Corporate Social Responsibility and the Impact on Business Growth: A Case Study on Nike

This study examines the impact of corporate social responsibility (CSR) on the growth of Nike, a multinational corporation. It explores CSR models, benefits, drawbacks, and the integration of CSR with business growth. The study also recommends ways for Nike to ensure business growth through CSR activities.

CORPORATE SOCIAL RESPONSIBILITY AND
THE IMPACT ON BUSINESS GROWTH: A CASE
ON NIKE

TABLE OF CONTENTS
ABSTRACT.....................................................................................................................................3
ACKNOWLEDGEMENT...............................................................................................................5
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background of study..............................................................................................................6
1.2 Overview of the organisation.................................................................................................8
1.3 Aim, Objectives and Questions..............................................................................................8
1.4 Rationale of study..................................................................................................................9
1.5 Significance of Study.............................................................................................................9
1.6 Scope of the study..................................................................................................................9
1.7 Structure of Dissertation......................................................................................................10
CHAPTER 2: LITERATURE REVIEW.......................................................................................12
2.1 Introduction..........................................................................................................................12
2.2 Concept of CSR and model of CSR.....................................................................................12
2.3 Benefits and drawbacks link with CSR activities of the firm..............................................17
2.4 Integration between CSR and business growth...................................................................20
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................25
Introduction................................................................................................................................25
Research Philosophy..................................................................................................................25
Research approach ....................................................................................................................26
Research type ............................................................................................................................26
Sampling....................................................................................................................................27
Data Collection..........................................................................................................................27
Data Analysis.............................................................................................................................28
Reliability and Viability.............................................................................................................29
Ethical consideration..................................................................................................................29
CHAPTER 4: RESULTS AND FINDINGS................................................................................30
CHAPTER 5: DISCUSSION.........................................................................................................48
CHAPTER 6: CONCLUSION AND RECOMMENDATION....................................................53
Recommendation.......................................................................................................................55
REFERENCES..............................................................................................................................58

APPENDIX ...................................................................................................................................63

ABSTRACT
Corporate social responsibility is an emerging aspect of business work which governs
responsible business practices. CSR focuses on managing sustainability in three aspects that is
economic, social and environmental. Corporate sustainability is a type of self-regulation which
governs activities of international private business. In accordance with CSR policies and
practices, it is important for the organisations to focus on direct philanthropic giving, economic
responsibility, sustainable initiatives and ethics business practices. The study was specifically
focused on outlining impact of corporate social responsibility on growth of business that is Nike.
Nike is an American multinational corporation which is engaged in the design, development,
manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories,
and services. Further objectives of study were to outline integration of CSR policies and
practices within existing business strategies to manage growth in particular span of time. Also,
objective was to derive implementation of CSR activities within 2 months of time to determine
positive impact of responsible practices on existing business strategies. In contrast, focus of
research was to improve the profitability of an organization after integrating and implementing
CSR activities within existing strategies of business.
In accordance with the study it has been found out that Nike have faced many ethical and
sustainability issues because of lack of focuses on responsible internal management. The
organisation faced critique for its designed product that is Balaclava because its marketing and
type of design. The was argued for promoting gang violence in society as it marketing resulted in
promotion of Gang culture and Violence. On the other hand, research articulated about
sustainable initiatives by Nike to alleviate poverty, youth development and environmental
benefits. The study outlined CSR contribution and changes made my Nike in external and
internal management of business environment. As per the focus of company on social welfare
and environment development it can be said that implementation of CSR requires huge cost
investment as it promotes diverse changes like use of advantage technology to minimize waste,
establishing use of waste and water treatment facilities, etc. Further, from the study it is outlined
that purchase of organic cotton for manufacturing is another environment friendly approach by
Nike which influence cost efficiency of business.
The scholar has used primary and secondary research to explore different aspect f
research. The secondary information in the study was based on different articles, books,

journals, blogs, news and company publication which helped in critical analysis of different facts
on specific theme. The logical presentation in Literature review is presented by using specific
example of Nike. This helped in outlining specific efforts made by Nike to manage corporate
sustainability. On the other hand, primary research helped in gaining valid results which were
collected with the help of survey questionnaire. The primary information was accumulated from
30 participants who shared wide range of information about Nike and its compliance with CSR
practices and initiatives. Thus, from the dissertation it has been found out that it is important for
the companies to integrate with CSR policies and activities to attain growth and competitive
advantage. The sustainable initiative by organisation assist in managing ethically responsible
practices which results in social, economic and environmental development.

