vising Top Management on Dealing with a Brand Boycott Nike revealed on Monday th

ID: 386730 • Letter: V

Question

vising Top Management on Dealing with a Brand Boycott Nike revealed on Monday that Colin Kaepernick- the out-of-work NFL quarterback who generated controversy for kneeling during the national anthem to protest racial injustice and police brutality would be a part of its 30th anniversary "Just Do Ii" campaign. The announcement sparked a boycott even though Nike had launched an anti-discrimination campaign with the tagline,"Equality has no Boundaries," a year earlier. The stock has already dropped 3 percent and stirred up a storm of protest and backlash on social media. Here's what to do after researching the story in the news: (84 1. List the assets and liabilities Nike has to contend with in two separate columns 2. Identify three key publics (besides employees, that goes without sayin affected and with whom the CEO should be communicating. Put them in order of priority. Then explain in one or others. Do you agree that the company' advise top ramble. two sentences why you selected those publics over s official response is effective? Outline how you would 3. . Stay on point and do not management to communicate to the media Length: 1-1/2 pages. Due next class. a/a

Explanation / Answer

Answer 1:

After researching and going through story of Nike featuring Colin Kaepernick in their ad campaign of “Just Do it” highlighted in several news; I have identified following assets and liabilities that Nike has to contend. List of these assets and liabilities are as follows:

S. No.

Assets

Liabilities

Short term investments

Misc. Stocks

Inventory

Short-term Debt

Goodwill

Minority Interest

Intangible Assets

Accounts Payable

Net Receivables

Ling-term Debt

Answer 2:

After going through the whole stance I have concluded that three publics apart from employees that are affected from this action of Nike, and with whom the CEO should communicate are as follows:

Answer 3:

I believe that companies’ official response is not effective. However, I would like to suggest that Top Management should make proper strategy and step forward in media to explain that they support social justice and civil rights. They should start concentrating on converting negative publicity to positive publicity by letting people know about the Charity that Nike do for betterment of American society.