초록

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Abstract ▼ AI-Helper

During the early 1990s, Nike, one of the premier global brands which appeared never to take a wrong step, reeled under reports that the workers manufacturing its legendary footwear were subject to abusive and dangerous labor conditions. This paper considers how the politics of global production play...

During the early 1990s, Nike, one of the premier global brands which appeared never to take a wrong step, reeled under reports that the workers manufacturing its legendary footwear were subject to abusive and dangerous labor conditions. This paper considers how the politics of global production played out among a transnational firm, its subcontracting factories, and consumer advocacy groups. The end-product was enhanced awareness of Corporate Social Responsibility (CSR) which led to organizational change in footwear global commodity chains, from arms-length contracting to quasi-obligation arrangements. The paper predicts that the competitiveness of global firms increasingly will depend on social legitimacy as well as economic efficiency.

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