Nike vs. Coca-Cola's sense of Corporate Social Responsibility
"Wouldn't it be nice," to use the first words of Coca-Cola's popular advertising jingle, to find that these two popular American companies, Nike and Coca-Cola, were paragons of social responsibility? Or, if one is of a more anti-conglomerate and anti-capitalist turn of mind, wouldn't it be nice to find that the picture of harmony, of all the world being taught to sing in perfect harmony were a lie? In fact, neither is true -- the legacy of social responsibility of both Nike and Coca-Cola is a mixed one, although Coke's abuses, when they have occurred, have been more apt to be denied by the company, while Nike as a more internationally focused company, with a less 'family friendly' image has thus had more of an incentive to be open about its transgressions.
For instance, according to a November 13, 2004 report filed by an independent corporate watch group, Mallen Baker, "Nike has become one of the leading global companies targeted by a broad range of campaigning journalists" as a symbolic representation of the negative impact of business...
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