Psychology of Business - Nike She Runs - 1414 Words

A Psychological Perspective Synopsis Exam Exam Question: â€Å"Today business and organizations have to function within a globalized, diverse, highly competitive and rapidly changing market. This calls for new approaches, strategies, organizations and understandings. Based on a relevant case/problem, account for and discuss how a psychological perspective can qualify those.† Hand in date: 8th May 2014 Julie Ingemann Jensen 3 Pages Copenhagen Business School 2014 Nike currently stands as a dominant leader in the global athletic retail industry. Particularly amongst females Nike is seen as a popular choice for apparel yet has had trouble solidifying itself as a top choice for footwear, with competitor ASICS seen as the preferred†¦show more content†¦This has allowed the She Runs campaign to be successful in securing more active participants in the brand community and ultimately growing Nike’s customer base. Part of Nike’s mission statement explains, â€Å"If you have a body, you are an athlete† (Nike, 2013). The She Runs campaign is in line with this mission statement, as they encourage all types of women to get involved and inspire them to discover their own athletic potential. This motivates women to consider themselves as athletic, modifying their self-schema and therefore shaping their behaviours, perceptions and motivations in favour of the Nike brand. Social Psychology, Culture and Attitudes Nike identified that women have a tendency towards self-handicapping behaviour. Women perceive running in groups as competitive and intimidating, leaving them to overcome running fears and goals in isolation (AdNewsAus 2013). This is greatly contrasted to the female stereotype and inclination to discuss and partake in shared experiences (MarketingMag 2013). Nike recognised this behaviour and turned it into an opportunity through the formation of the She Runs community. Due to the need of belonging, women have conformed to the actions of those in their reference group both on and offline in the campaign. Women are connected to those that share their aspirations, beliefs, attitudes and their ‘ideal self’. This community continues to grow due to conformity and how individuals matchShow MoreRelatedComplete Project on Nike16139 Words   |  65 PagesA SUMMER TRAINING REPORT ON MARKETING STRATEGY OF NIKE AT â€Å"NIKESHOES INDUSTRIES LIMITED† SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) TRAINING SUPERVISOR SUBMITTED BY SESSION 2005-2008 ACKNOWLEDGEMENT The present work is an effort to throw some light on Marketing Strategy of Nike at â€Å"Nike Industries Limited†. The work would not have been possible to come to the present shape without the able guidance, supervision and helpRead MoreMarketing Concept Is International And Used By Establishments Throughout The World2054 Words   |  9 Pagesto go for their morning run, and a company such as Nike has come out with a new pair of running sneakers that need to be sold, there are two people with unsatisfied needs. Both parties have needs that they are willing to fulfill. The person with the need for running sneakers has the time and the money to go to the store and buy the sneakers or go online and order the sneakers and Nike wants the sneakers to be sold and has made purchasing convenient for the customer. Nike communicates its desire toRead MoreHuman Resource Intercountry Differences when going International4958 Words   |  20 Pagesthat cause that the personnel remains in the organization. The following work will attempt to answer the question Can Inter-country differences affect HRM. 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