Eth 301

Should the companies that dropped Tiger Woods during his scandal now reinstate him?

By:

Case Study, Module One

ETH 301: Business Ethics

TUI UNIVERSITY

Dr. Daniel Omoh, Core Professor

15 April 2010

INTRODUCTION

This case study will research the question on whether or not Tiger Woods should be reinstated by the companies that originally endorsed him and suddenly cut him off after a media expose. We will first look at Tiger’s image, or at least the public image. Next, we will take a look at the amazing contracts Tiger received as a result of said image. The next issue to examine will be Tiger’s transgressions and the media feast that followed. We will then transition to Tiger’s legal consequences and subsequent return to commercialization. Finally, the question of whether or not Tiger should be endorsed again will be answered. So, let’s look at the first issue, Tiger’s image.

IMAGE OF A MODEL CITIZEN

Tiger Woods is the product of a careful molding. His mother and especially his father were involved in every moment of his life and carefully made decisions for Tiger at every turn. Tiger’s golfing practice schedule as a child was excessive and occupied his every waking moment with the exception of studies. This rigorous schedule paved the path for Tiger’s entry into Stanford University and carried him through his college years. He had strict parents and endured a very structured upbringing. He was the model American with an unbelievable talent. He was everything a father or mother would want their son to be. Consequently, that combination of talent and good guy image attracted the corporate world.

TIGER’S CONTRACTS

When Tiger Woods arrived on the scene, companies could not believe what they were seeing. Here stood everything an advertiser hoped for. He had squeaky clean image, an unmatched talent, he knew how to handle the media and had a history of good behavior with no skeletons in his closet. Nike golf signed a...