ZusammenfassungDie Ökonomisierung bzw. die Kommerzialisierung des Sports ist ein langfristiger Prozess, der sich bereits seit der Wende zum 20. Jahrhundert vollzog und unterschiedliche Sportarten in unterschiedlichen Entwicklungsphasen und Geschwindigkeiten erfasste. Sportartikelunternehmen wie adidas beschleunigten diese Entwicklung nach dem Zweiten Weltkrieg, indem sie anlässlich sportlicher Großereignisse wie Olympischen Spielen oder Fußball-Weltmeisterschaften intensive Kontakte und Netzwerke zu Spitzensportlern und Funktionären aufbauten. Dabei ging es zunächst um die individuelle Ausrüstung der Sportler mit Schuhen und Kleidung, seit den 1960er Jahren dann auch um (...) Promotionverträge bei denen – in West- wie in Osteuropa – Geldzahlungen eine zunehmend wichtige Rolle spielten. Eine solche Vermarktlichung – also die Gestaltung von Prozessen, die bislang über den Staat oder bürokratische Strukturen und nun zunehmend über den Markt geregelt wurden (Ahrens et al. 2015: 395f.) Ökonomisierung, Kommerzialisierung und Vermarktlichung sind verwandte Begriffe, die z.T. auch synonym benutzt werden. Siehe dazu jüngst Graf (2019)., was im Vergleich zu anderen gesellschaftlichen Subsystemen durchaus eine Art „Normalisierung“ darstellte, erreichte spätestens in den 1980er Jahren und mit der massenmedialen Verbreitung des Sports neue Dimensionen, die wiederum mit Hilfe von adidas unter Horst Dassler in Kooperation mit dem IOC und der FIFA vorangetrieben wurden und die Grundlagen einer Kommerzialisierungsspirale legten, deren Auswirkungen bis in die Gegenwart reichen. (shrink)

This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it (...) aims to resolve to some extent the conundrum of Nike’s more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus offering an explanation for Nike’s triumph in competition with Adidas in China. (shrink)

O marketing esportivo, que movimenta bilhões de dólares em todo o mundo, assumiu um novo perfil com a entrada em campo das mídias sociais. A gestão das marcas nestes espaços virtuais exige agilidade, pró-atividade e sobretudo disposição para interagir com os consumidores. Este estudo analisa as estratégias da Nike e da Adidas no Facebook e no Twitter durante a realização da Copa do Mundo de 2014 no Brasil e conclui que, apesar da tradicional agressividade das marcas no mercado, a (...) apropriação deste espaço ainda se faz de modo tímido e nem sempre adequado pela ausência de uma cultura digital de comunicação. (shrink)

© The Author. Published by Oxford University Press on behalf of the Oxford Centre for Islamic Studies. All rights reserved. For Permissions, please email: [email protected] starting point of the book is the assessment of discrimination against Muslim immigrants in French society. The first part presents the results from several surveys that illustrate the negative opinions as well as the discriminatory practices against Muslim immigrants. The second part reviews the characteristics of Muslim immigrants that fuel the discrimination and negative opinions, mainly (...) their religious practices, their gender relations, and their poor competence with the French language.Although this kind of investigation is needed, it rests on two main ideological assumptions that severely weaken its relevance. First, why do the authors claim an investigation into Christian-heritage countries, when the focus is on France? The particularity of French laicity... (shrink)

This paper examines the difficulties of dealing with child labour in the supply chain. It begins by identifying a number of the factors which make global supply chains so difficult to manage. It goes on to outline a framework of different approaches that can be taken to managing the supply chain with relation to child labour, moving from national and international regulation, through to the role of NGOs and the companies themselves. Focusing on an ‘engagement’ strategy for dealing with child (...) labour, the paper traces a case study of Adidas‐Salomon and its attempts to implement their ‘standards of engagement’ in this area with relation to one of their supplier factories in Vietnam. The research draws on the direct involvement of one of the authors who visited the site and was able to interview staff and observe the operation in practice. Her findings are supported by wider work on the implementation of corporate approaches to human rights at a range of companies interviewed by another of the authors. The paper aims to highlight the issues needing to be addressed for companies considering the ‘involvement’ approach to child labour. It also aims to develop theory on our understanding of different approaches to corporate rights. (shrink)

Non-governmental organizations increasingly hold firms responsible for harm caused in their supply chains. In this paper, we explore how firms and NGOs talk about cosmopolitan claims regarding supply chain responsibility. We investigate the language used by Apple and a group of Chinese NGOs as well as Adidas and the international NGO Greenpeace about the firms’ environmental responsibilities in their supply chains. We apply electronic text analytic methods to firm and NGO reports totaling over 155,000 words. We identify different conceptualizations (...) of cosmopolitanism in this discourse: a legalistic approach to cosmopolitanism for Apple and a group of Chinese NGOs and a moralistic approach for Adidas and Greenpeace. We argue that these differences connect to the roles that the firms are expected and perhaps willing to take in SCR: legalistic discourse connects to a governmental function of rule development and enforcement; in contrast, moralistic discourse connects to a citizenship function that focuses on doing good to the global community. We discuss implications for companies’ non-market strategies and future research. (shrink)

This paper examines the difficulties of dealing with child labour in the supply chain. It begins by identifying a number of the factors which make global supply chains so difficult to manage. It goes on to outline a framework of different approaches that can be taken to managing the supply chain with relation to child labour, moving from national and international regulation, through to the role of NGOs and the companies themselves. Focusing on an ‘engagement’ strategy for dealing with child (...) labour, the paper traces a case study of Adidas‐Salomon and its attempts to implement their ‘standards of engagement’ in this area with relation to one of their supplier factories in Vietnam. The research draws on the direct involvement of one of the authors who visited the site and was able to interview staff and observe the operation in practice. Her findings are supported by wider work on the implementation of corporate approaches to human rights at a range of companies interviewed by another of the authors. The paper aims to highlight the issues needing to be addressed for companies considering the ‘involvement’ approach to child labour. It also aims to develop theory on our understanding of different approaches to corporate rights. (shrink)