Publications
Publications
- February 2007 (Revised March 2007)
- HBS Case Collection
Li Ning - Anything is Possible
Abstract
A leading sporting goods company in China competes aggressively against global brands Nike and Adidas, with marketing strategies adapted to geographic segments. In the main cities, where competition takes place at a very conceptual level, Li Ning has chosen to adopt a very controversial "oriental theme" for its brand, while becoming at the same time a major sponsor of international athletes of the highest caliber.
Keywords
Product Positioning; Competitive Strategy; Consumer Behavior; Global Strategy; City; Consumer Products Industry; Sports Industry; China
Citation
Wathieu, Luc R., Gao Wang, and Medha Samant. "Li Ning - Anything is Possible." Harvard Business School Case 507-024, February 2007. (Revised March 2007.)