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商品編號： HK1329 出版日期： 2021/12/29 作者姓名： Tao, Zhigang;Xie, Grace;Orr, Ellen 商品類別： Marketing 商品規格： 12p 再版日期： 地域： China;Hong Kong SAR;United States 產業： 個案年度： -
商品敘述：
As John Donahoe prepared to take over as CEO of Nike, Inc., he faced growing controversy over the company''s failure to support anti-government demonstrations in Hong Kong. After US basketball team Houston Rockets manager Daryl Morey tweeted agreement with the Hong Kong protesters, Nike did not publicly back this stance. Instead, it removed Rockets merchandise from its China stores. Nike''s silence on this matter contrasted sharply with its past strong support of individual''s opinions. Nike management had to determine how to reconcile the company''s image based on Western values with its continued growth in China.
涵蓋領域：
Communication strategy;Crisis management;Brand management;Business and government relations;International business;Emerging markets;Globalization;Corporate strategy;Marketing
相關資料：
Case Teaching Note, (HK1330), 4p, by Zhigang Tao, Grace Xie, Ellen Orr
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