Chapter 4

Emotional intelligence is a crucial piece in business management. In the past Adidas has struggled with handling emotional intelligence, especially with its consumers. One example is when Adidas took away the production of black jerseys because it was too expensive. By doing this they hurt the consumers of New Zealand because black jerseys are a big part of their culture. The Adidas executives need to address the components of emotional intelligence. An article from a blog sqleadership.com states that “no matter how logical, rational and cost effective – plausible or implausible – their arguments are, they are still operating at the level of the head”. Adidas needs to learn from this example and handle the fans’ emotional issue rather than the right cost based decision.

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