NIKE CASE STUDY

PRESENTED BY

SHAHBANI

AZMIE

AZLINA

MEEN

COMPANY MISSION

COMPANY MISSION
To be the world s leading sports and fitness company

COMPANY HISTORY

e SWOOSH logo is a graphic design created by Caroline Davidson in 1971. e was paid $35 by for the logo design. The 1st shoe with the NIKE SWOOSH was introduced in Spring 1972. KE pronounced NI-KEY, is the winged goddess of victory according to Greek mythology.

COMPANY HISTORY

ds Blue Ribbon Sports (BRS) to import Japanese running shoes. delivery of 200 shoes from Onitsuka Tiger Co. hip between Knight $ William Bowerman. ail outlet opens. ted; the Bowerman Cortez design become a big seller. uring its own product overseas & the Swoosh trademark and the

BOWERMAN CORTEZ DESIGN

NEW CORTEZ DESIGN

CASE SUMMARY

CASE SUMMARY

hdog group regarding their subcontractor workers is

sure the best practices in Human Resources Managemen

MOVIE REVIEW

MOVIE

QUESTION REVIEW

QUESTION 1

What could Nike s Corporate Res ponsibility team do to improve Nike s public image?

QUESTION 2

Why did Nike s atte mpt to address it critics prove unsuccessful?

QUESTION 3

What damage , if any , has bee n done to Nike? Did Nike react appropriately? Did it

QUESTION 4

M any of Ni ke s com pet i t o r s s u b c o ntr acto r p rod ucti on t o A s i a n f a c t o rie s th at are sim il ar t o t h e fa c t o r ies us ed b y N ike , why w a s N i k e s i n g led out by hu man rig h t s a n d la bo ur r igh t a ctiv is t ?

QUESTION 5

W h at res pons ibi lit y do e s N i k e hav e to t he w orke rs in t h e fa ct orie s of i ts sub con tra ctor s? Wha t w a g e r ate s s hou ld i t r equ ire t h e m to pa y th eir wo rker s ?

QUESTION 6

A cco r d i n g t o i t s c o r p o r a t e Web sit e ( w ww . ni k e b i z . c o m) Nike seems to be more f or t h r i g h t i n d e l i n e a t i n g wh at it b e l i e v e s t o b e m o r e c o r pora te res po n s i b i l i ty i s s u i n g , f o r exam ple , an a nnu a l N i k e r e s p o n s i b i l i t y repo rt? I s Ni ke n o w d o i n g e n o u g h f o r its co ntra ct

CASE DISCUSSION

QUESTION 1

What could Nike s Corporate Res ponsibility team do to improve Nike s public image?

Q1: Answer
CONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.

& POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORP

NQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY C

Q1: Answer
CONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.

& POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORP

NQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY C

Q1: Answer
CONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.

& POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORP

NQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY C

Q1: Answer
CONDUCTING PRESS CONFERENCES & ISSUING PRESS RELEASE OUTLINING THE STEPS THAT NIKE HAD TAKEN TO ENSURE COMPLIANCE WITH ITS CODE OF CONDUCT.

& POSTING PROGRESS ON IMPROVING LABOUR CONDITIONS ON THE CORP

NQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY C

Q1: Answer

THE DESIRES OF STAKEHOLDERS, TO PROVIDE AN OPEN & PROGRESS I

E IMPLEMENTATION THE CODES OF CONDUCT & TO FOCUS ON THE ROOT

NQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY C

Q1: Answer

THE DESIRES OF STAKEHOLDERS, TO PROVIDE AN OPEN & PROGRESS I

E IMPLEMENTATION THE CODES OF CONDUCT & TO FOCUS ON THE ROOT

NQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY C

Q1: Answer

THE DESIRES OF STAKEHOLDERS, TO PROVIDE AN OPEN & PROGRESS I

E IMPLEMENTATION THE CODES OF CONDUCT & TO FOCUS ON THE ROOT

NQUIRY FROM THE MEDIA OR WATCHDOG GROUP & TRYING TO OPENLY C

QUESTION 2

Why did Nike s atte mpt to address it critics prove unsuccessful?

Q2: Answer

PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRAC

ABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTIC

ONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUM

Q2: Answer

PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRAC

ABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTIC

ONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUM

Q2: Answer

PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRAC

ABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTIC

ONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUM

Q2: Answer

PROBLEMS & DENYING THEIR RESPONSIBLITY TOWARD TEHIR CONTRAC

ABLE TO BALANCE BETWEEN BUSINESS OBJECTIVE AND LABOUR PRACTIC

ONVINCE WITH IMPLEMENTATION OF THEIR CODE OF CONDUCT AND HUM

QUESTION 3

What damage , if any , has bee n done to Nike? Did Nike react appropriately? Did it

Q3 ( a ): What damage , if any , has been done To Nike?

roblem and suggested that any pr subcontractor

Q3: Answer
above action has lead to the following damages:
Nike Image Shattered More Negative News About Nike s Labor Practices Emerged Series of Anti - Nike Demonstration , Tarnishing Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice Out of Court Settlement Confirms Nike s Bad Labor Practice Nike s Management Reputation

