Example like this can be see in many places around the world, not only in Taiwan. For instance the unfair labor condition issues in Nike¡¦s factory at Indonesia also anger many customers; in addition, if you try to type the keyword ¡§boycott Nike¡¨ and ¡§anti-Nike¡¨ in the search engine, you will be able to come up with at least two thousand results. Yet Nike is always able to solve these kinds of problems to minimize the lost at the least cost. In the case of ¡§Jordan¡¨ at Nike Taiwan, apologize almost don¡¦t cost anything for Nike, and to take care and maintain basketball court also can encourage more sport player, which is somehow related to their sale of basketball shoes. Most importantly, they can use these for tax deduction.
Apparently, customer have the right to decide whether to buy the product or not, and this right should affect a firm¡¦s destiny. When Nike angers their customer, the customer can choose to boycott Nike and go to other brand instead of Nike for substitution. However, the unfair bargaining power between Nike and customer base upon this substitution. If we merely talk about the shoes¡¦ function, substitution sure does exist. Nike sport shoes¡¦ function can surely be replaced by similar brand like Reebok or Adidas, or even shoes that sell in the night market.
In spite of this, when people think of sport, the first brand that comes to people¡¦s mind is simply Nike. It is very hard to own a sport, but Nike owns them, because Nike got many sport players, especially super sport star. These super sport stars represent sport, and by let these super player to represent for Nike, Nike has successfully merge their brand with the sport. When you think of basketball, the first person you think of is Michael Jordan, and if you think of Michael Jordan, the first thing come to your mind is Nike basketball shoes. Nike invests a lot of money on these super stars, simply just want to build this impression. The key for Nike¡¦s success is super sport player.