Professional Documents
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A Dissertation Report On
A Dissertation Report On
OF
ADIDAS
1
INTRODUCTION OF ADIDAS
Although urban legend has it that the word "Adidas" is an anagram of the phrase "all day
I dream about sports," the athletic wear company gets its name from its founder, Adolph
"Adi" Dassler. He and his brother founded the company that would become a worldwide
brand, but their history as members of the Nazi Party isn't as well known.
In 1920, at the age of 20, avid soccer player Adolph (Adi) Dassler, son of a
cobbler, invented spiked shoes for track and field. Four years later Adi and his brother
Rudolph (Rudi) founded the German sports shoe company GebrüderDassler OHG—later
known as Adidas. T
By 1925 the Dasslers were making leather shoes with nailed studs and track shoes with
hand-forged spikes.
Beginning with the 1928 Olympics in Amsterdam, Adi's uniquely designed shoes began
to gain a worldwide reputation. Jesse Owens was wearing a pair of Dassler's track shoes
when he won four gold medals for the US at the 1936 Berlin Olympics.
At the time of his death in 1959, Dassler held over 700 patents related to sports shoes and
other athletic equipment. In 1978, he was inducted into the American Sporting Goods
Industry Hall of Fame as one of the founders of the modern sporting goods industry.
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The Dassler Brothers and World War II
During the war, both Dassler brothers were members of the NSDAP (The National
Socialist German Workers' Party) and eventually even produced a weapon called
The Dasslers both joined the Nazi Party prior to the war, and Adi supplied shoes to the
Hitler Youth movement, and to German athletes at the 1936 Olympics. It's also believed
that AdiDassler used Russian prisoners of war to help at his factory during the war since
The Dasslers had a falling out during the war; Rudolf believed Adi had identified him as
a traitor to American forces. In 1948, Rudi founded what would later become Puma, a
In the 1970s, Adidas was the top athletic shoe brand sold in the US. Muhammad Aliand
Joe Frazier were both wearing Adidas boxing shoes in their "Fight of the Century" in
1971. Adidas was named the official supplier for the 1972 Munich Olympic Games.
Although still a strong, well-known brand today, Adidas' share of the world sports shoe
market dropped over the years, and what began as a German family business is now a
corporation (Adidas-Salomon AG) combined with the French global concern Salomon.
In 2004 Adidas bought Valley Apparel Company, a U.S. company that held licenses for
outfitting more than 140 U.S. college athletic teams. In 2005 Adidas announced that it
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was purchasing the American shoemaker Reebok, which allowed it to compete more
directly with Nike in the U.S. But the Adidas world headquarters are still located in
Recent Years
The slogan and the company both goes along with each other as it says, ―Impossible is
nothing.‖ For some decades now, the company is in harmony with sports figures and
clubs. No wonder it has risen from sports figures to daily household images and general
people.
The sporty attitude and athletic prowess have been its identity right from the dawn of its
establishment. It‘s has grown with more innovative ideas and focused on creating brand
The first ever sportswear adidas ever made was for FranzBeckenbauer in 1967
Figures like ZinedineZidane, Michael Ballack, and Allyson Felix have been associated
with adidas. Sports like football and other games like Basketball, Golf, Tennis, Cricket,
Rugby, Skateboarding, and Gymnastics have barely gone without adidas' involvement.
One of the main focuses of adidas is football kit and its associated equipment.
adidas supplies team kits for football teams and clubs of international repute like Bayern
Munich, A.C. Milan, Chelsea and Real Madrid. Apart from that, the company‘s strategies
have also focused on more successful players, innovative public focused brands, and
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brand extension. Along with the football kits, the company also distributes referee kits
With over 1000 stores around the world, the company has risen to extreme heights of
success. It has been successful in creating an influential marketing with advertising and
The fact is that adidas not only has become the image of sports fashion and attitude, but
the has presented a unified image of sports, street, music, pop- culture, and other fashion
statements, creating its significant existence through its good communication strategies.
