The Most Sustainable Sport Lifestyle Company

Introduction:

Sustainable development is often considered in terms of three main inter-linked dimensions: environmental, social, and economic. Nowadays, the quest for profit can never be the only objective of business. Combining multiple goals together three-dimensionally is a efficient way to business success (Follett. M, 2013). According to Puma’s target, it has made targets to become the most sustainable Sport Lifestyle company in the word (Puma annual report, 2012, p110). It has been pursuing its goals and shown its initiatives on sustainability in terms of social, environmental, economic during its business since 1993. Increasingly awareness on sustainability during customers is driving many companies to put sustainability on the center

In the following part, strategies made to enhance Puma’s social capital and human capital will be evaluated.

Article wrote by Quelch and Jocz (2009) claims that with shared norms of mutual obligations and responsibilities, understanding of behaviors, and high levels of trust, social capital is generated when there is a strong social organization where people are connected through networks and webs of associations. The organization build by Puma includes all its stakeholders. Puma develops code of ethics to make sure its business partners who are Puma’s stakeholders and affiliated brands to comply with all the ethical standards, to become responsible and ethical individuals and to prescribe corporate behavior.

One of the stakeholder relationships that Puma cultivate with great care is that with its employees who are working for Puma worldwide. Companies have to ensure build a strong , fair and healthy society thought promoting personal well-being, meeting the various needs of all people in existing and future communities, and creating equal opportunity (Sustainable Development Commission). To ensure communities to thrive, employees have to be paid fairly and treated decently (Scott, B. 2011) . Puma states on its website that its code of conduct aims to make sure its employees who are working for its supply chain partners and all its directly contracted partner factories work in a

Economists regard spending on training, education, healthy care as the most important investments in human capital (Becker, G). The raising capability on human capital is helpful for companies to increasing productivity, which is needed for a flourishing economy (Forum for the future). Puma offers a lot of programs such performance management for all employees, international leadership program for managers, Puma University-retail training program to encourage employees to fully realize their potential and strengthen the knowledge, skills, abilities and behavior (Puma Annual Report, 2013, p64). All these things can contribute to productive