Tuesday, April 25, 2006


Nike, Google, Yahoo and Adidas

Continuing on my reflections on the link between Nike and Google with the launch of Joga community.

I saw this website that features Adidas and Google Earth. Clearly, Google wants to be linked to both Nike and Adidas (guess whose importance is higher in these relationships!).

It raises interesting issues for co-branded marketing in the network era. Specifically, how to navigate multiple seemingly contradicting links withintightly embedded networks with blurring distinctions among the roles of suppliers, partners, customers, competitors and complementors. What makes this more important is that the roles of companies change over time. A partner today may be a competitor tomorrow. A customer today may become a competitor tomorrow.

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