Assignment of Emotional Intelligence, Cultural Intelligence and Diversity

EMOTIONAL INTELLIGENCE,
CULTURAL INTELLIGENCE AND
DIVERSITY BASED ON NIKE PRO HIJAB
Name of the Student
Name of the University

PERSONAL INTRODUCTION
 I am a student studying at Kaplan Business
School
 My assessment focuses on defining diversity,
cultural intelligence and emotional intelligence
 My present discussion would focus on the Nike
based in Australia
 My focus would be strengthened on diversity
initiatives by the firm and supporting
recommendations

OVERVIEW OF NIKE
 Nike is an American MNC engaged with
designing, developing and manufacturing and
international marketing.
 The company manufacturers and markets
their products under various names to attract
global customers, signifying diversity
(Dhanapala 2015)
 The company also owns their own retail
stores, which is termed as Niketown

DIVERSITY INITIATIVES BY
NIKE
 The announcement of Pro Hijab by Nike is
considered as the major initiative focusing on
cultural diversity for female athletes
 The Equality Commercial of Nike had led to
the initiative of developing a new product
(Bahrainwala and O’Connor 2019)
 The initiatives primarily puts focus on racial
and ethnic equality, gender equality within
the work culture

SOURCES OF INFORMATION
 The notice regarding product innovation have
been mainly sourced from the company’s
website
 Information has also been sourced from the
different mentions within Nike website that
have been made by women athletes
 Social media platforms has also been a major
source from where data had been collected
(Müller-Stewens et al. 2017)

CRITIQUE ON DIVERSITY INITIATIVES
 It has been critiqued that Nike was not the first
manufacturer company of the product
 An Arabic-language based advertisement by
Nike featured Muslim women athletes
 The initiative had been criticized as inaccurate
description of cultural norms (Dover, Kaiser
and Major 2019)
 The initiative made by Nike had been reported
to have oppressed the Muslim women

RECOMMENDATIONS TO
NIKE
 Development of a new product and sportswear
that would suit the global position of the sports
brand
 Cultural inclusiveness could be brought in by
Nike
 Designing and manufacturing product not only
in the area of sport but also in other aspects
 Featuring the products in various social
platforms (Hudson et al. 2016)

ADDITIONAL SOURCES
 Featured advertisements all over the social
platforms have led to understanding of product
demands
 Data points had been set by Nike for
understanding consumer reactions (Friedemann
2015)
 Social conversation among people had led to the
fact that people are desiring new products
 The Equity Campaign had raised 91.3% praises in
comparison to other categorized mentions

REFERENCES
Bahrainwala, L. and O’Connor, E., 2019. Nike unveils Muslim women
athletes. Feminist Media Studies, pp.1-16.
Dhanapala, S., 2015. An overview of the sportswear market. Materials
and technology for sportswear and performance apparel, pp.1-22.
Dover, T.L., Kaiser, C.R. and Major, B., 2019. Mixed signals: The
unintended effects of diversity initiatives. Social Issues and Policy
Review.
Friedemann, V., 2015. Clustering a Customer Base Using Twitter
Data. CS-229.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The
influence of social media interactions on consumer–brand
relationships: A three-country study of brand perceptions and
marketing behaviors. International Journal of Research in
Marketing, 33(1), pp.27-41.
Müller-Stewens, J., Schlager, T., Häubl, G. and Herrmann, A., 2017.
Gamified information presentation and consumer adoption of product
innovations. Journal of Marketing, 81(2), pp.8-24.

THANK YOU