Oakley, Inc.

Heriyoel Burgos October 6, 2010

Cohort 7A QMB6357C

HW 1: Organizational Assessment

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Purpose of the Business:

• Oakley is a worldwide leader in the design, development, manufacture, distribution and worldwide marketing of performance optics products including premium sunglasses, prescription eyewear, goggles, and electronically enabled eyewear. They also offer an array of Oakley-branded apparel, footwear, watches and accessories. Decades of Oakley innovation have led to a full array of market-leading products. The company continues to build on its heritage of authenticity by reinventing products from scratch to achieve superior quality and genuine innovation that delivers the unexpected. Awarded more then 575 patents and 1100 trademarks, Oakley today is a global icon offering products to consumers in more then 100 countries. They also operate retail locations including Oakley ® Stores, Oakley Vaults, The Optical Shop of Aspen, and Sunglass Icon, the second largest sunglass specialty retail chain in the United States.

Cultural Dynamic:

• Oakley blends science and art to redefine product categories by rejecting the constraints of conventional ideas. The company is recognized as one of the most coveted brands in performance technology and fashion. Its icon is embraced by the global culture of sport competitors who define their own lifestyle — the world-class athletes who exceed the limits of possibility. In its devotion to these athletes, Oakley does the same. The essence of the brand is communicated through hundreds of professional and amateur athletes who depend on Oakley products to provide them with the very best while they redefine what is physically possible.

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• Oakley’s protective and competitive corporate culture is apparent in its building design and workspace. The building looks like a vault to protect its cherished product designs. It is also...