Nike Case Summary: Corporate Responsibility and Sustainability

Nike Case Summary
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Nike Case Summary
Corporate Responsibility and Sustainability is a key concern for many organizations as consumers want to purchase and be associated with organizations that are eco-friendly. Nike has a committee on corporate responsibility and sustainability that reviews sustainability issues, provides guidance and reports to the board on sustainability and labor practices (Nike, 2017). However, the journey to achieving this has been one full of challenges, as revealed in the case study.
Nike understands the need for corporate sustainability and that is why they designed the Air Jordan XX3 which is environmentally friendly. They applied what they call the Considered strategy to address the environmental issues that it faced right from their heavy reliance on oil to their use of toxic materials in production. Nike used focus strategy by targeting the running and basketball consumers and was able to create and market their products using experts. Nike sourced their footwear production and materials globally from 52 countries which increased their financial income. Their carbon print in 2006 was recorded to be 1.36 million tons, which was significant enough and something had to be done about it. In their 2014/2015 financial year, Nike revealed that they use actual data in their footprinting to increase their understanding of greenhouse gas emissions, energy and water use, and waste production (Nike Inc., 2015). The report indicated that they have been able to decrease their carbon footprint and their emissions have been limited to twenty percent.
Nike’s labor practices came under attack from activists who felt that the workers were exposed to poor working conditions and exposure to toxic chemicals. Initially, Nike denied responsibility and this only made things worse for them. Eventually, they acknowledged their affiliation with poor workers conditions and took measures to address the issues...