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Table of Contents
Approval Sheet: ................................ ................................ ................................ .................... 4 Task 1: Understandings ................................ ................................ ................................ ......... 5 Introduction: ................................ ................................ ................................ ..................... 5 Importance of the title: ................................ ................................ ................................ ...... 5 History of the organisation: ................................ ................................ ............................... 5 Aim of the Research:................................ ................................ ................................ ......... 6 Outcomes of the Research: ................................ ................................ ................................ 6 Scope of the Research: ................................ ................................ ................................ ...... 6 Limitations: ................................ ................................ ................................ ....................... 6 Task2: Literature Review: ................................ ................................ ................................ ..... 6 Introduction: ................................ ................................ ................................ ..................... 6 Products: ................................ ................................ ................................ ........................... 6 Nikes View on CSR: ................................ ................................ ................................ ........ 7 Factors causing changes in CSR of Nike: ................................ ................................ .......... 7 CSR related with innovation: ................................ ................................ ............................ 7 Changes in CSR due to Globalization:................................ ................................ ............... 8 Task3: Research Methodologies Detailed Study ................................ ................................ . 8 Introduction: ................................ ................................ ................................ ..................... 8 Research Methodologies: ................................ ................................ ................................ 10 Research Types: ................................ ................................ ................................ .......... 10 Research Approach: ................................ ................................ ................................ .... 11 Research Philosophy: ................................ ................................ ................................ .. 11 Research Strategy:................................ ................................ ................................ ....... 11 Conclusion: ................................ ................................ ................................ ................. 12 Research Flow: ................................ ................................ ................................ ............... 12 Data Types: ................................ ................................ ................................ ................. 12 Data Source:................................ ................................ ................................ ................ 12 Analysis: ................................ ................................ ................................ ..................... 12 Presentations: ................................ ................................ ................................ .............. 13 Conclusions: ................................ ................................ ................................ ............... 13 Task4: Findings and Recommendations: ................................ ................................ ............. 13 Title: ................................ ................................ ................................ ............................... 13
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Description: ................................ ................................ ................................ .................... 13 Bases: ................................ ................................ ................................ ............................. 13 Recommendations:................................ ................................ ................................ .......... 13 Time Flow by Gant chart Representation:................................ ................................ .... 14 Conclusions: ................................ ................................ ................................ ....................... 15 References: ................................ ................................ ................................ ......................... 16 Books: ................................ ................................ ................................ ......................... 16 Websites: ................................ ................................ ................................ .................... 16
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Approval Sheet:
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TITLE: The Effect of CSR (Corporate Social Responsibility) on Nikes Performance Task 1: Understandings
Introduction:
The entire research depends on the title mentioned above. Nike is the leading sports brand with almost its incursion in all kind of sports like cricket, football, basketball, and golf etc. The timeline and history of Nike as a brand developed in a short period of time is described below. Apart from the product shoe which is the main trademark of Nike, it is also releasing clothing for all kind of sports, sporting accessories etc. The marketing strategy is very innovative as it exploited the peoples craze of sports, they made many sports personality the brand ambassadors for Nike which attracted more customers and also it gave confidence for developing new products in the market. As the business developed, Nike always noticed the responsibility it bares on the shoulder and kept them updated. Among the responsibilities, CSR was mainly aimed by Nike because it has major impact on the performance of the organisation. In this document the methods used for conducting a detailed research on how maintaining CSR functionality has an impact on the performance of Nike. It is also explained why the title carries so much importance regarding Nike, what are potential benefits this research will bring in the organisation to plan the strategies for the future. The researcher has also suggested some recommendations which can be taken into account for planning.
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Limitations:
Performance of any organisation is not limited to particular issues or factors. In this research, researcher is only discussing on how changes occur in the performance of an organisation due to maintaining the functionality CSR. Various strategies of an organisation help the performance and also a huge part lies on the market situation which is very competitive in modern world which are not discussed. Task2: Literature Review:
Introduction:
In this section the researcher review and analysis all the reports and literatures on the given title by different authors and analyst. As the title chosen by the researcher is sensitive topic because CSR has became one of the critical functions of the business in modern world. Published articles which are related to the title is analysed and from this analysis researcher draws the recommendations and conclusions.