Q3: Answer
above action has lead to the following damages:

e and inhumane isis of workers exploitation, Nike choose toe deny the existen

Nike Image More Negative News About Nike s Labor Shattered Practices Emerged
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice

Series of Anti - Nike Demonstration , Tarnishing

Out of Court Settlement Confirms Nike s Bad Labor Practice Nike s Management Reputation

Q3: Answer
above action has lead to the following damages:

ts took advantage to embarrassed Nike even more Nike Image Shattered

Series

More Negative News About Nike s Labor Practices of Anti - Nike Demonstration , Tarnishing Emerged
Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice

Out of Court Settlement Confirms Nike s Bad Labor Practice Nike s Management Reputation

Q3: Answer
above action has lead to the following damages:
More Negative News About Nike s Labor Practices Emerged

s were organized especially throughout US/ Europe Nike Nike experience reduct Nikes customers purchase decision as Image Shattered

ies of Anti - Nike Demonstration , Tar

Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice Out of Court Settlement Confirms Nike s Bad Labor Practice Nike s Management Reputation

Q3: Answer
above action has lead to the following damages:
Nike Image Shattered More Negative News About Nike s Labor Practices Emerged

Nike Logo and Tagline line are becoming the symbols of- Nike Demonstration , Tarnishing Series of Anti bad labor and ethic practi are Associated With Bad Labor and Ethic Practice
Nike s Management Reputation

Out of Court Settlement Confirms Nike s Bad Labor Practice

Q3: Answer
above action has lead to the following damages:
More Negative News About Nike s Labor Practices Emerged Series of Anti - Nike Demonstration , Tarnishing

of court ( Kasky vs. Nike) by agreeing to pay US1.5 million t nd responsible for the work conditions and employees wellbe Nike Image Shattered

Out of Court Settlement Confirms Nike Logo and Tagline are Associated With Bad Nike sLabor and Ethic Practice Bad Labor Practice
Nike s Management Reputation

Q3: Answer
above action has lead to the following damages:
Nike Image Shattered More Negative News About Nike s Labor Practices Emerged Series of Anti - Nike Demonstration , Tarnishing Nike Logo and Tagline are Associated With Bad Labor and Ethic Practice Out of Court Settlement Confirms Nike s Bad Labor Practice

s of an ethical corporate citizen as per what Nike projecting

Nike s Management Reputation

Q3 ( b ) Did Nike react appropriately? ( c ) Did it overreact?

nswer is No, Nike fail to react appro

eam finds Nike is actually under-reac rea

QUESTION 4

M any of Ni ke s com pet i t o r s s u b c o ntr acto r p rod ucti on t o A s i a n f a c t o rie s th at are sim il ar t o t h e fa c t o r ies us ed b y N ike , why w a s N i k e s i n g led out by hu man rig h t s a n d la bo ur r igh t a ctiv is t ?

Q4: Answer
Nike is associated as a US brand / product .

rities of the human rights and activists are US - base

Nike is associated with luxury products. Nike is also seen as the leader among its competitors

Q4: Answer
Nike is associated as a US brand / product .

rities of the human rights and activists are US - base

Nike is associated with luxury products. Nike is also seen as the leader among its competitors

Q4: Answer
Nike is associated as a US brand / product .

rities of the human rights and activists are US - base

Nike is associated with luxury products. Nike is also seen as the leader among its competitors

Q4: Answer
Nike is associated as a US brand / product .

rities of the human rights and activists are US - base

Nike is associated with luxury products. Nike is also seen as the leader among its competitors

Q4: Answer
Nike is associated as a US brand / product .

rities of the human rights and activists are US - base

Nike is associated with luxury products. Nike is also seen as the leader among its competitors

QUESTION 5

W h at res pons ibi lit y do e s N i k e hav e to t he w orke rs in t h e fa ct orie s of i ts sub con tra ctor s? Wha t w a g e r ate s s hou ld i t r equ ire t h e m to pa y th eir wo rker s ?

Q5: Answer

A ROLE IN BRINGING ABOUT POSITIVE SYSTEMATIC CH

Q5(b): Answer
Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

NIKE RESPONSIBILITY

Q5(b): Answer
Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

NIKE RESPONSIBILITY

Q5(b): Answer
Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

NIKE RESPONSIBILITY

Q5(b): Answer
Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

NIKE RESPONSIBILITY

Q5(b): Answer
Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

NIKE RESPONSIBILITY

Q5(b): Answer
Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

NIKE RESPONSIBILITY

Q5(b): Answer
Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

NIKE RESPONSIBILITY

QUESTION 6

A cco r d i n g t o i t s c o r p o r a t e Web sit e ( w ww . ni k e b i z . c o m) Nike seems to be more f or t h r i g h t in d e l i n e a t i n g what it b e l i e v e s t o b e m o r e c o r pora te res po n s i b i l i ty i s s u i n g , f o r exam ple , an a nnu a l N i k e r e s p o n s i b i l i t y repo rt? I s Ni ke n o w d o i n g e n o u g h f o r its co ntra ct

Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

Force Labour Child Labour Compensation Benefits Hours of work/ overtime Child Labour

The End