Nike Case Study
Corporate Sustainability is Attainable: NIKE Case Study
SUS 500 A1 - Principles of Sustainability
October 17, 2010
Abstract
Nike, Inc. is one of the world’s largest manufacturers and brands of athletic apparel, shoes, and equipment. The company has undergone a revolution in the past decade. They have gone from a risk management, philanthropic and compliance model to a long-term strategy focused on innovation, collaboration, transparency, and advocacy. This paper discusses the goals of Nike’s sustainability program, the paradigm shift, and the business case for sustainability. The six levels of paradigm shift are discussed as well as the motivations behind implementing a sustainable program, the risks, and rewards.
Corporate Sustainability is Attainable: NIKE Case Study Nike, Inc. is one of the world’s largest manufacturers and brands of athletic apparel, shoes, and equipment. The company has undergone a revolution in the past decade. They have gone from a risk management, philanthropic and compliance model to a long-term strategy focused on innovation, collaboration, transparency, and advocacy. They seek to thrive and lead in a sustainable economy. This paper will explore the goals of Nike’s sustainability program, the paradigm shift experienced by this company, and what business case can be construed from their efforts. The purpose is to understand the process of implementing a sustainable program, the risks, and rewards.
Goals of Sustainability Program Mark Parker, CEO of Nike, Inc., stated that “corporate responsibility must evolve from being seen as an unwanted cost to being recognized as an intrinsic part of a healthy business model, an investment that creates competitive advantage and helps a company achieve profitable, sustainable growth” (McKrael, 2009). Nike’s vision started to become a reality with the creation in 1993 of the Nike Environmental Action Team (NEAT). The purpose of this team was to serve as the controller of the environmental
SUS 500 A1 - Principles of Sustainability
October 17, 2010
Abstract
Nike, Inc. is one of the world’s largest manufacturers and brands of athletic apparel, shoes, and equipment. The company has undergone a revolution in the past decade. They have gone from a risk management, philanthropic and compliance model to a long-term strategy focused on innovation, collaboration, transparency, and advocacy. This paper discusses the goals of Nike’s sustainability program, the paradigm shift, and the business case for sustainability. The six levels of paradigm shift are discussed as well as the motivations behind implementing a sustainable program, the risks, and rewards.
Corporate Sustainability is Attainable: NIKE Case Study Nike, Inc. is one of the world’s largest manufacturers and brands of athletic apparel, shoes, and equipment. The company has undergone a revolution in the past decade. They have gone from a risk management, philanthropic and compliance model to a long-term strategy focused on innovation, collaboration, transparency, and advocacy. They seek to thrive and lead in a sustainable economy. This paper will explore the goals of Nike’s sustainability program, the paradigm shift experienced by this company, and what business case can be construed from their efforts. The purpose is to understand the process of implementing a sustainable program, the risks, and rewards.
Goals of Sustainability Program Mark Parker, CEO of Nike, Inc., stated that “corporate responsibility must evolve from being seen as an unwanted cost to being recognized as an intrinsic part of a healthy business model, an investment that creates competitive advantage and helps a company achieve profitable, sustainable growth” (McKrael, 2009). Nike’s vision started to become a reality with the creation in 1993 of the Nike Environmental Action Team (NEAT). The purpose of this team was to serve as the controller of the environmental
References: Abound Global. (2010, January 29). Nike: Renewed commitment to sustainable innovation. Retrieved from http://aboundglobal.org/2010/01/29/nike-renewed-commitment-to-sustainable-innovation McKrael, K. (2009, January). A Natural Step case study: NIKE. The Natural Step. Retrieved from http://www.naturalstep.org/sites/all/files/Nike%20Case%20Study_Jan2009.pdf Nidumolu, R., Prahalad, C. K., & Rangaswami, M. R. (2009, September). Why sustainability is now the key driver of innovation. Harvard Business Review Online. Retrieved from http://hbr.org/2009/09/why-sustainability-is-the-key-driver-of-innovation Nike. (2010). Nike sustainable business and innovation. Retrieved from http://nikebiz.com/responsibility/ O 'Reilly, T. (2004, June). Open source paradigm shift. Retrieved from http://tim.oreilly.com/articles/paradigmshift_0504.html The Capacity Evolution Blog. (2009, February 22). Six levels of sustainability: What you be is what you get.. Retrieved from http://ikan.biz/blog/2009/02/22/six-levels-of-sustainability-what-you-be-is-what-you-get-3