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Global athletic footwear and apparel giant adidas has established itself as a leader in just about every sport. But the area that the company has achieved the most greatness has little to do with basketball, baseball, or even soccer. Adidas has emerged as one of the global leaders in sustainable practices. Last year, the Germany-based sports giant ranked third among the Global 100 Most Sustainable Corporations. While many companies have attempted to jump on board where sustainability practices, such are engrained in adidas's DNA and have been for a long time. In fact, adidas strongly contends that having a strategic plan built on sustainable practices has made it a better financial performer.
1. Give as many examples as you can for how adidas defies the common social criticisms of marketing.
2. Of the five sustainable marketing principles discussed in the text, which one best describes adidas's approach?
3. Analyze adidas's business according to the Societal Classification of Products.
4. Would adidas be more financially successful if it were not so focused on social responsibility? Explain.
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