Adidas Company in Sports Industry Coursework Example | Topics and Well Written Essays - 2000 words

Adidas Company in Sports Industry - Coursework Example To Adidas Company, putting too many efforts into the whole career thing and strict adhering to certain routines during life do not coincide with the overall expectations. Instead, the company is about passion and a belief that one should push own limits everywhere and all the times. It is sports as the foundation of everything that company does; it is about the redefining the benchmark for discovering and shaping the future; it is the fair play which creates the basis for company’s performance among similar businesses (Our expectations, 2015). All these considerations create the mission of Adidas Group as the company which strives to be the global leader in the provision of sports goods and the services of which are built on the passion for sports and a sporting lifestyle. Values of the company describe the desired culture, which are the promotion of sports as the foundation of all Adidas does, passion for constant moving, innovation and the improvement, the integrity approach based on such characteristics as honesty, openness, ethical and fair attitude toward others, and the understanding of the diversity of ideas, strengths and interests in building the company’s brands. At the same time, however, one should understand that vision and mission which are the visual part of the company’s strategy are different from the forces that embed innovation. According to (Dobni, 2010), innovation is premised on the market orientation, the creation of value and defining of the new opportunity space.