In its 45 years of existence, Nike has developed from a small operation to a household name, present on all continents. However, in the 1990s Nike came under scrutiny for various unethical practices.

• Explain how Nike came to that situation through its expansion strategy.
• Explain what the positive and negative impacts of this strategy were.
• Explain how Nike responded to this situation.
• In your opinion, how could the company have responded differently? Suggest at least two alternative responses.
• What would the consequences have been then?