Posted by & filed under Managerial Accounting, Marketing & Strategy.

Description:  This past week saw the start of the NFL season. It also saw Nike jumping into the middle of the storm surrounding quarterback Colin Kaepernick by including him as the central figure in a new advertising campaign. Colin Kaepernick has been  a figure of some controversy, given his practice of not standing for the national anthem when he was on the roster of NFL teams. Some have supported his stand. Others, including the sitting US president, have decried his behaviour.

Date: September 5, 2018



1) Have you been following the Colin Kaepernick story? What are your observations?

2) Why do you think Nike has chosen this advertising campaign?

3) Take a look at the section Focus on the Value Chain, page 13 in  Wiley’s Managerial Accounting: Tools for Business Decision Making.  What stage or stages of the value chain would Nike be focusing on in making the decision to create this focus?

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