Milestone One: Nike

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Specifically, you will focus on the ways in which Nike applied
leadership thinking and strategy to address global perceptions as a
response to the criticism the company faced during the 1980s and 1990s.

For example,

as noted on page 4 of the case study attached, Nike has a strong commitment to innovation, but at the same time, the company also believes in sustainable development.One might consider this emphasis on innovation

and sustainability to be a major driving force in terms of Nike’s overall views and goals.

Yet in the early 1990s, the company faced heavy criticism for its use of contracted factories in which working conditions were less than adequate.This critical response led to changes in the use of these factories as a response by the leadership team. The result was a change in policy and an improvement in conditions.

From this short example, you can sense the cycle in which CSR often develops. First, a company has a stated or inferred core value (sustainability); next, the company is faced with a critical event (in this case, criticism by consumers and the media); then, the company responds with a new policy or action changes in the use of oversea factories); and as a result, there are ramifications (increase in sales, etc.).

Specifically, the following critical elements must be addressed in your paper.

  • Describe Nike’s views and goals as related to CSR.
  • Explain the evolution of Nike’s views and goals over time.
  • Identify critical events that occurred over Nike’s History.
  • Explain how the critical events affected Nike’s CSR policy.
  • Describe how Nike Leadership responded to each critical event.
  • Explain how the response was motivated by Nike’s views and goals.
  • Identify the ramifications of Nike’s response.
  • Explain how Nike acted in a proactive fashion (internally and externally in the creation of its new CSR policy.

Guidelines for Submission: Your “goals, events, and response” report must be 7- 8 pages in length and must be written in APA format. Use double spacing 12 -point Times New Roman font and one – inch margins.


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