Case Analysis: Nike's Dispute

Paper Summary:

The paper relates that back in 2000, Nike, the world's leading athletic apparel and equipment mogul, ended their tradition of generous donations to the University of Oregon (UO) as a result of UO's comments about the lack of employee-protection in the global economy. The paper analyzes the case with the addition of recommendations for future courses of actions for both the University of Oregon and Nike decision-makers. The paper's analysis is written from an objective perspective and the information presented has been taken directly from the case as researched by Rebecca J. Morris and Anne T. Lawrence.

Outline:
Executive Summary
Introduction
Analysis of Mission Statement
Internal Environmental Analysis
External Environmental Analysis
Nike vs. Subcontractor Responsibilities
National Differences and Nike's Operations
Media Strategy
Recommendations

From the Paper:

"Offshoring of American jobs is a hot topic in recent years with the mass amounts of telecommunications and customer service positions that have been sent overseas because of lower wages in countries like Indonesia and Vietnam, among several others. Nike has taken slack in the past for being considered similar to those companies that have been targeted as "sweat shops." The Apparel Industry Partnership (AIP) in association with the Fair Labor Association (FLA) have implemented standards for factories that are located in these countries to help ensure that laborers are not abused or forced to suffer in unsafe working conditions for mere pennies. Nike has supported these organizations, but has still come under attack by the media after cutting off funding to UO because of comments made about the lack of employee-protection in the global economy."

Sample of Sources Used:

• Morris, R. J., and Lawrence, A. T. (2001).Nike's dispute with the University of Oregon. Case Research Journal. 21.3.

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