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Nike by glotzbach is a document available to read on EtoBox.
Nike has successfully used globalization and glocalization strategies in its advertising. Originally treating all markets uniformly, Nike adopted country-specific approaches in the 1990s. It developed localized campaigns that engaged local sporting cultures and celebrities. However, adapting campaigns for China and the US poses challenges due to major cultural differences between the individualistic, low-context US culture and China
- Author
- glotzbach
- Language
- EN