Nike in Brazil: a Host Country View

Negative effects of Nike from Brazils point of gaze Brazil is rapidly privatizing many industries and its attitude toward a kick market economy has changed significantly in the past 10 years. However, it seems the country still has a perception that often measure associates capitalism with greedy developed countries. If the opinion of Brazils president is a reflection of how some of its people line up this is certainly the case. In 2008, Brazils president lambasted US corporations and the US government for infecting his nation with problems that were not of its making (The in the altogether York Times, 2008). This attitude seems to have created some problems for Brazilians in terms of their depend of Nike. The kind of leverage and control that such a spectacular company can exert on football in the country is huge. This issue was thrown into the light when in 1998 the Brazilian national team lost in the World cup finals to France. Earlier on in the year, Nike had invested a record measuring rod ($200 million US) for the right to sponsor the Brazilian national team in the World Cup. As a infallible for sponsorship, Nike demanded that the team play an inordinate amount of exhibition games tip up to the event.

Many Brazilians, including Brazilian football legend Pele (who filed a lawsuit against Nike), still blame Nike for Brazils loss. They select that the unusual number of exhibition games tired the players out. Similarly, another raise problem is Nikes effect on competition in Brazil. Nikes recent acquisition of UK sporting wear company Umbro allowed it to eclipse Adidas as the biggest brand in the world of football (The Financial Times, 2007). This is particularly troubling for Brazilian retailers, who worry round the concentration of brands between two large Multi-Nationals and the effect this magnate have on their business. Lastly, as with many interactions between MNCs and developing countries environmental issues have been a problem. Brazil is a massive supplier of... If you want to get a enough essay, order it on our website: Orderessay

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