ACKNOWLEDGEMENT
I would like to thank my friends who supported me mentally during dissertation as it was
length and there were times when I was frustrated findings news aspect to study. The individuals
assisted me in outlining different books from which I can gain knowledge over my chosen topic.
The support from class mates was the major support due to which I am able to complete research
on time regardless of time constraints.
Further, my guidance from supervisor was the biggest support in completion as I was
confused at many stages of dissertation chapter. The help of educator after every chapter of
research helped me in altering study with improvement which was the best part and helped me in
successful completion. I feel continuous feedback from assessor helped in critical thinking over
the topic which I feel is the crucial aspect of thesis.
Also, I would like to show my gratitude towards my family members who supported me
during entire dissertation by motivating me whenever I felt that I lack logical thinking and
compare and contracts of collected information can not be done by me. My family was extremely
supportive and also assisted me in making presentation of dissertation viable as per research
topic. I gained knowledge my family embers over the ethical concepts of study which made my
study reliable and viable.
In last, I would like to thank participants of study who coordinated with me in all the
questions of survey. The individuals were highly supportive and shared very possible and
relevant information about CSR and its integration and implementation in Nike for attaining
growth. In accordance with the results and analysis of study I would like to appreciate the
coordination and communication of respondents in dissertation completion.
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Topic: Corporate social responsibility and the impact on business growth
CHAPTER 1: INTRODUCTION
1.1 Background of study
Corporate social responsibility refers to the practice which guides the organization in
managing sustainable business practices. CSR is a type of model which helps the enterprise in
managing socially accountable and safe working practices. It is specifically focused on three
dimensions that is social, economic and environment which comprise conscious capitalism,
corporate citizenship, sustainability and conscience (Grayson and Hodges, 2017). With
increasing globalisation and digitalization, it has become important for the multinational,
international and national organisation to incorporate CSR framework in order to manage safe
practices.
Figure 1: Aspects of Corporate social responsibility
(Source: Corporate Social Responsibility, 2016)
Strengthening foundation of CSR in organisation management aims at improving
sustainability of supply chain management, working as per human rights standards, managing
diversity and equality among employee and effective governance and compliance. Further,
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responding to environmental issues has also become essential for the organisations because of
increasing global warming alarm (Quazi, Amran and Nejati, 2016). In accordance with this,
entities have started focusing on promoting low carbon society, resource circulation, healthy and
safe environmental practices, waste management and minimum use of natural resources. Apart
from this, CSR framework aim at contributing to social issues via business activities. As per
CSR, enterprise aims at managing challenging innovation in products with the help of marketing,
sales and designing of commodities.
Figure 2: Complexity and Conflicts of Sustainablity
(Source: Farooq, Hao and Liu, 2019)
Implementing CSR practices has become essential for organization in modern era as the
millennials in companies are focuses on getting work practices right. The socially responsible
changes aim at encouraging collaborating management and leadership to promote equality and
diversity among employees (Martínez-Ferrero, Banerjee and García-Sánchez, 2016). Further,
being remarkable partners with customers is another aspect which is helping modern
organization in proving innovative and sustainable high-quality solutions which assist in building
long term relationship with buyers. In addition, serving civil society is another element covered
under CSR framework which aim at boosting innovation and establishing partnership with
scientific and academic communities to manage work responsibly and ethically.
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1.2 Overview of the organisation
Nike is an American footwear manufacturing company and a multinational corporation.
The company is engaged in development, manufacturing and designing of footwear,
equipment’s, accessories and apparel specifically for sports purpose. Mission of Nike is to
expand potential of humans by creating ground-breaking innovation in sportswear. Also, focus of
firm is on making sustainable products by working together towards diversity of people and
products requirement. The company advertises its products by focusing on motivation for society
like Just Do It campaign was launched on 30th anniversary of enterprise.
Nike was a part of several controversies like ethics misconduct in supply chain and
therefore, in recent year firm has focused on investing in suitable CSR activities. It has proved to
be beneficial for the brand image of an organisation like in past few years Nike has focused on
halving environmental impact by doubling manufacturing rate. The initiative of sustainable
innovation by Nike was initiated with the motive of creating better future for local communities
and world. Main aspects of CSR and sustainability which are focused by Nike are, reduction of
carbon footprint, innovation in manufacturing, development of new palette of sustainable
material, invention of close loop commodities, shifting to renewable energy, establishing
diversity and inclusive work culture and considering voice of society from manufacturing to
marketing of products.
1.3 Aim, Objectives and Questions
Aim
“To examine the impact of corporate social responsibility on business growth: A case
study on Nike”.
Objectives
 To develop understanding about the concept and model of CSR.
 To assess benefits and drawbacks associated with CSR activities of the firm
 To ascertain integration between CSR and business growth in the context of Nike.
 To recommend ways through which Nike can ensure business growth via CSR activities.
Questions
Q.1 What is CSR and models associated with it?
Q.2 What benefits and drawbacks are associated with CSR activities?
Q.3 Does CSR activity of Nike impacts its organizational growth?
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1.4 Rationale of study
The reason behind choosing this topic and conducting research on CSR is personal as well
as academic interest. There are wide range of environmental, economic and social issue which
have global concerns like business ethics, increasing carbon footprints and lack of safety of
employees at workplace. The study will help in gaining insight over different sustainable and
socially responsible practices which can be implemented and integrated in operations of
organisation to manage growth of business with least harm to economy, society and
environment. The motto of research is to discuss and explain integration and implementation of
different activities of CSR which can assist Nike in attaining growth of business. The study will
help in boosting personal knowledge as research will be specific different aspects of corporate
social responsibility in framework (Stoian and Gilman, 2017). Scholar will also focus on logical
reasoning of facts with the help of relevant secondary sources which will promote critical
thinking over impact of CSR. Thus, the research is for the purpose of reducing negative impact
of organisational activities on society, economy and environment.
1.5 Significance of Study
The topic of study is significant as it is focused on managing sustainability in business.
Outlining positive impact of corporate social responsibility on growth of business will help in
deriving different improvement in business operations and supply chain management. Socially
responsible practices play a crucial role in managing ethical organisational practices with regard
to societal and environmental issues. The information of study will help in justifying various
controversies faced by Nike in past years. Further, it will help in outlining changes in sustainable
practices of Nike to manage ethically responsible practices to contribute in social, economic and
environmental development. Collective information in research will help scholar in gaining
understanding over integration and implementation of CSR framework in Nike for attaining
business growth. The importance of research will be reflected on different case study example
which will help in justifying the need of incorporating practices of CSR to achieve growth and
set business targets.
1.6 Scope of the study
Scope of research is wide as it is based on practices of organisation which make business
ethically and socially responsible. The scope of topic is reflected in key word search of topic
which comprise, corporate social responsibility, positive impact, integration, implementation,
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practices, framework, social, economic and environmental issue (Gupta and Sharma, 2016). This
will help in outlining impact of managing sustainability on growth and profitability of business.
Further, scholar will cover several CSR initiatives that can be taken by company to manage
sustainable growth. Also, it will cover different cases which have become controversy for Nike
due to ethical misconduct with to regard to society and acceptance of people. Thus, the scholar
will gain insight over the topic by dividing research aspects on the basis of outcomes like,
implementation, integration, profitability and growth of organisation.
1.7 Structure of Dissertation
Introduction Chapter 1: The chapter has outline brief overview of study topic which
was necessary to develop understanding over the concepts on which entire research is based.
CSR is the self-regulating framework which aid in control unethical and harmful business
practices. The part outline aim of the study and objectives on which information will be
researched. This comprise outlining of impact of CSR on business growth and integration and
implementation of CSR practices in Nike within particular time. Also, the chapter outlined
importance, scope and motive of choosing specific topic from where it has been identified that
the topic is of personal and academic interest of scholar.
Literature review Chapter 2: This chapter is the most specific chapter of dissertation
based on accumulation of secondary information on research aim and objectives. The
information in this chapter is based on specific researchers of different scholar on relatively same
topic of study. The chapter will be based on information from articles, online blogs, journals,
governmental publication, news, etc. Further, the information in this chapter is specific to
particular author and is reflected by in texting of references. The chapter helps in proving
reliability and viability of collected and interrelated facts.
Research Methodology Chapter 3: This chapter aid in deriving systemic data
collection and analysis over research topic. The chapter denotes use of different research tools to
manage smooth flow of study. This part will outline detailed analysis of research approach and
philosophy which will be used in dissertation that is inductive approach and interpretivism
philosophy. Methodological tools help in logical reasoning of collected facts on the basis of
observation of findings. Further, the chapter will provide understanding over different data
collection methods and specifically primary data collection method that is survey. Also, its
methodology will outline justification over use of random sampling and qualitative analysis.
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Results and Findings Chapter 4: This section of dissertation is complex as in this,
scholar aim at presenting collected results in systemic form that is on different themes as per the
questions of survey. In this chapter, scholar aim at dividing and analysing information with the
motive of addressing objectives. It is important for the scholar to be specific and presentable and
therefore in this research investigator will make use of bar, graph, pie charts, etc. to make results
presentable and information specific. The interpretation in this chapter will be done theme wise
where results of survey will be interpreted with appropriate justification.
Discussion Chapter 5: This chapter of dissertation will depict understanding of scholar
from primary and secondary collected information. The section is all about reasoning and
justification of collected and interpreted information. In this, focus of scholar is on critically
evaluating primary and secondary information which promotes comparison and helps the
researcher in addressing research questions. This is final chapter where all the information is
accumulated and compared to draw outcomes for research objectives. Thus, it can be said that
the chapter depicts understanding of intellectual over collected information in entire study. It also
depicts reliability and viability of facts and findings covered in dissertation.
Conclusion and Recommendation Chapter 6: The chapter presents summary of entire
research which comprise aim and objective of investigation for which entire study has been
conducted. The chapter comprise recommendation over the entire gathered data which is done to
present ways of improvement in chosen business.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The chapter is based on views of different authors on chosen research topic which is
impact of corporate social responsibility on growth of business. The information in this chapter
is presented in form of critical analysis with specific names of author from articles, journals,
books, online blogs, governmental publication, etc. The present literature review will comprise
three themes that is concepts of Corporate social responsibility and its impact on growth of
business. Theme 2 is specifically focused on integration of CSR in different strategies of
business whereas theme 3 is about implementation of activities of corporate social responsibility
to derive positive impact on business strategies and growth of organisation. However, last theme
is about improvement in profitability of business at global level after implementation of CSR
activities within existing strategies of business. The review will be specific with regard to cases
of socially responsible practices of Nike and examples which depicts sustainability of business
practices after complying with framework of corporate social responsibility.
2.2 Concept of CSR and model of CSR
According to Rao and Tilt (2016), corporate social responsibility is a self-regulatory
practice followed by business to manage governance over socially and ethically responsible
practices. The responsible practices of CSR are contributing to development and advancement of
society and humankind. As per the views of Cramer (2017), it is sated that CSR promote the way
of managing sustainable business practices which supports safe environment and social
condition. It is not a limited approach and is focused on wide range of organisational activities.
For example, multinational organisations like Nike, Marks and Spencer, Reebok, Microsoft,
complies with the policies and procedures of CSR to manage diversity and inclusiveness among
employees. This denotes capacity of companies to build sustainable livelihoods and work
environment. Tennant (2015), argued that CSR practices are an integral part of business which
supports wealth creation process of organisation and enhance competitiveness of business. This
denotes spirit of organisation to meet expectations of public by focusing on needs of society. It is
the legal, ethical and social consideration which can be followed by business to improve and
manage its corporate reputation.
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Figure 3: Corporate Social Responsibility
(Source: Moravcikova, Stefanikova and Rypakova, 2015)
As Laing and et.al., (2019) stated that triple bottom line is a CSR approach that is
further used by the company. This model is used to indicate that the performance of companies
should not only rely on the performance of companies but it must be judged as per environmental
responsibility and social responsibility as well. As per the model, the three bottom lines are
people that is also known as human capital who pertain to fair and beneficial business practices
towards labour and community. Another is, planet i.e. natural capital that refers to sustainable
environment practices so that it provide natural benefits which include do not harm environment
and provides positive impact as well. Last is, profit which is term as financial capital. It is the
long lasting economic impact upon the organization which is enjoyed by the host society. Hence,
the triple bottom line approach cannot be referred as traditional corporate accounting including
social and environment impact. On the other side, as per the view of Agrawal and Singh (2019)
using Triple bottom line helps to encourage the business to think beyond narrow measure of
performance and as a result, it helps to encourage CSR reporting as well. In the same way, Nike
also uses this method and always find different ways that helps to reuse the products such that
running tracks, sports courts and new shows because company believes on good becomes better
over time and that is why, it do.
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However, Herrera (2016), stated that CSR programme is established with the agenda of
