Abstract
In an era marked by global trade disruptions and rising protectionist policies, firms must navigate the complex interaction between tariffs, supply chain strategy, pricing decisions, and marketing communication. This thesis investigates how three multinational corporations Walmart, Nike, and Apple responded strategically to shifting tariff environments and trade restrictions between 2018 and 2025. Drawing on primary data from corporate 10-K filings and secondary analyses from recent economic and management literature, the study examines how each firm’s decisions regarding sourcing diversification, cost management, and consumer engagement contributed to long-term resilience.
Findings reveal that companies integrating supply chain adaptability with coherent pricing and brand communication strategies were best equipped to sustain profitability amid trade uncertainty. Walmart leveraged operational flexibility to preserve consumer trust through value-based messaging; Nike offset cost pressures with brand-driven marketing and digital influence; and Apple diversified production while maintaining its innovation-centered positioning. By connecting these corporate responses to broader economic trends, the research demonstrates that strategic integration across business functions, not isolated policy or marketing adjustments, is the key determinant of resilience in a tariff-driven global economy. This interdisciplinary approach bridges insights from economics, marketing, and supply chain management, offering a framework for understanding how firms can transform global trade pressures into opportunities for sustainable growth.
Semester/Year of Award
Fall 12-1-2025
Mentor
Dr. James Kirby Easterling
Mentor Department Affiliation
Business
Access Options
Open Access Thesis
Document Type
Capstone
Degree Name
Honors Scholars
Degree Level
Bachelors
Department
Business
Presentation
https://www.canva.com/design/DAG33Y_LZ4U/behg_mwwWMPi2QSYfU0YIA/edit?utm_content=DAG33Y_LZ4U&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton
Recommended Citation
Haas, Jacob D., "Beyond the Price Tag: Unveiling the Hidden Impacts of Tariffs on Businesses and Consumer Behavior" (2025). Honors Theses. 1113.
https://encompass.eku.edu/honors_theses/1113
