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Nike Case Study

866 words - 4 pages

Nike is an iconic sportswear brand, with its very recognizable swoosh logo decorating the attire of many of the globe’s most famous sports teams, and has established a long-lasting brand legacy both with its ability to adjust to trends, as well as to build a profitable business model. Naomi Klein’s famous book, No Logo – Taking Aim at the Brand Bullies, first published in 1999, attacked many big brands accusing them of violating labor laws and using dirty tactics to dominate the changing markets. One of the brands that took a heavy hit in the book was Nike.
In the case study Nike: The Sweatshop Debate, the author of this article continues on Klein’s theme, addressing accusations made ...view middle of the document...

Here, the authenticity of the organization monitoring labor condition improvements would be questioned, and the reports of factory working conditions would not be legally accurate or free of bias according to many critics. Nike’s strategy was to publicly comply to local government labor legislation, and to establish new government cooperatives, that again would be questionable from an objectivity point of view.
The governments would, in many ways, play very important roles in the sweatshop culture creation. Many of these countries would not have a legally functioning structure to protect labor rights, and according to the case study, for example labor unions would sometimes even be banned by law. This becomes a challenging legal issue for a company to fix on behalf of a government, and one could also argue that it is one of the reasons why the sweatshop manufacturing became such as massive global phenomena, initiated by the Western companies themselves. The lack of labor legislation combined with the financial potential that multinational corporations bring, makes the local governments more vulnerable to corporate manipulation and more willing to cooperate in cover-ups, rather than standing up against the mighty brand giants.
The issue with legislation is just one angle in a complex scenario, as both cultural and ethical controversy are also important in the overall equation. Cultural differences, deeply dividing Western and Eastern world, could not be so easily overcome, as approaches to establishing and running a business, as well as dealing with authorities, would be completely different. Also, it should be expected that a Western company obeys Western business ethics, but from this point of view,...

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