How Does Nikes Questionable Manufacturing Practices in Asia Affect Their Brand Image.

Hi, need to submit a 8500 words paper on the topic How Does Nikes Questionable Manufacturing Practices in Asia Affect Their Brand Image. Critics accuse Nike for malpractices and gaining fame and success without any Foreign Direct Investment (FDI) in its own manufacturing plants. Instead of improving the working conditions in its manufacturing plants the company spends more on marketing by using faces of high profile celebrities such as Michael Jordan to popularize its brand and attract customers (Mujtaba et al. pg. 1, 2005). With Jordan, the company’s sales went through the roof. After him a number of celebrities were heavily paid to endorse the brand. These included Tiger Woods, Ken Griffey Jr., Pete Sampras and Andre Agassi (Sporting Goods Companies: Nike, n.d.). The issue of malpractices by Nike was disclosed in the 90s decade. The issue of low paid foreign factory workers first became prominent when the world renowned celebrity, Kathy Lee Gifford, was accused for endorsing garments that were manufactured by low wages workers in the developing countries. Gifford promised to participate in improving the condition of the workers. The famous brand, Nike, also became a subject of similar controversy. Nike was accused of having sweatshops in the developing countries where workers were paid even below the minimum wages standard (Mujtaba et al. pg. 1, 2005).

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