Case Name :      Nike, Inc.: Developing an Effective Public Relations Strategy

Authors :           Kathleen E. Slaughter, Donna Everatt

Source :             Ivey Publishing

Case ID :            99C034

Discipline :        Human Resource Management

Case Length :    24 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

It had been almost a decade since the first article surfaced in the media alleging that factories subcontracted 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 its efforts to establish itself as the global leader in a hotly competitive industry.