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From blockchain to the metaverse: the impact of emerging techonologies on the world of sports and sportwear brands - Nike case of study

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Bounameau, Robin ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 4-Sep-2023/8-Sep-2023 • Permalink : http://hdl.handle.net/2268.2/18728
Details
Title : From blockchain to the metaverse: the impact of emerging techonologies on the world of sports and sportwear brands - Nike case of study
Translated title : [fr] DE LA BLOCKCHAIN AU MÉTAVERS : L'IMPACT DES TECHNOLOGIES ÉMERGENTES SUR LE MONDE DU SPORT ET DES MARQUES DE VÊTEMENTS DE SPORT - ÉTUDE DE CAS NIKE
Author : Bounameau, Robin ULiège
Date of defense  : 4-Sep-2023/8-Sep-2023
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Lesuisse, Cyrille 
Language : English
Number of pages : 88
Keywords : [en] Blockchain
[en] Web 3.0
[en] Metaverse
[en] NFT
[en] Nike
[en] Cryptocurrency
[en] Phygital
[en] Sport
[en] Fan tokens
[en] AI
[en] Innovation
[en] Adidas
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
Student
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] This thesis examines the impact of these innovative technologies on the digital and commercial
strategy of a sports equipment company like Nike.
Based on a specific Nike case study, the aim is to analyse how these technologies have truly influenced its global business strategy as well as the specific return on investment.
This research highlights Nike's ability to stand out in a context of increasing competition and
technological uncertainty by effectively integrating these innovative technologies into its strategy.
However, many challenges remain, not only for Nike's future, but also for other players in the sector. The global impact of Nike's investments will only be assessed over time but Nike has already established itself as an undisputed leader, already reaping the rewards of its innovative strategy.
One thing stands out more than ever from this analysis, and major companies such as Nike are well aware of it: the constant adaptation of their strategy and processes in the face of various
environmental changes and technological innovations is becoming an almost vital obligation. For a commercial enterprise, not daring to innovate is probably the best way to fall behind the competition in a way that is hard to make up.


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Author

  • Bounameau, Robin ULiège Université de Liège > Master sc. gest., à fin.

Promotor(s)

Committee's member(s)

  • Lesuisse, Cyrille
  • Total number of views 17
  • Total number of downloads 8










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