Nike is a transnational corporation TNC founded nearly half a century ago.
Globalization Neoliberalism Superbrands Nike Organizations Multinational Corporations Abstract The rise of superbrands has many implications for the nature of workworkers, and organizations. This paper explores superbrands and their impact in three ways. First, the dynamics of the superbrand Nike, along with the implications of Nike as Globalisation and nike superbrand, are explored.
Second, globalization is discussed as a phenomenon affecting the global balance of power. Finally, the paper explores the effects of neoliberal policy on the growth and dominance of superbrands.
In particular, the discussion on globalization and neoliberalism illuminate the various ways in which these phenomena facilitate and support the rise of superbrands and their multinational corporations MNCs.
The Superbrand Superbrands such as Nike have been described as one of the central mediums of globalization and as symbols of a global economy. Klein describes Nike as a transcendent superbrand that took branding to another level, beginning to focus principally on brands and brand management, believing that while products are made in factories, a brand is made in the mind and bought by the consumer.
The Globalization of Nike Nike is founded in by Phil Knight and Bill Bowerman. The company initially was an importer and distributor for Japanese specialty running shoes. Jul 23, · This video is about Documentary Project: Globalization of Nike. Globalisation is "growth to a global or worldwide scale" e.g. a small company developing into a brand known all over the world Nike is a globalised company because of its huge yearly profit, worldwide popularity, and size (as it is the largest sportswear supplier in the world).
The result for Nike was innovative ad campaigns, superstars like Michael Jordan, superstores like Nike Town, and corporate campuses such as the Nike World campus. The Nike swoosh is meanwhile believed to be the most recognizable brand icon or corporate logo, conveying "Nike" without need of words.
He asked her to create a logo Globalisation and nike would fit on the side of a shoe. Knight was instrumental in breaking Nike away from Adidas and Reebok when he realized that importing shoes from other countries using cheap labour would allow them to challenge the market leaders.
A Nike manager describes how Nike and its executives symbolize the Nike climate: The most complicated Nike shoe is made up of components, but when looking at even a simple Nike shoe, then it is easily seen how Nike symbolizes globalized production.
But Nike is not a manufacturing company or even a shoe company; it is a sports company. As Feit and Surpuriya state: The new Nike wasn't simply about shoes and slam dunks, but about promoting a higher way of life.
In this way Nike was a brand, an idea and a lifestyle. To keep this image Nike focused entirely on advertising, marketing and promotion. As Phil Knight says: By focusing on this, what Nike is ensuring is one thing: In other words, priorities have changed; the logic of the new priority is not to spend money on machines that will rust, factories that need constant upkeep, and employees that will age and die; resources should be used on sponsorships, expansion, and advertising as it is this that will help to build superbrands.
The increased resistance to investing in labor and factories has led to the inevitable devaluation of the production process, producers and employees. Nike products are manufactured in more than factories, in 51 countries, employing overworkers.
Nike executives frequently state their commitment to being a global company: In this drive and commitment Nike have come to represent the hollowed corporation, the embodiment of a globalized world. Hollow corporations are mostly form, as the lack of a stable workforce gives it little tangible content.
In such corporations, the central axis is no longer manufacturing, as production is broken up and dispersed, but is the marketing of the brand. This may be best explained using the Nike model, which Klein describes as: Team Nike, as Klein states, initiated the no-limits brand spending, together with complete disinvestment in its workers.
Nike is the personification of the product-free brand.
Major companies have embraced the very successful Nike model, which is characterized by mass layoffs as necessary corporate strategy, and a prioritizing of the needs of the brand over the needs of workers.
But, the factories disappearing from one country do not reappear in another. Along the way, they become something completely different: Locke and Siteman n. Nike has come under increasing scrutiny for underpaid workers, low wages, child labour, mistreatment of workers, and poor working conditions.
Nike has been accused of not being able to set aside the bottom line — profit — for a moment, to consider the exploitation of mistreatment of the very workers that are getting them to the bottom line. There are no trade unions and any sign of organizing is seriously punished giving workers no outlet to express injustices.
When a worker does not fulfill their unrealistic daily quota, they are forced into unpaid overtime.Nike is known for its apparel in the sports industry, such as shoes, cleats, shirts, shorts, etc. Nike has been a leading sponsor for many athletes in a variety of sports across the globe.
It's Swoosh symbol and "Just Do It" slogan are iconic throughout the world. The Globalization of Nike Nike is founded in by Phil Knight and Bill Bowerman. The company initially was an importer and distributor for Japanese specialty running shoes. Although Nike's impact on globalization has been beneficial for the developed world because it has supplied them with a vast variety of cheap athletic wear, but it has had a less beneficial impact because of its poor worker rights and the negative image it has given America in developing foreign countries.
Nike has some 20, retailers worldwide including Nike factory stores, Nike stores, Nike Towns, Cole Haan stores, and websites which sell Nike’s sports and leisure product. Nike is the company which has 33% of the global market share in the athletic footwear industry.
Nike: The Superbrand Superbrands such as Nike have been described as one of the central mediums of globalization and as symbols of a global economy. These brands constantly appear in the top half of all studies of the most powerful brands, with Nike in ranking 26th at a brand value of $ billion.
Jul 23, · This video is about Documentary Project: Globalization of Nike.