Products:
The primary production plans for Nike products are footwear that is used for purpose of sport of any kind. The footwear product is one of the most selling commodities in Nike, in parallel to their footwear market. Nike is also manufacturing various other sports apparels with the same features which are available in their footwear collections. Most of the focus is on the production of sports activities, for e.g. performance equipments introduced by Nike such as eyewear, timepiece, skates, bats, etc are most known products. As the business got developed, now there is no sport activity without any of the products of Nike and it helped
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the global market attraction as well because the sport is one place where different nations participate.
products and services, but in most cases, CSR is considered as effective mechanism for reducing risk and cost reduction which is revealed in the study of Hockerts (2008) and also only few organisation which are highly rated follow CSR for driving the innovation of their products.
Introduction:
In this section of the report the researcher make a detailed study of various tools for conducting the research of the given title. It is also important for the researcher to understand methodologies available in this field which helps for choosing the right one. Interpretation of the data collected is performed with the involvement of various tools and techniques which
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Quantitative Types Qualitative Deductive Approach Inductive Research Methodologies Positive Philosophy Phenomenon Theoretical Strategy Empirical
Fig: 1: Various methodologies of research in the form of flow diagram. arious Various methodologies are studied and anal sed, then the researcher describes v tools used for data anal sis and interpretations as the flow of research pattern shown below,
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Research Methodologies:
Research Types:
here are two t pes of research available which is classified on the basi of the data s collected and they are Quantitati e Research: he research types are classified as mentioned earlier, according to data obtained and the analysis performed, in quantitative research empirical analysis are followed. Researcher decides depending on the need of the research the amount and values of data to be collected. Quantitative research results in the analysis of all numerical values of various achievements and reports. heoretical researches are also used, where all the source of da available, online, ta newspaper etc are used. Qualitati e Research: his type of research is used for the analysis of the behavioural science. It focuses mainly on the behaviour of the humans responding to certain scenarios. Reports will no longer help qualitative type of research as quantitative research, conducting more surveys and interview with the customers will have much better help. Since this research focuses on the behavioural analysis, methodical analysis is never a part of this research.
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In empirical type of research, depending on the number of experiments conducted by researcher helps for better analysis.
Research Approach:
On the basis of quantitative and qualitative research methodologies, the approach toward each research can be classified into two, Deductive Approach: This type of approach is the most effective among the two. All the available data from various sources are analysed and result is obtained, during the analysis the researcher should have the assumption capability, opinion capability and validating both these assumptions and opinions. Inductive Approach: This type of approach is in the level lower than of deductive approach, where opinions are outlined in this approach, concept wise knowledge is most preferred in this type where tentative hypothesis is used.
Research Philosophy:
Classified into two types, Positive Philosophy: Regarding the time consideration, this philosophy is most effective and it is based on the available data represented in a huge model of operations. Hypothesis is examined precisely after its regulation. Researcher is independent in this case and the values of science are evaluated. Phenomenal Philosophy: It depends on the meanings obtained from the statement of human beings. The only part where it back logs the other philosophy is at the time consumption. Even small factors are considered important and that analysis takes too much time.
Research Strategy:
Theoretical Strategy: Data available from various sources are used in this strategy. Facts are given more importance and also phenomenal data are used. Reference of available data is used by these strategic methods. Empirical Strategy: Internal links are never considered, where the solution found will not be effective because a doubt exist in the mind of the researcher. Available external links are expanded and carefully analysed.
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Conclusion:
In this research, the researcher have selected from the above options on the basis of the title, which effect of CSR on Nike and hence quantitative research, inductive approach, theoretical strategy, and positive philosophy flow of research methodology is used.
Research Flow:
Data Types:
The researcher analysed on various types of data available regarding the title chosen. It is a necessary task for the researcher in understanding the data types and so it will help the researcher to interpret the data accordingly. There are two types of data available which are, Quantitative: This type of data is used where there is a need of precision result for the analysis of the results. The form of such data types in most of the case will be in numerical form. The performance of Nike is better to be projected in precise values in means of sales, expenditure, gross profit etc. Percentage representation is mostly used for this kind of data. Quantitative type of data can be further classified into two,
1. Discrete Whatever quantity measured and represented in terms of whole number are discrete data types. 2. Continuous When the quantity is represented in a scale of period, time or any other measurement is continuous data types.
