The Ethical Issues Nike Is Facing Based On Cross Cultural Settings Essay

1983 Words8 Pages
As one of the most valuable brands in sports industries (Forbes, 2016), Nike Inc.’s strong brand portfolio makes it a dominant market position in this field. However, Nike has been accused of using sweatshops in developing countries to produce its products, which has largely influenced its brand reputation among the public (Newell, 2015). By outsourcing its product lines to reduce the cost of products, multinational corporations such as Nike is facing ethical challenges in terms of setting up factories in developing countries. The aim of this essay is to discuss the ethical issues Nike is facing based on cross-cultural settings. The objectives are: 1. identifying the ethical dilemmas faced by Nike; 2. discussing what has Nike done so far to face this situation; 3. discussing Nike’s ethical issues in view of individualism and codes of ethics. Nike, Inc. as one of the world’s largest marketers and distributors, is an American multinational corporation which engages in the design, marketing, and sale of sports and lifestyle footwear, apparel, and accessories (Nike Inc, 2016). Nike mainly operates in Americas, Europe, the middle East and Asia with revenue in excess of US$32.5 billion and has 70,700 employees worldwide in 2016 (MarketLine, 2015; CNN Money, 2016). Nike’s brand value has reached US$27.5 billion, which is ranked in the top 20 world’s most valuable brands (Forbes, 2016). Despite Nike’s achievements stated above, it has been criticised for contracting with factories

More about The Ethical Issues Nike Is Facing Based On Cross Cultural Settings Essay

Open Document