managementreportaboutnike.docx
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managementreportaboutnike.docx
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managementreportaboutnike
Tableofcontent
Executivesummary
ThisbusinessreporthasinvestigatedtheNike.Inc’ssustainabilitybydoingsomeanalyzeaboutthecurrentdata,themanagementjournalsandarticlearefromthebusinessdatabasesuchasEBSCOhost,
ItalsoexplainstheideasthathelpmanagersofNiketoachieveitsgoalsinbothprofitandsustainability,althoughdifferentpeoplemayhavedifferentpointofviewsaboutthis,itisstillveryimportanttomanagerofabigcompanylikeNike,itisoneoftheleadersinthefootwearindustry,whattheydidmayaffectothershoescompanies.ThemanagersinNikeshouldknowtheneedsandwantsofthetargetcustomers,whiletheyneedstothinkingabouttheenvironment,globeeconomictrendandtheethics.Theeconomyisrevivingsincetheglobefinancialcrisis,themanagerstocarryoutsomenewplantofitthechangingenvironment.Whatismore,thesocialresponsibilityshouldbeconsiderateinordertoachievethegoalsandrunbusinesssustainable.Thisreportwillonlyfocusontwomanagementfunctions,planningandleading,whatismore,becauseofthelimitofinformation,lackofprimarydata,andthemethodology,thereportmayhavesomeerrorswhichcanbeimprovebydoingsomespecificresearchaboutthistopic.
1.Introduction
ThisreportisaimedtoindicatehowtheplanningandleadingmanagementfunctioncanhelpNikemaximizethefinancialprofitandatthesametime,remainingsustainability.Nike,theworld'sshoemaker,doesmoredominatingthanassisting,tocaptureaheftyshareoftheUSathleticshoemarket.Itdesignsandsellsshoesforavarietyofsports,includingbaseball,cheerleading,golf,volleyball,hiking,tennis,andfootball.NikealsosellsColeHaandressandcasualshoes,aswellasathleticapparelandequipmentthepast,mostoftheorganizationswerejustcaredabouttheirprofit,whilesincetheenormouschangescausebytheenvironment,suchasclimate,pollutions,waterandnatureresourcescarcity,peoplebegintoawareofthesustainablemanagement.Itisnotonlyawaytosavemoneyorreducethecost,inthecomingfuture,itmaybringmorebenefittoo.Sustainablemanagementis“theresponsibilityofallorganizationstoensurethattheiroperationsuseallformsofcapital–human,naturalandfinancial–insuchawaythatallstakeholdersreceivevalue,andthatthecapitalrequiredbyfuturegenerationismaintained”(Robbins,Bergman,Stagg&Coulter,2008).Despitefromthesedirectinfluences,sustainabilityalsohassomepotentialimpactonorganizations.Itmaybecomeameasureofsuccessbyusingnewwaysofmanagementortechnology.
Thisreportwillfocusontwoofthemanagementfunctions:
leadingandplanningtofigureoutifthereistherelationshipbetweensustainablemanagementandthesetwofunctions,ifso,howtheyaffecteachotherwillbecoveredtoo.Thefirstpartwillmainlyexplainleadingfunction,howthemanagersofNikeleadingtheirteambyusingrelatedtheoriesandconceptstoachievetheorganizationgoals.Whiletheplanningfunctionwillbecoveredinthesecondpart,becausewithoutagoodplan,Nikecannotmeetthesuccessliketoday.Afterthat,therecomesabriefconclusionandfiverecommendationswhichneedtobeimproved.Themainsourcesofthisreportisjournalarticlesandthetextbooks,allofthesearesecondarydata,considerateaboutthissituation,itisreasonablethatsomesmallerrorsoccurredalthoughitshouldbeavoid.
2.Leading
Agoodleadershouldknowhowtomotivate,influence,selectthemosteffectivewaytocommunicateanddealingbehaviorissuesofemployees(Robbins,Bergman,Stagg&Coulter,2008).Fromthisdefinition,itisindicatedthattheimportanceofagoodleader.Consequently,tomaximizetheprofitcannotbedonewithoutleading,especiallywhensustainabilityisrequired,becauseitisakindofabilitytoensurethatitmeetsthepresentneedsanddonotcompromisethefuturegenerations’abilitytomeettheirneeds(Robbins,2008).Accordingtocharismatictheory,environmentsensitiveisoneofthekeycharacteristics.Ifaleaderdidnotkeepsustainabilityinmind,hisorherteamcannotdotheirjobinasustainableway.Notonlythehumanresource,butalsosomeotherresourcewillbewastedtoo.Forexample,theelectricity,gas,waterorapieceofpapermaybeusedinefficiently.Underthissituation,theorganizationshardlygainmaximumfinancialprofit.Leadershavetheroletoexplicatingthegoalsandrigidrulesandprocedures,asTinkerHatfield,whoistheNike’sVicePresidentofinnovationDesignandSpecialProjectsaidthegoalwastomaketheAIRJORDANXX3bestever,bothinperformanceandsustainability.Therefore,theshoesmaximizeefficientuseofmaterialsmostofwhichareenvironmentfriendly(Nike,2008).Withoutaleadingfunction,Nikemayconcernlessaboutthesustainabilitythanfinancialprofit.Howcanbusinesseseffectivelyaddressthepossibilityofanenvironmental“tippingpoint”Somebusinessleadersseewin-winpathwaysthatnotonlyallowthemtoaddresstheenvironmentalconcern,butalsotheirownbottomlines.Businessesthatsetandachievegreenhousegas(GHG)reductiongoals,increasetheuseofrenewableenergysources,andimproveenergyefficiencyareonthiscuttingedge(EnergeticBusinessLeaders,2006).
