TUTORIAL 1

Nike US “Dream Crazier” (2019)

• Dream Crazier shines a spotlight on female
athletes who have broken barriers, brought
people together through their performance
and inspired generations of athletes to chase
after their dreams.
• The ad is the beginning of the brand's
celebration of women in sports leading up to
the FIFA Women's World Cup in France in
summer 2019.
• Tapping Serena Williams to star in and narrate
the spot will likely earn the campaign extra
https://youtu.be/QRTjVE-0qAM buzz and help Nike better engage with key
consumers, as Williams has historically been
a strong advocate for women and is one of
the most well-known figures in sports. 2
Nike China “Further Than Ever” (2019)
• In China, three out of four female athletes drop
out of sports by the time they are 17.
• Nike wanted to provocatively communicate the
true stories of real female athletes who
overcame limitations to become the world-
class athletes they are today, helping to
encourage future generations.
• “An international brand paying tribute to
Chinese female athletes in a hyperlocal,
provocative and hyper-relevant way was
hugely sharable on social, and it caught the
attention of local media outlets, helping to
spread Nike’s POV and advocate for female https://youtu.be/yeMXmTPDonM
athletes’ place in China.” 3
Hofstede’s Cultural Dimension Scores – China vs US

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Discussion 1 – Nike’s Ads Targeted at Women

1. Explain the differences in the content of the two ads by referring to the
Hofstede’ cultural dimension scores for China and US.

2. Do you think Nike has adopted a globalized, localized or glocalized

advertising strategy?

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IKEA Entered Japan in 1970s

https://www.researchgate.net/publication/
228118841_International_Expansion_Through_Flexible_Replicati
on_Learning_from_the_Internationalization_Experience_of_IKEA
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The Uppsala Internationalization Model

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Discussion 2 – IKEA’s Back in Japan

1. Explain why IKEA’s first attempt to the

Japanse market had failed by
referring to the Uppsala
Internationalization model.

2. What has IKEA done correctly on its

re-entry to the Japanese market?

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Discussion 3 – Marks and Spencer’s Success In India

Read the article “Marks & Spencer knows

what women want”

Which approach of the EPRG framework

did Marks and Spencer used for the India
market? Explain your answer.

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The EPRG Framework

• Ethnocentric – Focus on the home

country
• Polycentric – Approach different
countries with different strategies
• Regiocentric – Approach different
regions with different strategies
• Geocentric – The world is one
market

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