Kaplan Business School MBA502: Nike Pro Hijab Diversity and Critique

This presentation, prepared by a student, provides an in-depth analysis of Nike's Pro Hijab initiative, focusing on its implications for diversity and cultural intelligence. The presentation begins with a personal introduction and an overview of Nike, followed by a discussion of the Pro Hijab as a key diversity initiative. It explores the sources of information used, including Nike's website, social media, and academic research. The presentation offers a critical evaluation of the initiative, examining its strengths and weaknesses, and offers recommendations for further improvements. It also references additional sources and highlights the impact of social conversations and campaigns on consumer perceptions. The student's work is designed to fulfill the requirements of an MBA502 assignment, emphasizing the importance of diversity in a global business context. The assignment concludes with a reflection on the initiative's reception and its potential for future development. The presentation is a valuable resource for students looking at diversity management and cultural intelligence.

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