NIKE in Transition (B): Phil Knight Returns

Christopher A. Bartlett

Case | HBS Case Collection | May 1992 (Revised May 2002)

NIKE in Transition (B): Phil Knight Returns

Abstract

After returning to the CEO/COO job, Phil Knight makes changes to Nike's strategy, organization, and management between 1983 and 1987 aimed at making Nike more responsive to the market place. He takes cost-cutting measures, and experiments with several management and organizational changes. After much strife within the company, Knight ends up with a hybrid matrix, a new group of managers, and a new strategy. Has Knight made the right choices? Has he squashed Nike's entrepreneurial culture? Is Nike poised for recovery?

Keywords: Change; Entrepreneurship; Cost Management; Growth and Development Strategy; Brands and Branding; Organizational Change and Adaptation; Business Strategy;

Format: Print

22 pages

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Bartlett, Christopher A. "NIKE in Transition (B): Phil Knight Returns." Harvard Business School Case 392-106, May 1992. (Revised May 2002.)

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NIKE in Transition (B): Phil Knight Returns

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