Therecomesanotherexample,JohnR.HokeIII,whoistheNikeInc.’schiefdesignguru,isencouragingNike’sdesignteamstothinkofMotherNatureastheyworkoncreatingalineofsustainableproductscalledNikeConsidered.Thisnewlineis“dedicatedtoproductdesignthatdeliversmorefromless,”meaninglessenergy,lesschemicalcontent(glues,plastics,andadhesives),andlesswaste.Hokenotes,“We’vecreatedaNikeConsideredTeamtoinfusethisnew,overarching,andsustainable-designapproachthroughoutallofourproductengines.Notoneproductordesign,butanewwayofthinking.NikeConsideredisourapproachtoembeddingcorporateresponsibilitynotonlyintohowaproductismade,butalsointohowitisconceived.”(EnergeticBusinessLeaders,2006).thisisananswertoindicatethathowNikeisgoingaboutreachingthesesustainabledesigngoals.Whatismore,bygivingsomenewideastothedesignteams,nowtheyhavenewwaysofthinkingaboutcrimping,folding,orbendinginsteadofcutting,sewing,andgluing.Hokedeclares,“Designersareinapositiontohelplead,tohelpmakesubstantivechangeintheworld.Ibelievethisenvironmental/sustainableapproachtocreationisabigdeal.Iwanttobeontheforefront.IwantNiketobethere.”(EnergeticBusinessLeaders,2006).
4.Planning
Planningisanothermanagementfunctionthatinvolvesdefininggoals,establishingstrategiesforachievingthosegoals,anddevelopingplanstointegrateandcoordinateactivities(Robbins,2008).Actuallysomeideasaboutplanningalreadyhavebeencoveredinlastpartofthereport,becauseoneoftherolesofmanagerorleaderistosetgoalsfortheorganization.WhyplanningisalsoveryimportanttosustainablemanagementFirstlyistheprocessofdecisionmaking.Thereareeightstepsinthisprocess,eachstepneedsthinkverycarefullytoavoidsomemistake,sothatmanyriskscanbeavoidatthesametime.Whensomeideaswhichagainstthesustainability,afterthedecisionmakingprocess,theriskislikelytobereduced.Secondly,theinformationgatheringduringtheprocesscanhelpthemanagerthoroughlyunderstandtheirbusiness,competitors,marketconditionandrisk.Inaddition,themanagercanknowbetterabouttheexternalenvironmentwhichincludingnatureresourcesandotherelementswhichcanaffectthesustainability,furthermore,thefinancialprofitmayincreasesincetherisksarereduced.Thirdly,planningfunctionforcesmanagertoconsiderallaspectsofthewholebusiness,boththebottomlineandthesustainability."What'sgoodfortheenvironmentisgoodforthebottomline"isanincreasinglycommonsentimentinthebusinesscommunity(Falt,2006).
Nike,Inc.isthelargestsupplierofathleticshoesintheworld.Itcreatesmaximumvaluebyconcentratingonpreproduction(researchanddevelopment)andpostproductionactivities(marketing,distribution,andsales),linkedtogetherbyperhapsthebestmarketinginformationsystemintheindustry(Quinn&Hilmer,1995).Atthattime,Nikeconsideredlessabouttheenvironmentliketoday,incontrast,aninitiativesuchasNike's"Reuse-A-Shoe"program(Nike2004),whichrecyclesoldshoestocreatenewproductssuchasbasketballandtenniscourtsandathleticstracks,hastobebetterthanaddingtoalreadyoverflowinglandfills.Thisexampleofwhatwecall"life-cyclethinking"isjustoneofagrowingnumberofinnovationsthattogethercouldmakeadifference(Falt,2006).
Fromthisexample,theplanofNikechangedalotincaseofkeeptrackwiththefast-movingworld.ItprovidesaclearwaytoNike,whichissustainability.Nike,Inc.andHewlett-Packardtiedfor“BestSustainabilityReport.”Nikewascitedforunprecedentedtransparencyregardingitssupplychain,aswellasconveningareviewcommitteeincludingexpertsfromtradeunions,non-governmentalorganizations,academia,andindustryforadviceinpreparingitsreport(Business&theEnvironment,2006).
5.Conclusion
Inthisreport,twoofthemanagementfunctionsareconcentrated,thereareleadingandplanning.WhatisthebestwayfororganizationtomaximizethefinancialbenefitsofafocusonsustainabilityinanorganizationAtthisuncertaintime,theorganizationsshoulduseinnovativetechnologiestonotonlyearnmoney,butalsosavemoney.Besides,sustainabilityencouragesorganizationstofindevencreatesomenewbusinessvalue,thismayaffe
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