Case 264 - Sweating the Swoosh: Nike, the Globalization of Sneakers, and the Question of Sweatshop Labor

Clancy, Michael

Globalization has become increasingly controversial, and remains a slippery topic. This two-part case study grounds the discussion by focusing on the production and marketing strategies of one modern multinational corporation, Nike, Inc., while also examining allegations that the company supports global sweatshops. The case traces the origins and strategies of Nike, its multinational operations, and practice of outsourcing to primarily poor areas in the world. It also shows the local impact in countries like Vietnam. Finally, it follows growing criticism of the company within the larger context of development, the status of women within the global economy, and human rights, as well as the evolving response to these allegations made by company officials.