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‘Alarmingly for Adidas, Nike has caught up in its core western Europe
market, and may overtake it in the short term,’ says Natasha Cazin,
senior analyst at Euromonitor International.
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Case Study
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Case Study
Discussion questions:
1. Why is Adidas focusing on the US market?
2. Why has Adidas seemingly lost ground to Nike?
3. Should Adidas only benchmark itself against Nike? What steps
should it follow when conducting benchmarking activities?