managing fair and consistent work environment in corporate world across the globe. Adoption of
CSR framework promotes sustainable business growth with reference to engagement of
suppliers, employees, management and other interested stakeholders. The plan of Corporate
Social Responsibility is focused on managing sustainability by focusing on six components that
is CSR strategy, CSR assessment CSR implementation plan and actions, CSR commitments,
verifications and results evaluation & refinement. Therefore, it can be said that CSR policies
need to considered as inseparable and core component of overall services and commodities of
business.
Practices and framework of CSR
As per the view of Porter and Kramer (2019) framework of corporate social
responsibility comprises recognition, identification, prioritizing, acting and reviewing and
improving organisational practices. Recognition is based on social responsibility, corporate
governance, labour practices, human rights, fair operating practices, community involvement and
development and environment. As per CSR framework, it has become important for the
organisation to focus on employee’s inclusion and diversity at work place to manage innovation.
Also, the increasing involvement of millennials in business practices has made it necessary of the
organisation to focus on socially responsibly practices and sustainable goals. Yusoff and Adamu
(2016), outlined CSR framework of Malaysia which is based on 4 aspects that is community for
encouraging and enhancing employee’s participation in workplace activities. Further, there is
workplace environment which is focused on creation of conducive environment which
organisation aim at providing sustainable livelihood. On the other hand, there is environment
issues for which management aim at undertaking safe and responsible practices to preserve
environment against waste of natural resource, increasing carbon foot prints, etc. Lastly, there is
market place which aim at promoting responsible and ethical marketplace activities to meet
customer expectation of innovation and ethical marketing. The ethical misconduct of
marketplace can be discussed with example of Nike which occurred due to marketing of
Balaclava. A per the view of Wilson (2018), it is stated that marketing of Balaclava by Nike is
promoting Gang Violence. In this marketing, photo series by Nike was mixed with garment with
casual T shirt and interpreted as holsters. Also, it was criticised by public that balaclavas are the
clothing which is related with drill music of London. In accordance with this scenario, Nike
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argued by stating that products by Nike were part of a wider Nike Training collection, styled on
different models and are available in multiple markets around the world. The management of
company says that organisation in no way condoning or encouraging the serious issue of criminal
and gang culture. Lu (2019), outlined practices of Corporate social responsibility which aim at
managing strategic sustainability in firm. There are seven best CSR practices that are compiled
by firm. Such that Setting measurable goals which is focused on return on investment measures
like the company aim at decreasing turnover in order to manage improvement in recruitment
methods. Measurable goals considered by firm are changes in employee policies, minimising use
of natural resource, waste and sustainability in supply chain. These are the basic level changes
from sustainability in business practices begin and are done via legal and ethical consideration.
Next is, Stakeholder engagement, as per the view of Rangan, Chase and Karim
(2015)Involvement of stakeholders is the major aspect which needs to be considered for
minimizing loopholes and mistakes. Articulating mission, vision, strategy as per CSR plans and
policies by seeking stakeholders’ views is the best way of managing change. The individual
helps the company in improving relationships, solving roadblocks related to socially responsible
practices and aid in regulatory approvals. As per the views of Kissinger (2017), Nike prioritise
involvement of its key stakeholders which comprise, communities, customers, government,
employees and interest groups with the help of Stakeholder group and CSR initiative. For
example, Nike Inc. addresses community interest group by Nike Foundation, which is the
primary means of the organisation to support community development. Like, in 2005, Nike
Foundation started its community development programs in developing countries, with focus on
supporting the empowerment of girls.
Third is, Mapping of sustainability issues, where company aim at prioritising key
issues in order to manage suggested business changes. Practice of CSR assist the organisations in
mapping sustainability issues with the help of stimulating approach. According to Yawar and
Seuring (2017), stimulating approach is effective for mapping issues because it is specifically
focused on sustainable development goals and interaction of different policy areas of company.
Fourth is, Sustainability management system, in which Abugre and Nyuur (2015) stated that it
is the framework followed by organisation for managing coordination in environment, economic
and social decisions of the organisation. Sustainability management system is the practice which
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is managed by organisation by collaborating SDG of organisation as per legal requirement and
views of stakeholders.
Fifth is , Sustainable branding and It is all about transparency which needs to be
maintained by firm with its external stakeholders. It is all about gaining trust and manage
ethically responsible practices for society. For example, Nike complies with standards and
policies of CSR to focus on improvement in business areas and to promote quality of working
and maintaining good relationship with external stakeholders. Further, the branding strategy of
company is also specifically focused on appropriate labelling, promotion by advanced
technology and high quality of products. Another is, Sustainable reporting, in which Korschun
Bhattacharya and Swain (2016) stated that this is about increasing governmental regulations and
self-regulation of firm to manage quality and standard of services. This practice is most effective
to gain trust of buyers as the society is able to access efforts made by organisations. CSR
reporting is about giving external and internal stakeholders access to see company’s effort to
maintain ethically and socially responsible environment. Last is, Life-cycle assessment, this is
about designing of products which are sustainable and innovative with regard to changing needs
of business environment. According to Amini and Bienstock (2014) cradle to cradle approach is
the best way which helps the company in managing innovation and creativity in products and
services with regard to sustainability and environment friendly process and products. Re-using
product or designing in a manner to keep it out of the landfill helps in building customer rapport
& brand loyalty. The approach in life cycle assessment practice helps the company in supporting
initiative like waste management, recycle, reuse, reduce, etc.
Benefits associated with integration of CSR in different business strategies
Herrera (2016), outlined benefits of integrating CSR with business strategies includes
increase in work productivity, better management, competitiveness, positive workplace
environment, increase fidelity for customers, increased sustainability, better corporate reputation,
increased acceptance and credibility. According to Stoian and Gilman (2017), Integrating CSR
with business strategy is the best way of improving business productivity and strategic outcome.
The major benefit of combining responsible practices with different strategies of organisation
helps the firm in gaining buyer's loyalty, employee's trust, motivated workplace, marketing
advantage, new market opportunities, effective market penetration and product development. For
example, employee benefits like paid time off, medical and disability insurance or any fringe
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benefits with strategies like, day care, health or wellness and work life balance helps the firm in
gaining employee productivity, customer loyalty, corporate reputation and increase morale. In
contrast, Baumgartner (2014), stated about CSR behaviour for managing environment is
integrated with strategies like innovation process focused on minimizing carbon footprints, reuse
and recycle initiative, etc. which results in managing environmental benefits like, innovative
marketing opportunities and public relations.
As per Weinstein and Zanger (2019) labour standards which are developed by Nike with
the help of Global Alliance for workers and communities. In accordance with this Nike
interviewed 9000 young workers according to which it is outlined that CSR program does not
only helped in improving corporate reputation of firm but has also reduced business risk which
assisted in improving profitability of business. Further, Mellahi and Rettab (2019) stated that by
minimizing the environmental footprint, improving product innovation, and transforming
manufacturing, Nike has repositioned its SCM for using sustainability as a strategic growth
engine. Also, to minimize waste in 2015, Nike used 54 million pounds of factory scrap and
transformed it into premium material. Additionally, the company reduced water use per unit in
footwear by 43%. Thus, it can be said that Nike introduced Closed Loop Ecosystem which is a
new method for designing, finishing, and processing materials.
Thus, it can be concluded that corporate social responsibility is an essential part of
business with increasing globalisation which helps the organisation in ethical and social
management of work place and external business activities. However, there are wide range of
CSR polices and activities which aid in different type of management and are essential for
business growth.
2.3 Benefits and drawbacks link with CSR activities of the firm
According to Tai and Chuang (2014), integration of CSR with business strategy is
effective approach of managing sustainable organisational goals. There is different perspective of
organisation to manage CSR behaviour in an organisation like multinational enterprises work as
per shared value theory which aid in attaining competitiveness as per changing economic and
social conditions. This helps the companies in managing equality and diversity in employee's
work which aid in innovation and achievement of common business goals. Working with shared
perspective helps the business in product reformulations like, improved design, reduced
emission, waste management, optimum utilisation of resources, etc. Shared working business
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strategies is a supportive approach to business growth therefore compliance of CSR polices or
practices helps the enterprise in managing sustainability in business operations. Thus, it can be
said that this helps the organisation in managing work according to organisational values which
supports coordination and cooperation. Apart from this, Khojastehpour and Johns (2014)
outlined example of integration of CSR reporting and marketing strategies of organisations. CSR
reporting is effective for marketing strategies of firm as it helps in maintaining transparency in
business plans with stakeholders.
Figure 4: Sustainable development goals
(Source: Gazzola and Colombo, 2014)
As per the views of Siddiq and Javed (2014), it is identified that CSR polices and plans
offers effective approach for brand building activities. Brand marketing is the foremost aspect to
attaining growth in business and integration of brand and CSR promotes communication of
stakeholders. Interaction of key stakeholder helps organisation in managing brand equity and
influencing view point of people. For example, Nike focus on creative and emotional branding
campaigns which aids in encouraging society to involve in good practices like wellness,
environmental and economic benefits. However, Moravcikova, Stefanikova and Rypakova
(2015) outlined 3 approaches which aid in integration of CSR and marketing activities of
organisation. Integrated approach helps in synchronising CSR and brand marketing. In
accordance with this, it is important for the companies to market research before marketing as it
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helps in identifying brand preference of people. The major strength of this integration is
evaluation of touch points to improve performance of business as the changes in marketing are
managed as per stakeholders’ preferences. As per this, CSR aim at consistent performance,
employee welfare and corporate governance commitments. Further, there is selective approach
which is effective when market research demonstrates customer preference. On the other side,
Mellahi and Rettab (2019) argued that This approach is directly related to growth of business
because it supports differentiation in crowded market. The best example of this approach is Fair
trade partnership of Sainsbury according to which firm work well with respect to responsible
business practices and brand reputation online. Fair Trade business is enjoying healthy growth
levels and has become crucial part of rebuilding Sainsbury’s image where supermarket is serving
the middle-classes with unique, high-quality products.
According to Kim, Ha and Fong (2014) invisible approach is another crucial aspect of
corporate social responsibility which is focused on external interactions and initiatives. The
approach is followed by H&M which is Fashion Giant do not communicate CSR practices which
are followed and complied by firm but the activities of business are dependent on ethical
standards. The brand marketing of Hennes & Mauritz is focused on maintaining customers’ trust
among the rumours of child labour, unethical labour standards and use of materials which are
dangerous and haunting the fashion industry. However, as per the view of Baumgartner (2014)
integration of CSR in business level strategies like operations management play a crucial role in
business growth. It increases focus of management on use of resource, productivity and
improved working standards. For example, Jaguar Land Rover leading car manufacturer make
use of Total quality management strategy with the motive of managing systemic flow and
sustainability in supply chain management process. The integration of elements of TQM with
CSR standards helps the company in make stable work environment for employees to
continuously improve their ability to provide on demand products and services and to serve
valuable automotive to customers.
According to Tai and Chuang (2014) Business level strategy aim at managing ethical
standards in key operations of organisation. For example, Nike integrates CSR standards as per
which designing of products is done on the basis of market preferences and with the help of
advance technology. This aid in minimizing waste and serving products needs of society. In
contrast, quality management is priority for Nike and therefore company focuses on continuous
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improvement which is done by market dynamics, prioritizing process and increasing efficiency
of manufacturing. As per the views of Yawar and Seuring (2017)operation management strategy
of Nike is integrated with Sustainable development goals which are clean water and sanitation
and therefore organisation aim at managing waste and also works according to reuse, recycle and
reduce initiative. Further, company focuses on climate action for which management has
complied with environmental standards like minimum use of natural resources, streamlining
priority activities, etc. Hence, it can be said that the integration of business level strategies and
CSR standards are focusing on improving business productivity by managing socially and
ethically responsible work environment and therefore result in business growth.
2.4 Integration between CSR and business growth
According to Gazzola and Colombo (2014) there are wide range of corporate social
responsibility activities like, respect for human rights, social contribution, customer concerns,
environmental activities and fair business management. Implementation of respect for human
right CSR activity is based on three perspective that is encouraging inclusion and diversity at
workplace. However, implementing equality, diversity and work life balance is a global concern
for the organisation. To manage inclusion and diversity companies promote staffing with diverse
sense of values which helps the firm in managing creativity and innovation in work. This leads to
improvement in existing business strategies like designing, improving product capacity, etc.
(CSR Activities (Society and Environment), 2018). Further, providing work like balance is
another business strategy which is implemented in organisation by minimizing working hours,
increasing breaks at works, proving work from home facility, etc. These activities of CSR are
implemented for workforce planning strategies which aid in improving productivity of
employees as well as business. Apart from this, Amini and Bienstock (2014) stated that respect
for human right can be implemented by building safe and secure work environment for which
organization can focus on complying with legal standards like occupational Health and Safety
Act, Equality Act, etc. which will assist in providing sense of security to employees towards
work environment. Respect for human rights is denoted in working practices of Nike which
helps the firm in managing continuous changes in improvement in business strategies. Further,
in 2017, Nike took a step backward when it ceased allowing the independent NGO Workers
Rights Consortium access to factories to check on labour standards. The implementation of
21

