Beijing Olympics: More at Stake than Gold Medals - Summary

  In “Beijing Olympics: More at Stake than Gold Medals,” published in the China Business Review, Drew Thompson addresses the issues that the country of China,  corporate sponsors of the Games and companies operating in China face in the wake of the Games of the XXIX Olympiad this summer. Thompson dissects the issues that these groups face and also discusses possible solutions for these problems.

     First, Thompson explains the challenges and risks that China as a country faces. These include such things as the country’s press freedoms, international pressure, and it’s infrastructure and pollution. China has been known to offer limited freedoms to foreign press. A recent Foreign Correspondents Club of China survey cited at least 38 incidents of detainment since 2004. He refers to international pressure in the sense that China will be closely scrutinized by how it, “manages foreign and domestic non-governmental organizations or protesters during the Olympics” (120).  The quality of air and traffic issues headline Beijing’s problems from a infrastructure point of view, Thompson observed. He continues by saying that such efforts as relocating polluting factories and a massive tree planting scheme have helped the situations somewhat.

     Second, Thompson discusses challenges for foreign companies during the Games. He uses many big name companies as examples of corporations that have come under heat for sponsoring the Olympics in China. The Coca-Cola Co., and McDonald’s Corp. are two examples of such corporations, while General Motors Corp. has decided to not sponsor the Olympics to avoid any controversy. McDonalds’s Corp. also faces issues within China over working conditions and wages.

     Thompson concludes by offering companies advice to prepare for and prevent negative publicity during the Olympics. He suggests three steps: Perform a risk assessment, develop crisis plans, and corporate social responsibility. After this advice, Thompson discusses uncertainties about the games. He writes, “The PRC leadership has defined the 2008 Beijing Olympics as the ultimate manifestation of China’s emergence as a normal member of the international community.”  He continues by saying that China must be careful to, “avoid becoming victims of their own success” (44). Too little national pride and the public view will be that China hasn’t progressed as a country in uniting it’s people;  Too much,  and they will, “add another dimension to the ‘so called China threat’” (44).

 

 

Thompson, Drew. “Beijing Olympics: More at Stake than Gold Medals.” China Business

           

Review Feb. 2008: 40-44.