The Sustainability Strategy of Nike Company

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Introduction and the objective of the study

Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.

This paper critically analyzes Nike company sustainability strategy. Every investor or a group of investors wishes to see the business profitable at the current time as well as having good prospects for future (Werbach, 2009). For this reason, business sustainability strategy is very important. A strategy is a plan that guides the company or a business firm towards a certain direction or set goals. Thus, sustainability strategy is an action plan that a company set in order to maintain the plan toward the achievement of company’s goals in future. Sustainability strategy puts into consideration aspects such as the source of raw materials, competition, human resource development, and sustainability, and the general business environment. Thus, in evaluating a business’ sustainability, it is important to consider the business planning in this direction (Heslin and Ochoa 2008)

Nike stands out as on...

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...lations. Available at;

http://investors.nikeinc.com/files/doc_financials/AnnualReports/2010/docs/NIKE_2010_10-K.pdf/ [Accessed November 25, 2013]

NIKE, Inc., 2013. Annual Report- NIKE, Inc. - Investor Relations. Available at;

http://investors.nikeinc.com/files/doc_financials/AnnualReports/2013/index.html/ [Accessed November 25, 2013]

Nike, Inc. Fy10/11, 2012. Sustainable Business Performance Summary. Available at;

www.nikeresponsibility.com/report/files/report/NIKE_SUSTAINABLE_BUSINESS_REPORT__FY10-11_FINAL.pdf/ [Accessed November 25, 2013]

Nike. Nike: History and Heritage Available at; http://www.nikebiz.com/company_overview/history/1970s.html/ [Accessed November 25, 2013]

Thiele, P. L., 2013. Sustainability. Cambridge; Malden, MA: Polity

Werbach, A., 2009. Strategy for sustainability: a business manifesto Boston, Mass: Harvard Business Press

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