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LITERATURE
REVIEW
6
LITERATURE REVIEW
Peter and Olson, (1993) mention that interactions between the people‟s
purchase products for personal use and not for business purposes.Cyert
(1956) may have been the first to observe that a number of managers in
addition to the purchasing agents are involved in buying process, and the
and Win 1967). Webster and Wind (1972) famously identified five buying
(Webster and wind, 1972). Further categories have been suggested as the
(Wilson, 1998). The product purchase decision is not always done by the
user. The buyer necessarily purchases the product. Marketers must decide at
whom to direct their promotional efforts, the buyer or the user. They must
identify the person who is most likely to influence the decision. If the
cues, and are able to shape their marketing strategies accordingly (Kotler,
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behavior that the customers display in searching for purchasing, using,
evaluating and disposing of products and services that they expect will
goods and service including the decision process that precede and determine
these acts.
The purpose of this study is to determine the brand perception of six athletic
brands. The review of literature will concentrate on the six selected brands
and explain the advertising and media promotion that each company has
provided to the public. Consumers often base their perception about a brand
from both use of the particular brand but also are influenced by the
It is suggested that there are three stages that allow consumers to perceive
brand image, which often occurs during market entry. Elaboration is the
During this stage, positioning strategies should focus on enhancing the value
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company. Although fortification is the final stage, Park, Jaworski, and
MacInnis suggest that the elaboration stage should continue throughout the
cues were used by consumers, which can include cues such as fabric,
how long the garment should last and the positive feeling experienced when
wearing the garment (Herbst, 2010). Given that the informational cues were
the most significant to the consumer in the purchase process, this study will
by consumers. Respondents identified that the style attribute was the most
important, followed by price, retail store, and lastly, brand. It was also
concluded that there is a relationship between age and style as well as age
and brand (North, 2010). The six athletic brands selected for the study are
Nike, Adidas, Champion, Puma, Under Armour and Athleta. Each of these
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the company provides in their websites and media
headquarters are still located to this day. The company considers itself to
engaging athletes and fashionist as with their distinct and versatile products.
160 countries, we produce more than 778 million product units every year
Official Website‖, 2017). Adidas also prides itself on each of their internal
add to the value of their product. The guiding principles in which Adidas
Adidas Group strives to be the global leader in the sporting goods industry
with brands built on a passion for sports and a sporting lifestyle‖ (―Adidas
Adidas has further been adopting in recent years, featuring celebrities such as
Snoop Dawg. The term ―all original‖ featured refers to the original,
throwback styles that Adidas began the company by producing. These styles
have become retro in a sense and are being seen as lifestyle products today.
10
COMPANY
PROFILE
11
COMPANY PROFILE
INTRODUCTION
Adidas has its roots in Germany but we are a truly global company. Around
the world we employ over 57,000 people. Employees from about 100 nations
Sports‘. Every year we produce over 900 million sports and sports lifestyle
generated sales of € 21.915 billion. These numbers alone can easily suggest
that adidas is quite a large and also multifaceted organization. True. But we
keep things simple, lean and fast. And we will use this approach now to give
Being the 61th ranked brand amongst the World‘s Most Valuable Brands and
the leader in the world market. adidas is world renowned for its sports-
related products like sports clothing, shoes, bags, shirts, watches, eyewear
Founders
Adolf "Adi" Dassler established a shoe factory along with his brother in 1924 and named
The brothers parted ways to form two different companies on their accord, adidas and
Puma. Today it has truly lived up to its tagline ―Impossible is Nothing‖ having earned
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€14.88 billion and ranking itself as the second largest sportswear manufacturing company
Founded : 1949
Sector : Public
Country : Germany
Website : adidas-group.com
This is where we come from, everything we do is rooted in sport. And sport plays an
increasingly important role in more and more people‘s lives, on and off the field of play.
Sport is central to every culture and society and is core to an individual‘s health and
happiness. Therefore, we believe that, through sport, we have the power to change lives.
This core belief guides the way we run our company, how we work with our partners,
how we create our products, and how we engage with our consumers.
WE PLAY TO WIN
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Athletes will not settle for average. And neither do we. We have a clear mission: To be
the best sports company in the world. Every day, we come to work to create and sell the
best sports and fitness products in the world, and to offer the best service and consumer
experience.
OUR BRANDS
Mission Statement
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Mission Guiding Principles remind us of what is important. Performance calls for focus
and dedication. This is why we have set ourselves Guiding Principles to make sure we
stay on the right track. They remind us of what is important. We are committed to
continuously strengthening our brands and products to improve our competitive position.
