Why Nike Kicks Butt in Sustainability - 3007 Words

This article appeared in a journal published by Elsevier. The attached copy is furnished to the author for internal non-commercial research and education use, including for instruction at the authors institution and sharing with colleagues. Other uses, including reproduction and distribution, or selling or licensing copies, or posting to personal, institutional or third party websites are prohibited. In most cases authors are permitted to post their version of the article (e.g. in Word or Tex form) to their personal website or institutional repository. Authors requiring further information regarding Elsevier’s archiving and manuscript policies are encouraged to visit: http://www.elsevier.com/copyright Authors personal copy†¦show more content†¦Nike is making choices today that are intended to position the ï ¬ rm for effective competition in a sustainability-based economic environment. Several features of the ï ¬ rm, which have been fundamental to the company’s ï ¬ nancial strength, are also instrumental in the company’s sustainability performance. Among the factors most important in its sustainability positioning are:      Leadership Organizational design Market strength Market positioning Culture LEADERSHIP The primary reason for Nike’s sustainability advantage is leadership. The chief executive ofï ¬ cer (CEO) and board are very supportive of sustainability and believe it to be an essential component of the company’s long-term strategic objectives. Power is concentrated in the board chaired by founder Phil Knight, who retains controlling ownership in the ï ¬ rm. This allows the company greater ï ¬â€šexibility in the options available for balancing social and ï ¬ nancial objectives, and enables the company to make sustainability investments with a very long payback period. The board plays a signiï ¬ cant role in pushing the focus on sustainability. One critical move has been the shift from positioning sustainability as a compliance-related or riskoriented activity, as many companies do, to an opportunity for innovation. For example, in the past, one way Nike pursued sustainability was by reducing the level of regulated toxins used in its shoe designs. Today, the company uses theShow MoreRelatedThe Sustainability Strategy of Nike Company Essay2748 Words   |  11 PagesIntroduction and the objective of the study Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athleticRead MoreMarketing Mistakes and Successes175322 Words   |  702 PagesMcDonald’s, Google, Starbucks Product Starbucks, Nike, Coke/Pepsi, McDonald’s, Maytag, Dell, Hewlett-Packard, Newell Rubbermaid, DaimlerChrysler, Kmart/Sears, Harley-Davidson, Boeing/Airbus, Merck, Boston Beer, Firestone/Ford, Southwest, MetLife, Borden, United Way, Vanguard, Continental, Euro Disney Distribution Nike, Coke/Pepsi, Newell Rubbermaid, Harley-Davidson, Vanguard, Starbucks, Kmart/Sears, Hewlett-Packard, Dell Promotion Nike, Coke/Pepsi, Maytag, Vanguard, Merck, Boston BeerRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesCharacteristics Model 263 Ethical Dilemma Spitting Mad 264 Case Incident 1 Multitasking: A Good Use of Your Time? 264 Case Incident 2 Bonuses Can Backfire 265 3 9 The Group Foundations of Group Behavior 271 Defining and Classifying Groups 272 Why Do People Form Groups? 272 Stages of Group Development 274 The Five-Stage Model 275 †¢ An Alternative Model for Temporary Groups with Deadlines 276 Group Properties: Roles, Norms, Status, Size, Cohesiveness, and Diversity 277 Group Property 1: Roles