Ivey Publishing
Nike Inc.: Developing an Effective Public Relations Strategy
Product Number:
9A99C034
Publication Date:
05/29/2000
Revised Date:
01/14/2010
Length:
20 pages (13 pages of text)
Product Type:
Case (Field)
Source:
Ivey
It had been almost a decade since the first article surfaced in the media alleging that factories sub-contracted by Nike in China and Indonesia were forcing workers to work long hours for low pay, and for physically and verbally abusive managers. The article was the seed of a media campaign that created a public relations nightmare for the company. A financial crisis in Asia and intense competition in the domestic market contributed to a decline in Nike's revenue and market share after three years of record performance. Though no direct correlation could be proven between the consumer's negative perceptions of Nike and the company's decline in market share and stock, it certainly did not help in their efforts to establish themselves as the global leader in a hotly competitive industry. A linear overview of the adverse publicity that Nike received, and the perspectives of Nike senior management, demonstrates to students the importance and elements of the timely development of an effective media and consumer relations campaign.
Issues:
Disciplines:
Organizational Behaviour/Leadership,  International
Industries:
Manufacturing
Setting:
USA/China/Indonesia/Vietnam, Large, 1998
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (17 pages) , Japanese (22 pages) , Traditional Chinese (35 pages) , Spanish (22 pages)
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