Word: athleticism
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Longman's answer is reminiscent of the pre-9/11 business-strategy tomes that explain success in terms of combat and athletic metaphors. "These were people at the top of their game," he writes, "who kept score in their lives and who became successful precisely because they were assertive." They...
Li Ning Sports Goods, China's largest athletic-shoe and apparel company, built brand awareness the same way Nike did--by getting a revered athlete to hawk its products. But while Nike had to hand over millions in endorsement fees to basketball superstar Michael Jordan, Li Ning Sports Goods just...
There's a tried-and-true formula for marketing success in the athletic-shoe business: find a major sports star, sign him to a hefty product-endorsement contract, and watch the cross-trainers fly off the shelves. For 13 years, Beijing Li Ning Sports Goods applied that formula, becoming China...
Since retiring from gymnastics in 1988, Li has built his company into a credible challenger in China to Nike, Adidas and Reebok. Li Ning Sports currently holds a 10% share of the mainland's athletic-shoe market, outselling all foreign brands combined. Aided by more than 1,000 Li Ning...
Longman's answer is reminiscent of the pre-9/11 business-strategy tomes that explain success in terms of combat and athletic metaphors. "These were people at the top of their game," he writes, "who kept score in their lives and who became successful precisely because they were assertive." They...