changes as per CSR activities led to changes in business working standards and strategies but
was effective for the growth and corporate reputation of firm.
Figure 5: CSR Objectives
(Source: Giving Back to Society through CSR Initiatives, 2015)
Fair Business Activities
As per the view Harjoto and et.al., (2019) it is outlined that implementation of fair business
activities is another aspect which lead to changing in exiting business strategies. Fair
management of business is based on supply chain management and risk management and
compliance. Mitigating risk leads to positive impact on business activities as it aims at following
right conduct with regard to human beings and value standard of society, environment and
economy. The foremost priority is to ensure physical safety of human life which is focused on
employee’s wellbeing and welfare of local community. While Moravcikova, Stefanikova and
Rypakova, (2015) stated that Compliance with legal standards of Health and Safety and
Environment Protection Act assist the organisation in dealing with crisis, recovering damage,
making proper use of resources, minimizing loss and preventing re -occurrence of hazardous
22

incidences at workplace. Focus of management on this helps in protecting interest of
stakeholders which supports continuous improvement and developments of organisation and
progress of society.
Figure 6: Key manufacturing thrusts of Nike
(Source: Soni, 2014)
On the other hand, Soni (2014) discussed about supply chain management which is another
crucial aspect of company which comprise broad range of activities for flow of goods and
services. In 2013 by end of fiscal year Nike manufactured 76 % Apparel and 85 % footwear on
lean lines which helped the firm in managing labour productivity and decreasing waste. Thus, it
can be said that supply chain management process of Nike is solely focus on minimizing waste
in order to manage increasing carbon footprints and over use of natural resources. The lean lines
initiative is implemented by Nike for managing sustainability in SCM and meeting social and
environment benefits which improves business productivity, profitability and leads to growth.
Social contribution
According to Weinstein and Zanger (2019) social contribution is a CSR activity which
aim at welfare of society, education of youth and children, encouraging cultural activities and
promoting development of community infrastructure. Social contribution of Nike is depicted by
its contribution of 37.3 million $ to community partners and non-profit organisations in fiscal
year. Further, $37.3 million in contributions of Nike consist of $16.2 million in cash grants, or 43
23

