Cross-cultural issues in every operation and management of multinational companies have encountered. Adidas, Nike and Reebok are the biggest competitors in Europe. Europeans favor the production of all the European continent. Nike, Adidas to begin using this powerful offensive. In addition, the Nike Jordans are expensive, priced as high as 80-200 dollars per pair, so that some Europeans can not accept. On this point, Nike deliberately fathom the psychological characteristics to meet the Europeans. Youth well advertised, such as France, the Americans put a price tag on the shoe to meet the French youth as peers. Dutch people over the age of 25 like to wear white sneakers, 25 years of age are like colorful shoes, Nike to distinguish treatment.
Differences in European and American cultural traditions to the United States and also making some Europeans hated goods. Paris, France, a fashion design school contact Ms. Li is extremely offensive to wear shoes, she said: "It was fall, not shoe is one, and the most appalling is wearing shoes," another person wearing Italian Air jordan shoes women's work "ugly." But, like Disneyland and American movies, American culture in the great market of Europe, Nike is using the U.S. image building in Europe, "sports shoes family." Nike's Jordan shoes strategy for the international market is key, Knight said, we are acutely aware, a few years, the company conducted business in foreign countries than in large multi-national. The problem is that even if the current foreign sales of Nike's total sales accounted for 1 / 3, but only to carry out these operations office machines by simply imitating the United States realized. Companies have to go to football and other international sports projects to open up the market. Knight worry overseas, Nike shoes are the loss of their authentic, working-class image. This is all attributed to ignore the marketing and sale of body loose. Foreign retailers are complaining that Nike has always been high-handed early in order to force them to Nike shoes, and only U.S. retailer to get used to this approach.