"Reebok International"

Paper Summary:

Reebok International is a sports and fitness company which has struggled against its primary competitor, Nike, during the 1990s. Although Reebok was highly successful in the 1980s, the maturing of the industry in the early 1990s proved a challenge which Reebok was unable to meet successfully. The company has recently taken steps to create a new image for itself through focusing on sports rather than just fitness. Examples of this shift in strategy include sponsoring entire teams and leagues rather than just individual athletes.

From the Paper:

"Executive Summary

Reebok International is a sports and fitness company which has struggled against its primary competitor, Nike, during the 1990s. Although Reebok was highly successful in the 1980s, the maturing of the industry in the early 1990s proved a challenge which Reebok was unable to meet successfully. The company has recently taken steps to create a new image for itself through focusing on sports rather than just fitness. Examples of this shift in strategy include sponsoring entire teams and leagues rather than just individual athletes.

The company's financial condition remains weak relative to Nike, but the company has taken steps through downsizing and reorganization designed to make it stronger. The company is not in imminent danger financially, and its performance may be enhanced by its new ..."

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