the many strategic and internal challenges faced by multinational companies attempting to create a foothold in emerging markets, and investigates the sustainability issues surrounding market entry into the bottom of the pyramid. The case is appropriate for use in a core strategy course, an international business class or a specialized elective on sustainable enterprise, at the MBA or executive levels.

Supplementary video: Interview with Tom Hartge, Director of Emerging Market Footwear (9 minutes). RealPlayer format with 30 second delay for introductory slide.