percent of the donations, and $21.1 million in product and in-kind services, or 57 percent of the
overall investment. On contrary, Nyuur, Ofori and Debrah (2016) state dthat company is focuses
on increasing youth participation in physical activity for which firm planned and implemented
own program that is NikeGO program. With the help of this initiative firm encourages more than
150,000 kids for being physically active. The midsection of program is to motivate and support
youth to become physically active by staying healthy and having fun. The increasing interest and
participation of organisation in social welfare is helping business to protect interest of
stakeholders and promote healthy living in society. Thus, the involvement in society denotes
increasing interest of shoppers in products of company regardless of its premium pricing. Also, it
improved public relation of Nike worldwide which has provided be beneficial for growth of
company in increasing globalisation era.
Customer concerns
As per the views of Gond, and Brès (2019) customer concerns are solely focused on
quality of products and services and individual satisfaction. Quality is the primary focus of Nike
to manage customer satisfaction. Quality is focused by Nike implemented operational
management approach that is Total Quality Management. For example, Ferguson (2017) stated
about 10 key decision areas of Nike where designing of commodities is based on changing
market preferences and advanced technology. However, customer concerns of quality are
managed by implication of high-quality standards in TQM which are focused on equal treatment
of employees in order to ensure ethical management of work. Like, Auditors of company
coordinate with suppliers to discourage discrimination at workplace with the help of education.
In addition, Rangan, Chase and Karim (2015) stated that in Touch auditors determine the
legitimacy of factory records at the time of inspection to ensure that employee work weeks do
not exceed local laws as well as Nike’s own standards. Further, operations managers focus on
continuous improvement strategies to support the company’s production goals and needs based
on dynamics of market. Thus, focus on all these areas helps the firm in supplying premium
quality products to buyers which aid in meeting individual satisfaction.
Environmental activities
According to Lips-Wiersma (2019) environmental activities are the major focus of
corporate social responsibility which aim at green management, green products, green factories
and green communication. Nike implemented use of eco-friendly manufacturing material like
24

recycled and organic cotton and polyesters. Also, company aim at minimizing off cuts in parts of
manufacturing process which is directly focused on water and waste reduction strategy in SCM.
Further, the company has also made commitment to decrease carbon emissions by 50 % till 2025
for which Nike has started manufacturing on lean lines.
As per the views of Song, Ren and Yu (2019) implementation of CSR activities led to
tremendous changes and improvement in profitability of business-like environmental excellence
has become part of strategic thinking. Further, organisations are focusing on sustainable
development strategies like managing manufacturing with waste water treatment.
Implementation of these environmental prevention options has helped the organisation in gaining
trust and interest of stakeholders. Increasing involvement of external and internal stakeholders in
CSR activities of business has improved profit-making ability of organisation by increasing
investment, sales, etc. Further, Abugre and Nyuur (2015) stated that Contribution to social
development and local communities has helped multinational organisations in managing brand
image and awareness amok customers which is more effective then product marketing strategy
of organisation. Implementation of CSR policies and activities has increase corporate giving and
reporting of organisation socially responsible projects. It is been identified that charitable
donations given by corporations in 2011 amounted to $14.6 billion,10 compared to $9.05 billion
in 2001—a 61.3% increase (Giving Back to Society through CSR Initiatives, 2015).
25

CHAPTER 3: RESEARCH METHODOLOGY
Introduction
Methodology of research comprise different tools which are use of managing smooth and
systematic research. It comprises of analysis of wide range of research techniques and approach
which are suitable and used by scholar for present study based on examining impact of corporate
social responsibility on business growth. The discussion of chapter will comprise research
philosophy and approaches used which aid in determining type of research and reasoning of
findings. Further, it comprises sampling tools use by scholar for accumulating valid data to
address research objectives and questions. Apart from this, it will derive tools used for data
collection and analysis for presenting findings. Thus, methodology also helps in deriving
limitation of study and ethical consideration focused by researcher for making study reliable and
viable.
Research Philosophy
A research philosophy refers to a belief about the method in which information related to a
phenomenon needs to be collected, analysed and utilised. The word epistemology (what is
known to be true) as opposed to doxology (what is believed to be true) consists the different
philosophies of research approach. The purpose of science, then, refers to the procedure of
converting things which are believed into things known: doxa to episteme. Two main research
philosophies which are recognized in the Western tradition of science are positivist and
interpretivist. According to the Positivism philosophy reality is stable and can be detected &
described from an objective point of view, without any interfering with the phenomenon being
examined or studied (Kumar, 2019). Positivists oppose that phenomena need to be isolated and
observations must be repeatable. This generally includes manipulation of reality along with
variations within a single independent variable in order to identify regularities in relationships
among some of the constituent elements of the social world as well as developing the same.
Interpretivism, on the other hand contend that reality can only be fully understood through the
subjective interpretation and intervention with respect to reality. The research of any phenomena
in their natural environment is the key element of interpretivism philosophy. In order to identify
and observe the impact of CSR the researcher used interpretivism research philosophy as it will
assist in comparing and contrasting aspects of research topic with the help of secondary data and
primary data.
26

Research approach
Approach of research provides procedure and plan which comprise of broad assumptions
and ways of collecting, interpretation and analysing information. Research approach is of two
category that is inductive and deductive which reflects different ways of reasoning and analysis.
Inductive research approach is also known in inductive reasoning that begins with starting with
the observation and theories are proposed towards the end of the research processes as a result of
observation. Basically, inductive research approach will use research questions to narrow the
scope of the study. This research approach starts with a particular inference or observation, it
fuels more examination for testing if the judgement is wrong or right. In the procedure, any
individual who utilises inductive approach will examine the given context and test various
scenario (Mackey and Gass, 2015). This type of research approach is not only good for the
purpose of studying or investigating probabilities but it also assists researcher to understand the
accuracy of the initial assessment. On the other side, deductive research approach is aimed and
testing theory that begins with hypothesis. This type of research approach allows more time for
application and practice, it is also time saving as compared to inductive approach. Deductive
research approach allows the researcher to think about research or investigation that has already
been conducted and develop an idea about extending or adding to that theoretical foundation. In
this investigation the researcher has used inductive approach by analysing data collected via
questionnaire in order to examine the impact of CSR on growth of Nike.
Research type
Research type is divided into two category that is qualitative and quantitative where
quantitative is used for numerical analysis. Qualitative research is generally exploratory
investigation, it is utilised for gaining an understanding of underlying opinions, reasons and
motivations. It helps in providing insights into the issue or assists in developing hypotheses or
ideas for potential quantitative research (McCusker and Gunaydin, 2015). This type of research
is also used for uncovering trends in opinion and thought as well as to dive deeper into the issue
or problem. The sample size in qualitative research is small & respondents are chosen to fulfil a
given quota. The common methods used in Qualitative research method are group discussion,
participation or observations and individual interview. On the other hand, Quantitative research
is utilised for quantifying the problem by method of generating numerical data or data which can
27

be converted into usable statistics. This type of research uses measurable information or data for
formulating uncover patterns and facts in investigation (Koro-Ljungberg, 2015). The data of
quantitative research are much more structured as compared to Qualitative data collection
method. Quantitative data collection methods consist different types of surveys, online surveys,
mobile surveys, face to face interview etc. However, qualitative is used for descriptive and
theoretical analysis in the present investigation for identifying the way in which CSR is
influencing business performance and growth.
Sampling
This is a statistical analysis with the helps of which researcher is able to chose small
number of populations from predetermined large population group. Sampling is performed in
two ways either systematic or simple random sampling. There is different type of sampling
method that is multistage, cluster, stratified and systemic random sampling. Stratified sampling
is the sampling process in which researcher divide large population group in two segmented
group which is known as strata. Further, from strata sample is chosen with the helps of simple
random sampling every individual has equal and opposite chances of getting selected (Opoku,
Ahmedand Akotia, 2016). On the other hand, there is cluster sampling in which scholar divide
population in two clusters and respondents are chosen randomly from clusters. Sampling is base
of data collection a sit derives participants or sources of study which are chosen on particular
term.
For addressing research problem prominently purposive sampling technique has been used
by the researcher. Referring such non-probabilistic sampling technique 30 managers of Nike has
been selected by the researcher. The rationale behind the selection of manager is that they have
better idea about the extent to which business growth or performance affected from CSR
activities undertaken by the firm. Thus, for evaluating research problem views have been taken
from 30 managers.
Data Collection
Data Collection is an important aspect of any type of research study. It is referred to as the
process of collecting, measuring and analysing the accurate insight for research using standard
validated techniques. However, data collection is essentially divided into two categories which
are primary and secondary methods. Primary methods referred to the collection of data by the
own efforts. It is fresh and first hand sources as well as it is directly collected from the
28

