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Coming full circle? Forging missing links along Nike's integrated production networks
Author(s) -
RothenbergAalami Jessica
Publication year - 2004
Publication title -
global networks
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.685
H-Index - 65
eISSN - 1471-0374
pISSN - 1470-2266
DOI - 10.1111/j.1471-0374.2004.00097.x
Subject(s) - nike , production (economics) , consumption (sociology) , forging , business , industrial organization , computer science , marketing , economics , microeconomics , advertising , engineering , sociology , mechanical engineering , social science
‘Global’ corporations are being held accountable for conditions at sites of production, formerly the domains of their foreign contractors. This shift was exemplified when consumers in Nike's largest markets began replacing the excitement of the latest pair of Nike shoes with a question: ‘Should I be wearing Nike shoes?’ With existing analytical tools, we cannot comprehensively answer this question. To do so, we need a more complete picture of international production networks, their interrelationships among agents and their geographies. The use of an integrated production network that links consumption and production analyses and place‐based conditions accomplishes this goal. This integrative approach allows for more thorough investigations of firm networks, the regions where they interact, the labour upon which they depend, and the consumers that influence their behaviour. Furthermore, investigating ‘feedback loops’ between these facets provides a means of understanding how reforms along production networks are mediated.