Contemporary Management Issues in the 21st Century - A Case Study on Nike

This case study evaluates the role of information and communication technology on the management of workforces in organisations, policies in context of talent acquisition, learning and development, and change management process in order to compete more effectively after covid-19. It also discusses the role of leaders of Nike in terms of implementing new initiatives and recommendations on new initiatives to survive in New Normal.

Contemporary
Management Issues in
the 21st Century

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Using relevant theories and models, critically evaluate the role and impact of information and
communication technology on the management of workforces in organisations........................3
Critically evaluate the existing policies in context of talent acquisition, learning and
development, and change management process in order to compete more effectively after
covid-19.......................................................................................................................................4
Role of leaders of Nike in terms of implementing new initiatives..............................................5
Recommendations on new initiatives to survive in New Normal...............................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Business may be defined as an enterprise unit that is engaged in various types of
activities such as industrial or commercial in order to earn profit. Management is the
composition of various phases that are coordinated in a manner so that organizational goals can
be obtained. It plays a vital role in the success of an enterprise. There are several factors which
affect the business operations directly or indirectly. Covid-19 pandemic is the major factor that
had affected the business very widely (Marikyan and et. al., 2022). This case study is based on
Nike, an American multinational company that deals in apparel, footwear and accessories. It was
founded in 1964 by Bill Bowerman and headquartered in Beaverton. This case study will
include the theories and models and the policies in context to talent acquisition along with the
roles of leaders and the recommendations of the new initiatives that the company should adopt.
TASK
Using relevant theories and models, critically evaluate the role and impact of information and
communication technology on the management of workforces in organisations.
In the every aspect of organization, the role of information and technology is invincible.
By having a better technology, the organisation can perform in a very effective and efficient
way. Technology helps in eliminating the time consuming processes in a very cost effective way.
The roles of information and communication technology are explained below:
 There are various management software programs which makes the task easier
and facilitates multitasking feature to the people.
 Technology helps in communicating with the other individual from one place to
another and links the whole world in a short span of time (Özbekler, 2022).
 It facilitates in reaching to the target customer in a while with the help of Digital
Marketing.
After the pandemic, the technology has played an important role in the formulation of strategic
planning which leads to the attainment of organisational objectives. It becomes an essential part
of the organisation. In context with Nike, it is also taking measures to mitigate the impact of
Covid19 by introducing digital resources to link the athletes with its customers. It is striving to
increase the sales revenues by making its digital system strong. As a result of Covid19, it had to
close its stores in China and US because of the decreased sales. It enhanced its digital strategy

and has given the name after Conid19 “New Normal”. It also created connectivity of customers
to big brand influencers i.e. big athletes. The following are the digital platforms provided by
Nike for free :
 Digital Ecosystem : Nike has developed digital workouts and resources. It has also
created its Nike app, Nike Training Club app , Nike Running Club App, Social Media
platforms. It has its own website nike.com and podcast i.e. Trained.
 You tune Channel : During Covid19 pandemic, its Nike Master Trainers delivered live
workouts free of cost on their you tube channel (Gorain, 2022).
 Digital Fitness : Its products i.e. sports equipments, footwears and apparels are
advertised by big athletes such as Christianio Ronaldo on social media using hashtags
like #thelivingroomcup.
Critically evaluate the existing policies in context of talent acquisition, learning and
development, and change management process in order to compete more effectively after covid-
19
There are several policies drafted in context to the talent acquisition of Nike which are
explained below:
 The most common approach that company is adopting is to hire the skilful and talented
employees so that work can be done in an efficient manner.
 Nike is adopting a specific set of standards for acquiring the talents in order to get the
right candidate for the right job.
 After the pandemic, it uses digital platforms to hire the employees, in a shorter period of
time.
Learning and development
Formulation of various strategies which helps in learning and development of the
workforce are adopted by Nike. In order to enhance the efficiency of the employees, it is
required to provide with effective learning and development programs (Kasperson and
Kasperson, 2022). Due to the pandemic, the learning abilities had depleted among the employees
, so the company should encourage the employees in taking the training sessions.
Change management process -
After the covid-19, it is important to be analysed the need of change process in an
organisation. The companies are adopting the new technology so that they can compete with

