Nike's Sustainability Strategy: A Review of Business Ethics

Running Head: BUSINESS ETHICS
NIKE
Business ethics
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BUSINESS ETHICS 1
Introduction
In the present business world, market is getting shrink due to entry of a large number of
organization in the same market. Understand the profit related to that particular market every
organization is trying to gain major shareholding in order to remain at the top position of the
business market. In this situation, one of the most significant aspects which can maintain the
growth and development of the organization is its sustainability strategy (Tilman and Clark,
2014). This sustainability strategy helps them in connected the organization with the community
in which they are functioning in terms of economy, social and environment context.
Sustainability strategy helps the organization to generate a strong connection with the elements
present in the market in terms of government, society, and community. This report includes the
highlight of literature reviews which are connected with the sustainability acts analyzed by
various scholars. This report is also including the sustainability strategies used by Nike
organization which connected them with the environment protection program. It is also
highlighting the area of work which has been taken into action under the sustainability strategy
of the organization. For exploring this information, secondary data method has been used due
to its wide area coverage.
If there is no planet, there is no sport
As per the study it has been seen that many environmental issues have been increasing due to
activates carried by human in order to prove themselves best from nature. From the many
years, there has been a difference in between importance of environment and conversation of
the environment (Natanzon et al., 2013). It has been seen that in order to fulfill the desire of the
human, organization are ready to sacrifice asset related to environmental protection. Nike
organization has understood the importance of environment protection and has started working
on this platform with the help of their most sustainability strategy. Under this strategy Nike
organization is covering many important aspects which connect the organization with the planet
in terms of reducing carbon footprint in energy, action against waste generation, focus on water
protection and take responsibility to make use of environment-friendly chemicals (Bhattacharjee
et al., 2014).
In carbon and energy section, Nike Company has committed to reducing carbon emission
percentage in their all business operations by reducing the use of chemicals in their business
process in terms of production and supply chain areas. As per the Nike Company, these two
areas are considered as main source of carbon emission in the environment (Nike, 2019).

BUSINESS ETHICS 2
Therefore company is continuously working to lower down percentage of carbon footprint with
the help of advanced manufacturing technique in order to bring effectiveness and efficiency in
their business operations (Yu, Wei and Wang, 2014). The company is focusing on making more
use of renewable sources such as wind energy and solar energy so that they can reduce their
dependency on the non-renewable sources which will help the company to bring a reduction in
carbon emission in the environment
In addition to this, company is continuously working on the waste management technique to low
down the amount of waste produced in the company on the global level. In this company has
started recycling products like polyester, Flyleather, and Flyknit in order to use it as a
sustainable strategy to obtain a high level of waste reduction. Right Now Nike Company is
working on zero waste technology with the help of their lean technology in its product plants
(Nike news, 2018). This technology has been implementing in Nike China plant in most of the
steps in the form of automation in their manufacturing plant in which most of the steps are being
controlled by Robertic arms which offer high efficiency with great accuracy in the manufacturing
product. This helps the company in reducing waste in their business process.
(Source: Nike environment protection, 2018)
According to various researches, it has been found that water quantity and quality is being
under continuous threat due to activities of human. This issue has been well recognized by the
Nike Company and is working to reduce water footprint on a yearly base. For this company has
focused on reducing use of water in all their planet across the world with the help of innovative
technology in which they are recycling the used water and then process them to make usage
again from human point of view.