responders. Such as, survey, observation, interviews, focus group etc. On the other side,
secondary methods are those which is based on past information and it is used data. The
information in this method is collected from government publication, books, journals, internet
articles etc. (Antwi and Hamza, 2015). Secondary methods are convenient and less time
consuming in comparison to primary research. But the fact is that, primary research is much
more reliable than secondary information because it collected by the research own efforts and it
is fresh information.
In order to present suitable view of research problem data has been gathered from both
primary and secondary sources. Researcher has adopted primary methods for collecting
information regarding the impact on growth of business, integration of CSR in different
strategies of Nike through survey via questionnaire. In other words, by sending questionnaire to
the 30 managers of Nike primary data has been gathered. Hence, through the means of open and
close ended question impact of CSR on business growth or performance can easily be assessed.
Further, books, journals and scholarly articles pertaining to CSR have also been evaluated with
the motive to develop in-depth understanding about research aspect. Along with this, such
secondary data has also assisted in analysing responses gathered through primary investigation.
Data Analysis
Analysis data is the major aspect of study on the basis of which research outcomes are
presented and outlined. This is wholly based on collected information and view of primary
participants. For analysing data, it is important for the scholar to enhance and focus on critical
thinking and logical reasoning draw final results. There are two ways of analysing accumulated
information that is qualitative and quantitative. Quantitative data analyse is about mathematical,
numerical and statistical interpretation. This is based on calculation which is conducted with the
help of statistical tools (Mayer, 2015). This analysis is done by scholar on the basis of hypothesis
where there are independent and dependent variable of study. On the other hand, there is
qualitative analysis which is theoretical outline of accumulated facts. This is in descriptive form
where scholar present critical arguments collected data. This is the easiest and reliable approach
of drawing outcomes from results as it is done on the basis of comparison and contrast.
In this study, thematic perception test technique has been used by the researcher for
presenting optimal view of research problem. The reason behind using this technique is that it
assists in doing qualitative investigation effectually. According to this, gathered data has been
29

analysed by preparing themes referring questionnaire and responses derived. In addition to this,
as per the outcome graphs have also been added. All the findings have clearly been supported
and evaluated by taking into account views presented by different scholars.
Reliability and Viability
Reliability of study depicts accuracy of collected and analysed information which needs to
be appropriate in order to manage ethical consideration and research validation. This depicts
measure is considered reliable which can give same result over and over again. The same
answers for repetitive denotes accuracy and consideration of information for academic purpose
and for future similar researcher (Padilla-Díaz, 2015). However, validity of study depicts that
findings truly addressed research objectives and answer research questions. Therefore, in this
study researcher managed reliability and validity of research by in texting every possible
information. Further, the critical analysis in Literature review is also based on specific journals
and articles. Also, the secondary sources consider were after 2010 and therefore relevant to
research questions. Further, articles pertaining to CSR and related aspects have been evaluated
which on turn exhibits that data or investigation. Along with this, for ensuring aspect pertaining
to reliability data has been gathered from copyright protected sources.
Ethical consideration
It is the foremost and crucial aspect of research as ethical consideration determines viability
of research. In this focus of scholar in on adhering to wrong and right of the study. In this study
researcher will seek for consent of respondents for participating in survey. Adhering to ethics
helps in deriving acceptable and unacceptable behaviour for the study. This helped in deriving
interests of individual in research. Further, researcher has debriefed participants about the survey
questions which helped in protecting their interests. Also, no respondent is forced to share
confidential information about the company. Apart from this information collected from
participants is confidential and will not be used by any unofficial person. Thus, it can be said that
adhering to ethics assisted scholar in maintain quality of research and information collected.
30

CHAPTER 4: RESULTS AND FINDINGS
31

32
Questionnaire
Name:
Age:
Gender
1. Do you understand the concept and importance of Corporate social responsibility?
 Yes
 May be
 No
2. Do you think there is a relationship between CSR and profitability of company?
 Yes
 May be
 No
3. Does Nike has separate allocation of funds for implementing CSR?
 Yes
 No
4. Do you think Nike investment in Youth Development, Poverty alleviation, Conservation
of Nature and education is beneficial for attaining growth?
 Yes
 May be
 No
5. What is the major benefit associated with integration of CSR in different business
strategies?
 Increase in work productivity
 Increase fidelity for customers
 Increased sustainability
 Better corporate reputation
6. What according to you is the most important reason to implement CSR activities in Nike?
 To improve corporate reputation of company
 To help environment and society
 To gain customer attention
 To attract employees
7. Do you think implementation of CSR activities in Nike within 2 months which impact is
business strategies and growth?
 Yes
 May be
 No
8. What are the focus areas of CSR implementation within 2 months?
 Promotion education

Theme 1: Yes, participants understand the concept and importance of Corporate social
responsibility
1. Do you understand the concept and importance of Corporate social
responsibility? Frequency
Yes 21
May be 4
No 5
Interpretation: In accordance with theme 1, it has been evaluated that respondents
understand the concept of corporate social responsibility which goes beyond legal obligation and
charity. It is majority about integrating with ethically and socially responsible practices with
regard to society, environment and economic. Therefore, it is supported with the literature
section-1 which is stated by Haar and Keune, (2014) that emergence of CSR activities led to
tremendous changes in organisation like organisation are bound to focus on minimizing waste
and encouraging use of products which causes least harm to environment. Apart from this,
participants also stated about economic concerns which needs to be focused by companies with
reference to CSR like compliance with labour standards, encouraging employment, etc. As per
the respond of few participant it can be articulated that the individuals understand CSR as
continuing commitment of organisations to behave ethically in order to contribute to economy
and environmental development. This with response to all respondents CSR is the focus which
33

encourages enterprise to management improvement in quality of life of staff and their families.
Also, it aims at providing living benefits to social and local communities. As per majority of
respondents it is outlined that Corporate social responsibility is a business model that can help
company to be socially accountable which is supported by the literature section. CSR activities
can help organization in building a strong relationship between employers and employee. For
maintain CSR Nike can involve in performing activities like they can protect human rights, save
the environment, invest in charitable activities, pay more focus at consumer concerns and fair
management in organization.
Theme 2: Yes, as per respondents there is a relationship between CSR and profitability of
company
2. Do you think there is a relationship between CSR and profitability of
company? Frequency
Yes 19
May be 6
No 5
Interpretation: From theme 2, it can be articulated that according to majority of
respondents there is relationship between CSR and profit. As per view of participants it is
analysed that financial performance and CSR activities of company are closely linked which is
34

reflected in doing good and doing well aspects of company. For example, heath and safety at
workplace is the legal obligation which helps the firm in mitigating uncertain workplace
incidents. Further, Pope and Wæraas, (2016) also stated that it also assists in gaining trust of
workforce which boost individual working productivity which is directly related to improved
business productivity and profits. Apart from this, it is critically evaluated that some applicants
stated about waste management expenses and optimum utilisation of resources which is aspect of
environment development and ethical business practice. In accordance with this it can be
evaluated that proper use of resources and implication of waste management strategy helps the
companies in making proper allocation of expense which promotes cost effectiveness in business
operations. Hence, it can be evaluated that CSR activities promotes sustainability within
organisation which reflects increase business as well as workforce productivity and results in
profitability of enterprises.
Theme 3: Yes, according to majority of respondents Nike has separate allocation of funds
for implementing CSR.
3. Does Nike has separate allocation of funds for implementing CSR? Frequency
Yes 26
No 4
Interpretation: As per theme 3, it is identified that Nike allocated separate fund
for implement CSR activities and regular changes. The participants outlined about end of fiscal
35

year 2013, the report counted over a million workers in 785 contract factories and a total of 2.5
million people across Nike's value chain. To manage meet the needs of employees Nike
implanted changes in policies and rules to staff needs of suppliers and workers which was
justified which is evident in books of third-party audit. Respondents outlined about $37.3 million
contribution of Nike to community partners and non-profit organisations in fiscal year. However
it is critically evaluated that Few applicants stated that separate allocation of fund helps the
company in maximizing CSR benefits and also in aid deriving special focus on CSR initiative.
This encourages in employee involvement and time in managing ethically and socially
responsible practices (Acquier, Valiorgue and Daudigeos, 2017). Apart from this to manage
economic benefits, the company aim at proving compensatory benefits to employees on the basis
of their performance.
Theme 4: Yes, Nike investment in Youth Development, Poverty alleviation, Conservation of
Nature and education is beneficial for attaining growth
4. Do you think Nike investment in Youth Development, Poverty alleviation,
Conservation of Nature and education is beneficial for attaining growth? Frequency
Yes 26
May be 3
No 1
36

