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Introduction Nike produces a wide range of sports equipment. Their first products were track running shoes, tennis, soccer, and wrestling & basketball shoes. They currently also make jerseys for a wide range of sports including track & field, football, baseball, tennis, soccer, lacrosse, basketball and cricket. The most recent additions to their line are the…

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Introduction The main aim of a consumer orientation is marketing whose goal is improvement in sales volume. Market orientation can be in a behavioral or cultural perspective (Kirca, Jaychandran and Bearden, 2005, 24). The cultural view emphasizes on a firm’s norms and value that support market orientation. The behavioral definition involves the interest in enterprise…

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