Qualitative: Information or data is represented in other forms than representing it by terms of numbers and then such data types are called qualitative data types.
Data Source:
The source for the availability is huge while considering any situations. In this report the researcher has wide range of choices, it is only necessary for the researcher to choose which source should be used for the data interpretation and analysis. The primary data source will be getting information from customers, which can be through surveys conducted directly and indirectly, then interview with managers, corporate meetings on this issue, analysing the behaviour of the company in the past the effect of CSR etc. Documentary and survey are other methods where source of data are available.
Analysis:
In the process of analysing there are two techniques used which are
1. Quantitative Technique This technique is used in a way that the data obtained through various tools are formulated accordingly to the source of the data and sampling technique is performed Ethames Graduate School Page 12
on the data. The most effective and cost controlled sampling technique which is used by the researcher is convenience sampling.
2. Qualitative Technique Data of performance analysis of the competitive organisation of Nike is used for analysing and such technique where information and reports of other organisation are analysed is called qualitative technique.
Presentations:
All the data collected which are sorted into reports and presented in way of power point presentations, word file, graphs, plots etc.
Conclusions:
It is the most vital part of the research and the survey is conducted by preparing a questionnaire in which questions are developed so that the answers wrote down will be to the point for the needs. Forming questionnaire by the researcher in a suitable manner will decide how effective the research will be at the end. Task4: Findings and Recommendations:
Title:
With the knowledge obtained from literature review and research methodology a title which best suits the research is Pursuing CSR objective through advocacy with the power of Nike.
Description:
Customer Social Responsibility (CSR) is function which Nike feels responsible pursuing it and the value for the brand name improve the power of the responsibility in pursing the CSR policy. The method preferred by Nike is through advocacy. In the recent years, commitment on Nike towards achieving these goals are reflected by legislative and initiative of public policies driven by the power of brand name. Public policies keep on changing and it is important for Nike to be on the top of these changes and hence advocacy is preferred.
Bases:
The recent trend of Nike is focussing mainly on three areas, through an integrated and innovative business approach to the supply chain, the business operational conditions are standardised and improved. Innovation in their products and supply chain helped Nike to reduce its global environmental footprints. Sporting activities were spread along youth by Nike with the help of its powerful brand name.
Recommendations:
An improvisation is made in the information system which includes both data collection and information management systems which will help in planning the strategy for the future with more robust and reliable data. More integration of CSR into the business will
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be necessary in the future and also a plan for handling the pressure when CSR compliance, price, quality and delivery goals are running parallel. Establishing an effective industrial relationship is a must and for a positive step forward in the industry disclosing the supply base will help. Extending the stakeholder engagement, forming new partnerships and collaboration have always been benefited to Nike obtained from the analysis of the past report.
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Conclusions: From the literature review, detailed understanding for the need of the functionality CSR in a business environment is obtained. The researcher knowledge on how a research is conducted is completely studied and in future with the help of this report he can do any number of researches and projects. Research methodology gives a brief idea of what and how researches are conducted and formatted into a report in the presentation section. Researcher by conducting this report is able to plan the entire time structure of the research and the timeline for completing each section is clearly mentioned. Managers find it easier with this report for analysing the various methods available and appropriate strategic planning are modelled.