Interpretation: In accordance with theme 4, it is been identified that Nike invest in wide
range of CSR initiatives like development of youth, promotion of education, alleviating poverty
and conserving nature to maintain environmental sustainability. As per the views of
respondents it can be articulated that conservation of nature initiative is focused by Nike by
focusing on waste management strategics and making minimum use of natural resources. The
ultimate motive of Nike is to minimize carbon footprints. Apart from this, or education initiative
Nike 20 leaders of Nike hosted Future You workshop for students and educators from ten
Portland, Hillsboro, Beaverton schools. The programs aimed at fulling innovating thinking in
education for students. Singh (2016) stated that the initiative inspired many students to focus on
innovative career growth and also encouraged drift of schools towards economic and technical
realities. For example, alternation in learning spaces of schools like Choir room, weight room,
library, etc. On other hand, some respondents discussed about youth development initiatives of
Nike where focus on organisation was on increasing participation of youth in physical activity.
This change was managed by company with the help of Nike GO program with the help of
which 150,000 kids were being boosted to be physically active.
Theme 5: Better corporate reputation is the major benefit associated with integration of
CSR in different business strategies
5. What is the major benefit associated with integration of CSR in different
business strategies? Frequency
37

Increase in work productivity 4
Increase fidelity for customers 6
Increased sustainability 9
Better corporate reputation 11
Interpretation: As per theme 5, it can be articulated that there are wide range of benefits
which comes with integration of Corporate social responsibility in business strategies like
increased productivity, sustainability, fidelity of customers and corporate reputation. However,
as per the views of respondents, it is been identified that corporate reputation is the benefit which
comes with integration for CSR as it supports effective alternation in work process of company.
For example focusing on youth motivation via marketing strategies helps in gaining consumer
attention and promoting responsible practices of company. Zasuwa (2017) stated that
Integration assist the organisation in managing improvement in business operation which
enables sustainability in business management. On the other hand, it is critically evaluated that
few applicants discussed about increased sustainability with integration because CSR is
continuous business process supports optimum utilisation of resources, waste management,
increase cost efficiency, proper allocation human and physical resources, aligned business
activities. Thus, synchronised work process with CSR benefits helps the enterprise in managing
sustainability in business operations.
38

Theme 6: As respondent helping environment and society are the most important reason to
implement CSR activities in Nike
6. What according to you is the most important reason to implement CSR
activities in Nike? Frequency
To improve corporate reputation of company 6
To help environment and society 9
To gain customer attention 8
To attract employees 6
Interpretation: From theme 6, it can be outlined that helping environment and society is
the priority reason for implementing in Nike. The focus of organisation to manage ethically and
socially responsible practice to protect environment concerns and ethical business activities. The
focus on ethical business practice arise with the case of marketing of Balaclava which was
critique by public as it promotes gang violence and is launched to support gang culture. Few
survey participants stated about motivational marketing campaign of Nike which are for boosting
youth of society to be physically active and follow passion. However, it his critically evaluated
that, some respondents stated about use of eco-friendly manufacturing material like recycled and
organic cotton and polyesters. Further, Nike is focused on minimizing off cuts in parts of
manufacturing process to make proper use of water. On the other hand, as per the view of
39

Gruber, Kaliauer and Schlegelmilch (2017) few respondents gaining customer attention is
priority reason of implementing CSR with reference to which copy focuses on proving
innovative products for different purpose. Also, Nike aim at gaining customer attention by its
attractive CSR focused marketing strategies which supports growth of firm for long term. Some
applicants focused on improved productivity and satisfaction of workforce after incorporation of
CSR practices in business as it supports employee welfare and well-being.
Theme 7: Yes, as per participants implementation of CSR activities in Nike within 2
months which impact is business strategies and growth
7. Do you think implementation of CSR activities in Nike within 2 months
which impact is business strategies and growth?
Frequency
Yes 22
May be 6
No 2
Interpretation: In accordance with theme 7, it can be articulated that respondents think
that implementing activities of CSR in Nike within 2 months will impact growth and strategies
of organisation. As per the views of participants it is been identified that business strategies of
Nike comprise management of workforce, technological advancement, product planning, supply
chain management, etc. CSR practices in workforce planning are related to compliance with
labour trends, performance analysis, occupational health and safety, etc. For effective standard in
workforce planning within 2 months Nike can focus on managing changes like work life balance,
40

welfare schemes, issuance plans of employees, etc. This will help the firm in gaining employees
trust which will promote instant retention and support employee satisfaction. On the other hand,
it is critically evaluated that some employee stated about optimum use of resources, minimum
use of natural resources and managing waste treatment is way to gain improvement in supply
chain management.
Theme 8: Promotion of education will be the focus area for organisation after
implementation of CSR within 2 months
8. What are the focus areas of CSR implementation within 2 months? Frequency
Promotion education 11
Training to support sports 4
Slum development 6
Ensuring environment sustainability 9
Interpretation: As per theme 8, it can be evaluated that focus are of Nike for implanting
CSR practices and activities in 2 months will be promoting education as it is the base of social
development. It is most ethical and socially responsible initiative which will support betterment
of corporate reputation for firm and involvement in CSR. Respondents stated about inadequate
eduction which is the core reason behind increasing poverty. To manage growth of rural society
41

and innovative thinking in urban areas will be the focus of Nike for which company will organise
programs where children of rural areas will be encouraged to go school and learn. Also, it is
critically evaluated that the firm can contribute to development of rural schools which is the
initiate that will promote free education and can lead to increase participation of children. Apart
from this, ensuring environmental sustainability is another area of focus which needs to be
focused to manage improve sustainability in business practices (Bjartmarz and Gjerdrum, 2015).
With regard to this Nike can focus on enacting is manufacturing approach by incorporating
principles of operation management and making proper use of lean lines.
Theme 9: As per respondents company should directly implement and integrate CSR
practices
9. How can your company implement and integrate CSR practices?
Frequency
Through company foundation 7
Directly 15
Through Non-government organisation
8
Interpretation: In accordance with the theme 9, it can be said that Nike should directly
implemented and integrate CSR practices because management of company has critical
42

understanding over corporate culture and values of company. Direct implementation helps in
alternating business process with minimum damage to work culture. Further direct
implementation can assist Nike in managing motivation and engagement of stakeholders by
sharing information directly via marketing. Direct chances will not not bound company against
any legal obligation of confidentiality. However, few employees stated about implementation of
CSR via company foundation as it provides supports and financial balance for managing
changes. This mitigate risk of managing changes and promotes flexible and adaptable approach
to manage sustainability within work environment. Implementation CSR change via company’s
foundation is the way to improve corporate reputation. It is further supported by literature review
section in which CSR can also be implemented by contributing to non profit organisation which
focuses on economic and social development. Incorporating changes as per this, leads to
minimum damage as it is specifically focused on contribution of company.
Theme 10: Yes, company has appropriate environment management system
10. Do your company has appropriate environment management
system? Frequency
Yes 19
May be 6
No 5
Interpretation: From theme 10, it can be articulated that Nike has appropriate
environment management system which comprise of preventive and structured way of enhancing
environmental performance. The organisation focuses on impact of product, services and
operations on environment. Nike complies to obligation of restriction of use of certain hazardous
43

substances which can lead to contamination. The best example of environmental management
system of Nike is Zero waste from contracted footwear manufacturing sent to landfill or
incineration without energy recovery. Further, 9 % of the company's polyester products
contained recycled material in 2015, up from 27 % in 2011. However, it is critically evaluated
that In accordance with environmental management system of Nike it is identified that
organisation adopts ambitious environmental workplace goals which encourages sustainability in
supply chain management and aid in managing environmental benefits. Further, respondents
outlined about Energy efficiency which is attained by Nike through Energy and Carbon Program
(Kleinfeld, 2016). For managing water efficiency company complies to new technology that is
Cool Dry technology which dyes fabrics using zero water with the helps of which company has
saved 20 litres of water.
Theme 11: Yes, respondents think integrating CSR with Brand marketing strategy will
help Nike in attaining growth
11. Do you think integrating CSR with Brand marketing strategy will help
Nike in attaining growth? Frequency
Yes 22
May be 6
No 2
Interpretation: In accordance with theme 11, it can be said that integration of Corporate
social responsibility with marketing strategy of business sis the major aspect which can assist the
44

organization in attaining growth. Promoting company products and CSR by incorporating
socially and ethically responsible practices assist the enterprise in gaining consumer attention
and loyalty. The practice assist in managing ethical marketing practices which also boost sales.
Marketing campaign of Nike are effective because of the balance company creates between
attracting new customers and keeping existing customers. Also, the major focus of firm is on set
unique product slogan in order to gain consumer attention. However, it is critically evaluated that
As per few participants it has been identified that marketing of Nike is empowering and
enthusiastic as it specially targets young customer can focus on boosting individual morale to
follow passion with courage. The spread of motivation among society with marketing denotes
integration of responsible practices with marketing strategy which supports growth. Thus, from
the survey view it can be articulated that integration of CSR with brand marketing requires huge
cost investment but is successful practice to attain competitive advantage among global level
competitors.
Theme 12: Yes, respondents think integrating CSR with business level strategy will help
Nike in attaining business growth
12. Do you think integrating CSR with business level strategy will help
Nike in attaining business growth?
Frequency
Yes 25
May be 4
No 1
45

