Essays on Evaluating Nikes TQM Strategy Literature review

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The paper "Evaluating Nike’ s TQM Strategy" is a wonderful example of  a literature review on management. Nike is a company engaged worldwide. The company headquarters near Beaverton. Being the world’ s leading supplier of athletic materials, Nike attains revenue in excess of around US$24.1 billion in its fiscal year 2012. Its employees this year are more than 44 000 worldwide. Among the sports business, Nike is a very valued organization because its value is estimated at $10.7 Billion (Aaron 2008). According to David (1991), the company was started in 1964 in January under the name ‘ Blue Ribbon Sports. ’ It became Nike officially in 1978 and the name means the Greek goddess of victory.

Nike Company has developed marketing strategies and selling philosophies that have made it the most distinguishable and demanded brand and logo tandems ever since it entered the world market. David (1991) illustrates that Nike offers a range of products and services viable to all customers with regard to are and tastes. Moreover, they are offered at a reasonable price and thus are affordable. Storbacka et al. (1994) note that due to the ever-changing character of demography, performance, competition as well as dynamic customer needs, Nike Company has taken into account the need for innovation to attain new products. Nike is the largest industry that deals in shoes and thus outshines its competitors.

It gains much profit through sales made in more than 110 nations that exist in the six continents of the world. A consumer knows the company as an overriding influence in the sports arena and thus remains their top choice in sports apparel. Total Quality Management According to Waldman (1995), the concept of total quality management embodies the effective and professional approaches used by an organization to create a social revolution in the workplace.

It is a management system that is embedded in the organization’ s strategy. It is very significant to the organization’ s performance as it leads to a progressive improvement of products and services. These result in customer satisfaction and strong customer loyalty. The company may only compete with similar companies in the industry that embraces total quality management.


Aaron, F 2008, The Story of Nike. The Creative Company.

David R. 1991, Philip Knight--running with Nike, Garrett Educational Corp

Faulkner, D & Campbell, A 2009, Oxford Handbook of Strategy, Oxford University

Press, Oxford, U.K.

Prus, A & Brandt, D 1995, Understanding Your Customers, Marketing Tools, pp. 10-14.

Storbacka, K., Strandvik, T & GrÖnroos, C 1994, Managing Customer Relationship for Profit: The Dynamics of Relationship Quality, Industrial Journal of Service Industry Management, vol. 5, pp. 21-38.

Sheth, J & Parvatiyar, A 1995, The Evaluation of Relationship Marketing, International Business Review, vol. 4, pp. 397-418.

Solomon, M 2010, Seven Keys to Building Customer Loyalty--and Company Profits, Fast Company.

Ross, J. E 1993, Total Quality Management: Text, Cases, and Readings, Boca Raton, FL, St. Lucie Press.

Spencer, B. A 1994, Models of organization and total quality management: A comparison and critical evaluation, Academy of Management Review, vol. 19, no. 3, pp. 446–71.

Turban, E 2002, Electronic Commerce: A Managerial Perspective, Prentice Hall

Waldman, D. A 1995, What is TQM research? Canadian Journal of Administrative Sciences, vol. 12, no. 2, pp. 91–94.

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