We are consumer-focused and therefore we continuously improve the quality, look, feel
and image of our products and our organisational structures to match and exceed
consumer expectations and to provide them with the highest value. We are innovation
and design leaders who seek to help athletes of all skill levels achieve peak performance
Vision Statement
We are innovation and design leaders who seek to help athletes of all skill levels achieve
peak performance with every product we bring to market. We are consumer focused and
therefore we continuously improve the quality, look, feel, and image of our products and
our organizational structures to match and exceed consumer expectations and to provide
them with the highest value. We are a global organization that is socially and
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Values
Performance
Passion
Integrity
Diversity
OUR MISSION
STRATEGY
We‘re all ‗Creating the New‘ – because we believe that, through sport, we have the
Everything we do is rooted in sport. The good news is that sport plays an increasingly
important role in more and more people‘s lives, on and off the field of play, so we
and services to drive brand desire and capitalize on the growth opportunities in sport as
well as in sports-inspired casual and activewear. However, the importance of sport goes
far beyond that. Sport is central to every culture and society and is core to an individual‘s
health and happiness. Therefore, we believe that, through sport, we have the power to
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change lives. And we work every day to inspire and enable people to harness the power
ON A CLEAR MISSION
We want to be the best sports company in the world. What does that mean? Well, to us
‗best‘ means that we design, build and sell the best sports products in the world, with the
best service and experience, and that we do so in a sustainable way. But ‗best‘ is also
what our consumers, athletes, teams, partners, media and shareholders say about us.
‗Creating the New‘ is not only the attitude that leads us into the future, it is also the name
of our strategic business plan until the year 2020 to accomplish our mission. At the core
of Creating the New stands our ambition to further drive top- and bottom-line growth by
connect and engage with our consumers – to deep dive into the world of our core brands
adidas
Reebok
We know that, in order to be successful, we need to get closer to our consumers than ever
before. To achieve that, our plan is based on three strategic choices: Speed, Cities and
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Open Source. For more information around these three choices, please scroll further
down.
But ultimately, Creating the New has its powerful foundation in our unique corporate
culture. We have great talents in our organization who work with passion for sports and
our brands. It is our people that bring our strategy to life and make the difference in
achieving our long-term goals. To read more about our culture at adidas click here.
Our business plan is built around three strategic choices that will enable us to focus even
Speed – How we deliver: Putting our consumers at the heart of everything we do and
serving them in the best possible way means that we need to ensure that they always find
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fresh and desirable products where and when they want them. We will become the first
global population lives in cities. Cities are shaping global trends and consumers‘
perception, perspectives and buying decisions. We have identified six key cities in which
we want to over-proportionally grow share of mind, share of market and share of trend:
Open Source – How we create: This is all about collaboration and innovation. About
learning and sharing. We are opening the doors of our brands inviting athletes, consumers
and partners to co-create the future of sport and sports culture with us.
To foster our brand momentum and accelerate sales and earnings growth, we introduced a
number of initiatives that we will focus on in addition to the three strategic choices and
our corporate culture – Portfolio, North America, Digital and ONE adidas.
Portfolio: This is all about more focus and less complexity. We are constantly revisiting
and sharpening the focus of our brand portfolio, fully concentrating on adidas and
Reebok and on our core competencies in footwear and apparel. This will allow us to
reduce complexity and pursue our consumer in a more targeted and consequent way.
adidas North America: North America represents the biggest market in the sporting goods
industry with a total share of approximately 40%. It is the single biggest growth
opportunity for the adidas brand. That is why we have made North America a strategic
priority and started to significantly increase our investments into our US business –
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people, infrastructure, marketing and point-of-sale – in order to be more relevant and
Digital: The digital transformation is fundamentally changing the way our consumers
behave and the way we work. Technology has enabled us to build more direct
relationships with our consumers. With our relatively young workforce we are in the
unique position to continuously improve our digital capabilities – not only to interact
with the consumer, but also to become faster, better and more efficient in every part of
the organization.
encompasses a set of initiatives that will enable us to work smarter, more efficiently and
in a more aligned way. Because we know that when we act as one global company
The adidas brand has a long history and deep-rooted connection with sport. Everything
we do is rooted in sport. This is what ‗The Badge of Sport‘ stands for as a brand mark.
