The Promise and Perils of Globalization: The Case of Nike

Author: Locke, Richard
Source: This case is published as a chapter, “The Promise and Perils of Globalization: The Case of Nike”, in the book Management: Inventing and Delivering Its Future.
Year: 2003
Company Name: Nike, Inc.
Number of pages: 36

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Abstract:

This case study of Nike Inc. traces the evolution of Nike's policies and practices vis-à-vis labor and environmental standards. The case illustrates the company's evolving definition and commitment to good corporate citizenship and the continuing controversy surrounding the company's practices in this arena. The issues raised by Nike's practices, and the dilemmas it faces, are by no means unique to this company. The issues are common to all companies engaging in international business. As a result, this case concludes by examining the more general questions that globalization poses for companies seeking to balance both corporate citizenship and corporate performance in today's highly volatile market.