Nike has masterfully employed advertising, endorsement, and the micro segmentation
of its markets to transform sneakers into high price fashion goods. This is especially
relevant from the capture of ideas to the structure of data and the storage and
distribution of knowledge (Fraser, 1999). All three companies compete as much on
information as they do on their physical products or services. In many ways information
and the mechanisms for delivering it stabilise corporate and industry structures and
underlie competitive advantage.