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Adidas' Human Rights Policy and Euro 2000

Published 16 May 2002
Reference 4952
Topic Marketing
Region Global
Summary

The case examines Adidas’ program to improve overseas labor practices, and their handling of the threat of protests at the Euro 2000 football championship. The case is interdisciplinary and incorporates aspects of marketing, organizational behavior, and microeconomics.

Teaching objectives

To expose students to one company's struggle to improve labor practices and protect brand image. The case allows students to see how marketing, organizational behavior, microeconomics, and business ethics all play a role in corporate decisions involving human rights issues.

Keywords
  • Human rights
  • Ethics
  • Corporate social responsibility
  • Brand positioning
  • Change management
  • Comparative advantage
  • Corporate image
  • Labour standards.
    AR2002
  • RD0302