Our broad and diverse sports portfolio, from major global sports such as football and
running, to regional heartbeat sports such as American football and rugby, has enabled
the brand to transcend cultures and become one of the most recognized and iconic global
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The adidas brand‘s mission is to be the best sports brand in the world, by designing,
building and selling the best sports products in the world, with the best service and
experience.
CONSUMER OBSESSION
Everything at adidas reflects the spirit of our founder AdiDassler. His main objective
back in those days already was to make athletes better and still today the consumer is at
science expertise, we cater for all, from elite professional athletes and teams to any
individual who wants to make sport part of their lives. We believe that, through sport, we
have the power to change lives. We are obsessed with helping athletes of all levels to
adidas is the original sports brand, driven by innovation and a bias to action. We are
creators, makers and doers. Creativity is what fuels us – whether it's on the field, on the
Right at that border of sport and creativity we constantly strive to come up with the next
innovation and original product to make athletes better. But we are not doing all that
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behind closed doors. We are opening our company up for endless opportunities and
creativity, calling all creators and inviting them to take part, to explore new territories and
No matter how serious you are about sports – a sporting lifestyle does not end in the
locker room. adidas has been at the forefront of defining sports culture since they first
applied stripes to leather, more than 65 years ago. In 2001, adidas introduced Originals –
a lifestyle brand marked by the iconic Trefoil logo that draws inspiration from adidas‘
rich archives and legacy. Combining contemporary youth culture with the kind of
creativity and courage found on courts and in sporting arenas, Originals strives to forever
remain innovative and authentic. Led by those that continue to shape and define creative
culture, adidas Originals lights the way as the pioneering sportswear brand for the street.
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CORE – ACCESSIBLE SPORTSWEAR FOR ALL
adidas Core exists to enable anyone to harness the power of sport in their game, in their
lives and in their world – anyone, anywhere, always. We are calling it accessible
sportswear for all since it is deeply rooted in the adidas core belief that through sport we
It is about telling a story based on inclusiveness, ambition, innovation, quality and style.
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SWOT ANALYSIS OF ADIDAS
Adidas
Adidas STP
Young men ,women and children who have passion for fitness and
Segment sports
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1. Adidas company has a long heritage and high brand value since
1924.
recognized.
ambassadors
25
1. To keep up with the competition, Adidas generates close to 60
2.The company can venture into making more stylish designs and
cuts
competition
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COMPETITORS
Nike
Nike Inc. was incorporated in 1969 that designs, manufacture, market and sells sports
footwear, apparel and other related accessories and services. Nike Brand, Converse,
Hurley and Jordan Brand are the portfolio brands of the company. Nike is a great success
through its product innovation and superior quality. Nike is the Top competitor of
Adidas.
PUMA
PUMA is worth mentioning and one of the strong Adidas competitors. The reason is that
once Puma and Adidas were operated under the brand name
deteriorated and separate the entity in to two companies Adidas and PUMA. Now PUMA
PUMA designs and manufactures, distributes and sales lifestyle and sports products i.e.
footwear, apparel and other related accessories. PUMA brand categories consist puma,
tretorn and cobra golf. Both Scandinavian Tretorn Group and Cobra Golf were acquired
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Under Armour
The third in the competitor list is Under Armour. Another successful brand in the
category of sports, footwear and casual apparel founded in 1996. The company shows
great commitment and become leader in the apparel and footwear industry. According to
the company annual report, it the business activities of UA is to develop, market and
distribute footwear, performance apparel and related accessories for women, men and
youth. From youth to professionals, Under Armour products are worn by athletes and
active lifestyle consumers. Its 66% revenue was generated by apparel products and by
region and North America produced 76% revenue. Without any doubt Under Armour is a
New Balance
presence in the United States and United Kingdom. This company products are more
expensive than its competitors like Adidas, Nike and Under Armour. The reason behind
premium pricing is the product quality and technology integration also because USA and
UK consumers always prefer high quality products. New Balance is a tough competitor
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ASICS
ASICS founded in 1949 with the committed to contribute to society through sports.
