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Nike and Its Factories in Vietnam

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NIKE AND ITS FACTORIES IN VIETNAM

THE CONTEXT OF THE ISSUE
In order to offer competitive prices, a lot of Western companies relocate in low-wages countries. Nike is not unique in that respect: in fact the company choose to use subcontracted factories in Asia, especially in Vietnam. It is important to put this trend in context: this particular industry (the footwear industry) know a significant growth since two decades.
Vietnam has a very high unemployment rate, which reflects the poor economic situation of the country. In this perspective it can be said that Nike factories are essential for
Vietnam’s economy, because it offers plenty of jobs.
In the 1990s some allegations were made that accused Nike of mistreating its
Vietnamese workers. Nike tried to justify these local problems by the fact that cultural differences in South-East Asia make American management more difficult for the company.
This was part of its explanation justifying its unethical behavior.

WHAT IS IN STAKE AND AT WHICH LEVEL
The problem was raised when people started to criticize Nike’s behavior. They acted publicly: college students asked their sport teams to drop Nike’s products, politicians signed petitions, web-sites against Nike were created… What enabled them to act what the researches done about Nike behavior: reports published had revealed information.
Here we can notice different values in conflict. Profit, represented by big firms, would be one value, and the importance of ethical behavior the second one.

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With all this criticism Nike was under deep pressure. Its only alternative was to do something to calm down the critics, otherwise its brand image could be much damaged.
Therefore, in response to customers’ criticism, the firm translated its code of conduct into more than 10 languages, improved working conditions, hired a new manager, cut down on

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