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D. Morley, K. Robins (1995)
Spaces of Identity: Global Media, Electronic Landscapes and Cultural BoundariesGeographical Review, 87
A. Grainger, S. Jackson (2000)
Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New ZealandInternational Journal of Sports Marketing & Sponsorship, 2
This study examines the strategies used, and the challenges faced, by global sport company adidas as it established a major sponsorship deal with the New Zealand Rugby Football Union. In particular the study focuses on how adidas 'localised' into the New Zealand market, how they used the All Blacks as part of their global marketing campaign and, the resistance they encountered based on claims they were exploiting the Maori haka.
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Jun 1, 2001
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