goods. The ASICS target market is United States, Australia and United Kingdom. The
ASICS announced an online platform for Indian market in December 12, 2018. In 2011
the ASICS replaced Adidas and became official kit manufacture for Cricket Team of
FILA
Fila is a Korean based sport company that manufactures and distributes both sports and
leisure footwear and apparel. Fila is a good choice for middle class people who are the
major population of any society. Fila has a rich background and remained an important
part of several sponsorship e.g. Australian cricket team, Korean football team and many
other. The company regularly sponsors events and many athletes and sports personalities
Hanesbrands
Hanesbrands is an American apparel brand that designs, manufacture and sells different
type of apparels to men, women and youth. There are four basic segments of the
target market is United Kingdom, Italy, France, Spain and Germany. In the apparel
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Foot Locker
Foot Locker is another competitor of Adidas brand. Foot Locker is an American athletic
footwear and apparel retailer situated in New York City, They are operating two different
segment. The athletic storesthrough retails and direct to consumer segments through its
website
and catalogue. It has more than 3000 stores that are located in United Stated, Canada,
Asia, Middle East and Europe. The company showed great commitment and ranked 348
on fortune500 list.
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RESEARCH
METHODOLOGY
31
RESEARCH OBJECTIVE
To know the personal views of the people regarding various branded shoes.
To study which branded shoe is mostly preferred by people as per their choices.
Find out factors influencing the people at the time of purchasing shoes such as
INSTRUMENTS USED
Primary data collected through sample survey from the selected elementsin malls and
super markets. So for this purpose I have most popular tool of primary data collection
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METHOD OF DATA COLLECTION
a) Primary Data:
primary data are those, which are afresh and for thefirst time and this happen to be
original in character.
b) Secondary Data:
secondary data are those data which have alreadybeen collected by someone else and
which have already been used as per required.There are basically two sources to collect
secondary data)
Internet
After only keeping in mind one can think about what type of data has to becollected
during research as our research is concerned I have to gather primary data for customer
preference.
SAMPLING PLAN
SAMPLE SIZE:-100
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PRIMARY DATA:-QuestionnaireInterview
TYPE OF RESPONDENT:-Students
RESEARCH INSTRUMENTS
QUESTIONNAIRE DESIGN:
As the questionnaire is self administered one, the survey is kept simple anduser friendly.
Words used in questionnaire are readily understandable to allrespondent.I have made the
questionnaire in which questions are according to theresearch and these are convenience
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DATA ANALYSIS AND
INTERPRETATION
35
Q1. WHICH BRAND DO YOU PREFER?
Adidas 36 36
Puma 26 26
Nike 28 28
Others 10 10
40
35
30
25
20
15
10
0
Adidas Puma Nike Others
COMMENT: most of the people prefer to wear shoes of Adidas brand. The second most
YES 98 98
NO 2 2
NO
YES
COMMENT: Most of the people in surveyed region were satisfied with their brand.
Some people dissatisfied because of price, quality, etc. of the product. Hence, it state that
customer demand something more and their expectation from their brand is high.
37
Q.3 ARE YOU SATISFIED WITH THE PRICE RANGE?
YES 64 64
NO 19 19
NO COMMENT 17 17
YES
NO
NO COMMENT
COMMENT: Price does not seem any obstacle in the way of consumers. Most of the
people were happy with given price. If the company add some new features with the
38
Q.4 IF PRICES OF YOUR PREFERED BRAND INCREASES WILL YOU
PURCHASE AGAIN?
Same brand 58 58
Cheaper brand 16 16
60
50
40
30
20
10
0
Same brand Cheaper brand Any other brand
COMMENT: increment in price affects the trend and market of the ―branded sports
shoe‖.
Most of the people will stick to their brand as this shows they are more loyal towards
their brand.But some people will go for new brand at lower price if the price of their
brand increases.
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Q.5 HOW DO YOU CONSIDER THE IMPORTANCE OF SPORTS SHOES?
Comfort 68 68
Price 4 4
Durability 16 16
Use in sports 10 10
Any other 2 2
70
60
50
40
30
20
10
0
Comfort Price Durability Use in sports Any other
COMMENT: the main ground shoe being purchased is the comfort of the shoe. This
indicates the quality preference among consumers, rather than price, durability etc. That
is the reason why the people buy the shoes even its price is high.
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Q.6 DO YOU NORMALLY SWITCH OVER THE BRAND?
YES 44 44
NO 56 56
YES
NO
COMMENT: Most of the people were not ready to switch over from their brand.As they
have trust on the quality provided by their brand. They don‘t have idea about the quality
of other brand.