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References:
Books:
[1] Manuel E. Contreras, 2004. Corporate Social Responsibility in the Promotion of Social Development, 1st Edition. Inter-American Development Bank [2] Elena Bueble, 2009. Corporate Social Responsibility: CSR Communication as an Instrument to Consumer-Relationship Marketing, Edition. GRIN Verlag [3] Sri Urip, 2010. CSR Strategies: Corporate Social Responsibility for a Competitive Edge in Emerging Markets, 1 Edition. Wiley [4] Kolja Paetzold, 2010. Corporate Social Responsibility (CSR): an International Marketing Approach, Edition. Diplomica Verlag [5] William B. Werther, 2010. Strategic Corporate Social Responsibility: Stakeholders in a Global Environment, Second Edition. Sage Publications, Inc
Websites:
1) Nikebiz: Nike Responsibility. 2011. Nikebiz: Nike Responsibility. [ONLINE] Available at: http://www.nikebiz.com/responsibility/.Corporate Social Responsibility - Companies in the News - Nike. 2011. Corporate Social Responsibility - Companies in the News - Nike. [ONLINE] Available at: http://www.mallenbaker.net/csr/CSRfiles/nike.html. 2) Nike, Inc. Corporate Social Responsibility News, Reports and Events CSRwire.com. 2011. Nike, Inc. Corporate Social Responsibility News, Reports and Events CSRwire.com. [ONLINE] Available at: http://www.csrwire.com/members/12858-Nike-Inc-. 3) CSR and Business Strategy with Nike World is Green. 2011. CSR and Business Strategy with Nike World is Green. [ONLINE] Available at: http://worldisgreen.com/2007/06/05/csr-and-business-startegy-with-nike/. 4) Nikes Corporate Social Responsibility efforts falling short? (or, why Im so sceptical about CSR) | Sasha Dichter's Blog. 2011. Nikes Corporate Social Responsibility efforts falling short? (or, why Im so sceptical about CSR) | Sasha Dichter's Blog. [ONLINE] Available at: http://sashadichter.wordpress.com/2008/11/24/nikecorporate-social-responsibility-efforts-falling-short-skeptical-about-csr/. 5) Nike Spends $25 Million on CSR Annually; Refuses to Pay $2.2 Million in Severance to Honduran Garment Workers | Corporate Social Responsibility. 2011. Nike Spends $25 Million on CSR Annually; Refuses to Pay $2.2 Million in Severance to Honduran Garment Workers | Corporate Social Responsibility. [ONLINE] Available at: http://www.justmeans.com/Nike-Spends-25-Million-on-CSR-Annually-Refuses-Pay2-2-Million-in-Severance-Honduran-Garment-Workers/22753.html. 6) Nike Timeline. 2011. Nike Timeline. [ONLINE] Available at: http://xroads.virginia.edu/~class/am483_97/projects/hincker/timeline.html.
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7) . 2011. . [ONLINE] Available at:http://www.samfundsansvar.dk/graphics/Samfundsansvar.dk/csrinnovation/Dokum enter/literaturereviewsep08full.pdf. [Accessed 18 June 2011] 8) 2.1.1 Overview - NIKE, Inc. 2011. 2.1.1 Overview - NIKE, Inc. [ONLINE] Available at: http://www.nikebiz.com/crreport/content/strategy/2-1-1-corporate-responsibilitystrategy-overview.php?cat=cr-strategy. 9) Nike Case Presentation. 2011. Nike Case Presentation. [ONLINE] Available at:http://www.scribd.com/doc/3903349/Nike-Case-Presentation. 10) Nikes Core Values | The Natural Step. 2011. Nikes Core Values | the Natural Step. [ONLINE] Available at: http://www.naturalstep.org/en/usa/nike-s-core-values. 11) Strategic Analysis of Nike, Inc. 2011. Strategic Analysis of Nike, Inc. [ONLINE] Available at: http://condor.depaul.edu/aalmaney/StrategicAnalysisofNike.htm. 12) . 2011. . [ONLINE] Available at: http://gredos.usal.es/jspui/bitstream/10366/68683/1/TM_TiagoMelo_Effects_of_CSR _on_Brand_Value.pdf. 13) Corporate Social Responsibility - Companies in the News - Nike. 2011. Corporate Social Responsibility - Companies in the News - Nike. [ONLINE] Available at: http://www.mallenbaker.net/csr/CSRfiles/nike.html. 14) Unit 11 Section 1 : Types of Data. 2011. Unit 11 Section 1: Types of Data. [ONLINE] Available at: http://www.cimt.plymouth.ac.uk/projects/mepres/book7/bk7i11/bk7_11i1.htm.
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