Title: An Analysis of Public Relations and International Marketing Strategies for Global Businesses: a case Study of Nike Inc. Chapter 1: Introduction

Title: An Analysis of Public Relations and International Marketing Strategies for Global Businesses: A Case Study of Nike Inc.

Chapter 1: Introduction

1.1 Background of the Study

The growth of globalization has made it essential for companies to compete in a global marketplace, and to communicate and engage with their stakeholders in different regions of the world. Public relations and international marketing are two critical aspects of this new business reality, as companies need to implement strategies that can effectively communicate the company's message to different audiences in different regions, while also managing the company's reputation both locally and globally. With the rise of digital technology and social media, new opportunities and challenges have emerged and companies must be equipped to deal with them to remain competitive in the global market.

1.2 Problem Statement

As companies strive to stay competitive in the global environment, they must communicate effectively with their stakeholders at local and global levels. Public relations and international marketing activities have become an essential component of this communication, as companies seek to build and maintain their brand reputation and market position globally. However, the increasing complexity and dynamics of the global business environment have made it difficult for companies to develop and implement effective PR and marketing strategies. As such, the aim of this study is to analyze the effectiveness of PR and international marketing strategies for global businesses, using Nike Inc. as a case study.

1.3 Research Objectives

The primary objectives of this study are:

1. To analyze the role of public relations and international marketing in helping global businesses achieve their business goals.

2. To examine the effectiveness of Nike"s PR and international marketing strategies in maintaining and enhancing its brand reputation and market position.
3. To investigate Nike"s responses to public relations issues and controversies and assess their impact on the company's image globally.
4. To provide insights and recommendations for businesses looking to improve their PR and international marketing capabilities in the global marketplace.

1.4 Research Questions

The following research questions will guide this study:

1. What is the role of public relations and international marketing in helping global businesses achieve their business goals?

2. How effective are Nike"s PR and international marketing strategies in maintaining and enhancing its brand reputation and market position?
3. How has Nike responded to public relations issues and controversies and what impact have they had on the company's image globally?
4. What insights and recommendations can be provided for businesses looking to improve their PR and international marketing capabilities in the global marketplace?

1.5 Hypotheses

I will make a research of following hypotheses in this study:

H1: Effective public relations and international marketing strategies are critical for global businesses to achieve their business goals.

H2: Nike"s PR and international marketing strategies are effective in maintaining and enhancing its brand reputation and market position.
H3: Nike"s responses to public relations issues and controversies have had a significant impact on the company's image globally.
H4: Insights and recommendations provided in this study will be useful for businesses looking to improve their PR and international marketing capabilities in the global marketplace.

1.6 Significance of the Study

The study will contribute to the understanding of the role of public relations and international marketing in business success and the effectiveness of these strategies for global businesses. By examining Nike's PR and international marketing strategies and their effectiveness, this study will provide useful insights and recommendations for businesses looking to improve their PR and international marketing capabilities in the global marketplace. The study will also be useful for academia, as it will contribute to the body of knowledge in the fields of PR and international marketing.

1.7 Scope and Limitations

The study will focus on Nike Inc. as a case study for analyzing the effectiveness of PR and international marketing strategies for global businesses. The data analysis will be based on primary and secondary data sources, including online sources, industry reports, and interviews with Nike executives and PR professionals. However, the study has the following limitations: (a) the analysis will be restricted to Nike's public relations and international marketing activities, and (b) the findings of this study may not be generalizable to other companies in the industry.

1.8 Structure of the Study

The study consists of five chapters. Chapter 1 provides an introduction to the study, including the background, problem statement, research objectives, research questions, and hypotheses. Chapter 2 presents a literature review of relevant theories and concepts related to public relations and international marketing. Chapter 3 outlines the research methodology, including the research design, data collection methods, sampling techniques, data analysis methods, and ethical considerations. Chapter 4 presents the data analysis and results. Chapter 5 discusses the implications of the study and provides recommendations for businesses looking to improve their PR and international marketing capabilities in the global marketplace.