In globalization's "latest twist," U.S.-based companies
are "lifting products and ideas from their international
operations and bringing them home," according to David
Leonhardt of BUSINESS WEEK. Although U.S. companies have
long exported their products, a few have now begun using
their international operations "as incubators for the next
big hit." For example, Nike has "found success with shoes
that don't appear to jibe with U.S. tastes." A Nike soccer
boot, designed with and worn by Brazil's Ronaldo, "was a hit
at stores, especially during" the World Cup. Two Nike
running shoes have also been imported to the U.S. -- the Air
Rift long-distance running shoe, which was designed with the
help of Kenyan runners, and the Air Streak, which was
originally introduced in Japan. Nike based these moves, in
part, on an internal consumer survey showing a "decline in
nativistic consumer sentiment in the U.S., especially among
young buyers." Nike Dir of Int'l Marketing Juliet Moran:
"All of our products used to be driven almost 100% by
consumers in the U.S. But we're now finding we're getting
insights from around the world" (BUSINESS WEEK, 8/31 issue).
