BUSINESS RIVALRIES

OUTLINE
1. Introduction:
a. Concepto de business rivalries (referencia Madura/Mankiw)
2. Puma/Adidas- Nike/Reebok:
a. Rivalidad entre Puma/Adidas → Ambas empresas alemanas,
cuyos dueños son hermanos enfrentados (película)
b. Ingresos y comparación de empresas Adidas Puma Nike (data
from osiris & sabi)
c. Pros y contras de cada uno (reference material)
d. Cosas de marketing- publicidad (buscar gastos en publicidad,
fraudes por publicidad engañosa...) y estrategias que hayan hecho
para perjudicar al resto de sus competidores (video youtube)
3. Conclusión
a. Smth like: A pesar de todo se siguen utilizando sus productos
(referencia del alto consumo de dichas marcas)

1. Reference material: (statistics)



2. Book:
 Madura, J. (2007). Introduction to business. 4th Ed. Thomson Higher Education.
https://doi.org/10.1017/CBO9781107415324.004
 Brown, S. (2016). Brands and Branding - Stephen Brown. (M. Waters, L.
Aitken, & S. Cooke, Eds.), Brands and Branding (1st Editio). London: SAGE
Publications Ltd. Retrieved from
https://books.google.es/books?id=2YOzDAAAQBAJ&printsec=frontcover&hl=
es#v=onepage&q&f=false

3. Scientific journal paper:

 Alderson, K. (2015). Conflict management and resolution in family-owned
businesses. Journal of Family Business Management, 5(2), 140-156. Retrieved
from https://search.proquest.com/docview/1720474440?accountid=14501
 Jensen, J. A., Wakefield, L., Cobbs, J. B., & Turner, B. A. (2016). Forecasting
sponsorship costs: Marketing intelligence in the athletic apparel
industry.Marketing Intelligence & Planning, 34(2), 281-298. Retrieved from
https://search.proquest.com/docview/1776674712?accountid=14501

 Alderson, K. (2015). Conflict management and resolution in family-owned

businesses. Journal of Family Business Management, 5(2), 140–156.
https://doi.org/10.1108/JFBM-08-2015-0030
 Jensen, J. A., Wakefield, L., Cobbs, J. B., & Turner, B. A. (2016). Forecasting
sponsorship costs: marketing intelligence in the athletic apparel industry.
Marketing Intelligence & Planning, 34(2), 281–298.
https://doi.org/10.1108/MIP-09-2014-0179
4. Scholarly Open Access:
 Groot, L., & Ferwerda, J. (2015). Soccer jersey sponsors and the world cup.
International Journal Of Sports Marketing & Sponsorship, 16(5), 2-19. →
World cup, teams with adidas sponsor did better than puma’s or nike’s.

5. Data bases → data from Osiris and Sabi

6. Paper at conferences proceedings:

 Acta de conferencia iberoamericana de publicidad - Adidas:
http://ciespal.org/wp-content/uploads/2015/12/Congreso-PUBLICIDAD-22-03-
2017.pdf
 Brunoe, T. D. (n.d.). Proceedings of the 7th World Conference on Mass
Customization, Personalization, and Co-Creation (MCPC 2014), Aalborg,
Denmark, February 4th-7th, 2014 : Twenty Years of Mass Customization--
Towards New Frontiers. Retrieved from https://books.google.es/books?id=HY-
4BAAAQBAJ&pg=PA358&lpg=PA358&dq=proceeding+conference+Adidas&
source=bl&ots=MMiqMTyR2N&sig=VvaI7lXm_R3Jywm4Bkjr4-
AoOYk&hl=es&sa=X&ved=0ahUKEwjFjfPotYXYAhVMWBQKHYFtBQkQ6
AEITjAH#v=onepage&q=proceeding%20conference%20Adidas&f=false

7. Press / magazines articles:

 Connolly, K. (2009). Adidas v Puma: the bitter rivalry that runs and runs | Sport |
The Guardian. The Guardian. Retrieved from
https://www.theguardian.com/sport/2009/oct/19/rivalry-between-adidas-and-
puma
 Milne, R. 2006, Fancy footwork A feud between two brothers created two of the
world's top sporting goods companies, and kicked off an era of branding and
sponsorship, London (UK). URL:
https://search.proquest.com/docview/249902029?accountid=14501
 Dougherty, C. 2005, Nike faces bigger rival as Adidas gets Reebok - The New
York Times URL:www.nytimes.com/2005/08/04/business/worldbusiness/nike-
faces-bigger-rival-as-adidas-gets-reebok.html

8. Report or technical document ( buscar referencias annual revenues y comparar)

 Annual report Adidas: https://www.adidas-
group.com/media/filer_public/a3/fb/a3fb7068-c556-4a24-8eea-
cc00951a1061/2016_eng_gb.pdf
 Annual report 2016 Puma:
http://d15v13h3408o3u.cloudfront.net/damfiles/default/investor-
relations/financial-reports/en/2016/PUMAGB2016_ENG.pdf-
6d0a9eddfd55a0523362457366b13a92.pdf
 Annual report Nike:
https://www.marketwatch.com/investing/stock/nke/financials

9. Web site: Official web pages

10. Other web resources:

 https://www.youtube.com/watch?v=2nQsCwOCtpQ
 Película: Adidas vs. Puma - That's The Name Of The Game!