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Q.7 IS THERE ANY EFFECT OF ADVERTISEMENT ON SELECTION OF
BRANDS?
YES 69 69
NO 31 31
NO
YES
0 10 20 30 40 50 60 70 80
COMMENT: Advertisement plays a crucial role in the brand selection. The brand
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Q.8 WHAT TYPE OF PROMOTIONAL TOOL YOU PREFER?
Lucky Coupon 11 11
Free gift 14 14
Discount 60 60
70
60
50
40
30
20
10
0
Lucky coupon Free gift Discount Buy one get one free
companies promotional tools.Occational discount over the product will attract more
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Q.9 IS THERE ANY IMPACT OF CELEBRITIES ON YOUR PURCHASE?
YES 52 52
NO 48 48
YES
NO
COMMENT: Celebrities have a special impact on the mind of the consumers that affects
the purchasing sense of consumers. Hiring famous celebrities for endorsement such as
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Q.10 DO YOU THINK WEIGHT IS A FACTOR FOR CHOOSING BRAND?
YES 83 83
NO 17 17
YES
NO
COMMENT: Most of the users preferred to wear lighter shoe. The shoes which are
more comfortable to wear and lighter weight are mostly demand by the customers.
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FINDINGS
Price does not seem any obstacle in the way of consumers. Most of the people
The main ground shoe being purchased is the quality of the shoe. This indicates
the quality preference among consumers, rather than price, durability etc.
Weight proved its importance in purchasing of the shoe. Most of the users
Celebrities have a special impact on the mind of the consumers that affects the
Consumer look more brand loyal as they are not ready to leave their brand for
Most of the people do not want to leave their preferred brand at the cost of ―low
prices‖.
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SUGGESTION
Department stores are the prime sales and marketing channel for branded shoes.
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LIMITATION
A survey should involve a larger sample size otherwise the findings of the survey
cannot be generalized.
But a larger size may increase the time and cost of collecting the primary data
Some people were not willing to respond and few of them who responded were in
hurry hence the active participation was lacking. Due to which I faced difficulties
Another problem which I face was that people were hesitating to give information
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CONCLUSION
The Objective of this research paper is to study consumer buying behaviour towards
Adidas products. This research is conducted in Lucknow and a survey method was used t
Personal care sector is an integral part of the nation‘s economy withits huge potential.
The personal care industry is one of the largest consumer sectors in thecountry. The
increased and it has created a niche for leading organizations in this segment in thelast
investigate the various factors that have impact on buyingdecision of consumers. In this
paper, respondents were selected by convenient sampling methodand data was analyzed
and interpreted with the help of statistical techniques. The study revealsthat different
factors have significant influence on buying behavior. This study also contributesto the
theconsumers.
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QUESTIONNAIRE
(a) Yes []
(b) No []
(a) Adidas []
(b) Puma []
(c) Nike []
(d) Other []
(a) Yes []
(b) No []
Q.4 Are you satisfied with the price range of preferred brand?
(a) Yes []
(b) No []
(c) No comment []
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Q.5 If price of your preferred brand increases will you purchase again?
a) Comfort [ ]
b) Price [ ]
c) Durability [ ]
d) Use in sport [ ]
e) Any other [ ]
a) Yes [ ]
b) No [ ]
a) Yes [ ]
b) No [ ]
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Q.9 What type of promotional tool you prefer?
a) Lucky coupon [ ]
b) Free gift [ ]
c) Discount [ ]
a) Yes [ ]
b) No [ ]
a) Yes [ ]
b) No [ ]
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BIBLIOGRAPHY
The list of reference for the purpose of completing this marketingproject is as given
below:
BOOKS:
INTERNET:
www.google.com
www.wlkipedia.com
www.paradise.com
http://www.businessdictionary.com/definition/customer-satisfaction-survey.html
http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/
http://lexicon.ft.com/Term?term=customer-satisfaction
http://www.dho.edu.tr/sayfalar/02_Akademik/Egitim_Programlari/Deniz_Bilimleri_Ensti
tusu/Dergi/044_Emrah_Cengiz.pdf
http://www.rpgroup.org/system/files/An%20Overview%20of%20Customer%20Satisfacti
on%20Models.pdf
NEWSPAPER:
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