their competitors in the market. The organisation can perform effectively by formulating the new
strategies of change process. Before the pandemic, Nike was using the traditional method of
reaching the target method. Now it has changed its model to a new modern method of engaging
with employees as well as with customers.
Nike has been responding to the covid19 impact by adopting technology in the business.
As a part of change management process, it has initialised digital transformation and developed
Nike's brand strategy (Degórski and Degórska, 2022). The elements of its digital transformation
include :
 Sneakerheads platform : It has introduced Sneakerheads app to develop a large
customer base for its high demand shoes.
 Analytics : After Covid19, it uses its digital platforms to data regarding customers
preferences through different digital channels to design new products.
 E-commerce : To enhance the sales as a response to impact of Covid19, it has developed
more shopping apps and platforms.
Role of leaders of Nike in terms of implementing new initiatives
In every organization, leaders play a crucial role for initiating any policy or responding to
any negative situation by motivating the employees to take the challenging tasks and achieving
the overall objectives of the organization by increasing sales revenues. In context with Nike, it
was working with its long time tech-executive John Donahoe since 2014. During covid19, it took
various technology initiatives by developing multiple digital platforms and mobile apps etc. Its
CEO has said that they have earned more enough via their digital sales (Hopkins and et. al.,
2022).
 For digital transformation, leaders are required to define the common goals for the
organization like Nike’s CEO did by defining the digital transformation goals after
covid19. Its leadership style includes team management with advance IT knowledge and
professional skills.
 The leaders of Nike had the target of achieving 33% rise in direct-to-consumer sales till
2022 that they had already achieved in 2019 through their digital transformation strategy.
 Leaders are in charge with taking effective decisions for their workforce and employee
well-being. In order to response the impact of covid19 , they need to introduce the

technology and innovation to survive in the competitive market. In context with Nike, it
kept on showing live workouts free of cost on its YouTube channel that led to loyalty of
customers and this proved to be rational decision in the interests of the company.
 Leaders of Nike communicate their progress to the stakeholders via their website
nikeresponsibility.com that provided massive benefits in the corona pandemic when it
could not conduct physical meetings and gave the information through website and
quarterly electronic newsletters etc. (Glynn and et. al., 2022).
 In Europe, its general manager states that during covid19, it has increased number of
customers for its app and you tube channel , all using Playinside and Nikemoscow.com to
stay positive and safe. Its leaders are able to create safe environment for its workforce
while ensuring teamwork as well with the best use of technology and being the best
performer in global market.
Recommendations on new initiatives to survive in New Normal
After Covid19 pandemic, every business organization is striving to normalise its business to
bring the profits at pre pandemic level. They are using their full potential to have
technological advantage by way of artificial intelligence, automation, digital technology and
E-commerce to make the customers switch to their products and develop the large customer
base on a global basis to increase global market share. In context with Nike, it has developed
various strategies regarding information as well as communication technology that proved to
be successful in developing customer base (Sekhar and et. al., 2022). It has various
technological tools for providing products, services and information via digital channels.
Although, it is taking a new initiative of four stage approach strategy i.e. containment,
recovery, normalisation and return to growth, it is recommended to create employee well-
being by ensuring compliance to the wage laws and creating positive and healthy working
environment for its IT department employees that have huge responsibility in Covid19
pandemic as it had to face allegations for violating employee well-being. It is also
recommended to adopt suitable technological strategies to develop strong communication
with the customers of emerging markets such as India , China where there is high demand
for its western products.

CONCLUSION
From the above discussion, it has been concluded that technology has great role in every
business. In covid19 pandemic, it has contributed to the businesses in terms of earning
enough revenues and making the customers switch to its products. Organizations need to
adopt various technological tools and digital channels to respond to the impact of covid19 as
happened in case of Nike i.e. its contribution of its mobile apps, website and other digital
channels. Businesses need to bring digital transformation in the organization for its skilled
workforce and develop the policies for change in management process to compete with
covid19. Leaders have a great role in the implementation of technology by taking rational
and effective decisions regarding recruitment of skilled and talented workforce for digital
transformation in the organization. It is recommended to introduce technology and
innovation in the business to best respond the impact of covid19 and access customers on a
global basis to the digital platforms of the company.

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