Interpretation: From theme 12, it can be said that integration of CSR with business level
strategy will assist the firm in managing growth because in focuses on improvement in wide
aspect of organization that change employee management policies, sustainability in supply
change management, waste management in manufacturing and production process, etc. As per
view of participants it is been identified that policies of CSR helps the business in minimizing
changes which occur due to uncertain changes in macro business environment. Further, practices
helps in managing opportunities and weakness which are the major aspect of growth. In
accordance with the view of respondents it can be said that CSR into business processes and
stakeholder management, can aid in achieving the ultimate goal of creating both social value
and corporate value.
Theme 13: Yes, company communicate its Supplier CSR/Sustainability Policy to your
suppliers
13. Does your company communicate its Supplier CSR/Sustainability
Policy to your suppliers? Frequency
Yes 29
No 1
Interpretation: As per the view of participants it has been identified that Nike
communicates suppliers about CSR polices related to suppliers which helps in maintaining
quality and adequate availability of raw material. It is important for the companies to comply
46

with supplier code of conduct as the individuals are external business partners and shares high
level of interest with products and services of business. This is further supported by literature
review section 3, Supplier guideline of Nike is been divided into three aspects that is labour
safety, environment and human rights. Further, purchasing principle comprise following
transaction price which needs to be economical and fair and reasonable. Purchasing needs to be
based on number of estimates in order to minimize waste and purchase of raw material is
completely dependent on compliance with regulation. Thus, it can be said that communication
of supplier polices and guidelines to suppliers helps the firm in managing quality of products,
cost effectiveness and stakeholder satisfaction.
Theme 14: Ethical responsibility is the most important CSR practice which needs to be
considered
14. Which is the most important CSR practice which needs to be
considered? Frequency
Legal responsibility 4
Ethical responsibility 14
Philanthropic responsibility 7
Economic responsibility 5
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Interpretation: As per theme 14, it is identified that ethical responsibility is the
important aspect of CSR which needs to complied and focused by Nike for manufacturing and
marketing products and services. It is necessary for the enterprise to conduct training employees
on ethical code of conduct which can be explained with the help of different ethical theory. This
will help in minimizing critique arguments and customer favour ability. Further, few respondents
stated that company already complies with necessary regulations and therefore legal
responsibility can be secondary but it is important for the employer of the organization to
manage viable liable in polices as per changes in legislation. Apart from this, it is critically
evaluated that it is important for the Nike to consider Philanthropic responsibility which aim at
social welfare management by company which is the major advantage with Nike as the CSR
initiates of organisation are specially focuses on social development.
Theme 15: Suggestion for changes and implication which Nike can consider when
integrating and implementing CSR practices, polices and activities
Interpretation: In accordance with view over specific closes ended survey question
recommendation were open ended for participants. In accordance with this survey question it has
been evaluated that Nike complies to social, economic and environmental sustainability but there
are few practices or business process which lacks sustainability focuses and efforts like
employee management policies. The respondent suggested about work life balance to lower level
employees as it can assist the firm in managing providing job satisfaction and increased working
productivity. Further, it is outlined that integration of CSR activities and policies in internal
business management which can assist the firm in minimizing ethical issues which arise due to
marketing or designing of products.
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CHAPTER 5: DISCUSSION
From the above primary and secondary analysis, it has been found out that practices,
polices and activities of Corporate social responsibility has become essential to manage
successful international private business. It has become important for the organisation to focus in
managing responsible business practices as the millennials in developing era are focuses ethical a
sustainable business management (Igwe, Icha-Ituma and Madichie, 2018). The vital aspect which
need to focused by organisation is environmental development where minimizing use of natural
resource and waste treatment is a crucial concern to reduce carbon footprints. This is the major
cause of increased red alarms warnings and uncertain whether condition which influence
business environment.
In accordance with the literature review section, it is find out that responsible practices of
organisation lead to development of society and human kind. CSR has become integral part of
organisations and it is necessary of the management of firm to focus on communication of CSR
plans and initiative to stakeholder in order to protect individual interest with organisational
activities. As per the views of Souza-Monteiro and Hooker, 2017, it is articulated that
profitability of company is solely dependent on doing good aspect of cop any which comprise
maintaining health and safety at workplace for which Nike complies Occupation Health and
Safety Act, this is supported by data analysis section. Further, company focuses on waste
management system where aim of management is on recycling and reusing resources. Further,
company also focuses on waste water treatment which is managed to eliminate the risk of
contamination that can cause waterborne disease. Doing good initiatives by organisation denotes
finical condition of organisation that is doing well (Lane and Devin, 2018). This is evaluated on
the basis of profitability, market capitalization, total liabilities, total assets, etc.
49

Figure 7: Doing Well and Doing Good Design
(Source: Hategan and et.al., 2018)
Figure 8: Indicators of doing good and doing well
(Source: Hategan and et.al., 2018)
Further, from data analysis section, it is find out that CSR integration within existing
business strategies it has been found that integration of CSR with Brand marketing is an effective
approach which encourages communication of responsible practices of firm to customers. This
helps in gaining consumer attention and loyalty. Further, the approach also supports stakeholder
communication and satisfaction with business operations (Dey and et.al., 2018). In accordance
with integration of CSR with marketing it is identified that Nike aim at developing emotional
and creative branding campaign. In contrast marketing of company is specially focused on youth
development. On the other hand, integration of CSR with business level strategy helps in
achieving growth by designing products as per CSR principles and market preferences. However,
from secondary review it is identified that incorporating sustainable goals in continuous business
50

practices helps in accomplishing success like waste treatment in manufacturing process, ethics in
marketing, goal setting in sales, etc. However, as per survey it is found out that direct
implementation of CSR practices in business is the best and easiest way of integrating as
responsible practices (Sherratt, 2018). This is beneficial approach of managing changes as it
supports continuous improvement in business working practices and strategies and this is
supported by literature review section. From the survey it is evident that Nike integration of CSR
is supportive aspect of managing betterment in corporate reputation and increased sustainability.
From secondary review i.e. literature review it is analysed that over CSR practices it is
identified practices which needs to be focused by firm for effective management of change and
ethical business practices which comprise setting of measurable goals which aid in determining
success and areas of improvement. Further stakeholder engagement assists in seeking investment
and protecting individual interest in organisational activities. Mapping of sustainability issues
provides management focus on areas which requires change to manage socially and
environmentally responsible practices (Konadu, 2017). However, it is critically evaluated that
Sustainable branding and reporting are another aspect that is increase control over business
practices of governmental regulation and quality standards of products and manufacturing
process of company. Apparently, from primary survey under data analysis section, it has been
found out that sustainable practices of Nike are focused on four key areas that is youth
development, poverty alleviation, conservation of nature and promoting education. The
participants of survey outlined valid facts of contribution by Nike in each sustainable initiative
like Nike Go program which was initiated by firm to encourage kids to be physically active.
Education support by Nike is provided by providing funds for development school in rural areas
and also by organising workshops in existing school. The approach of company is to encourage
innovative thinking in society and increase involvement of children in academic learning.
From the literature review section, Secondary review by different authors articulated
wide range of benefits of incorporating CSR practices that is buyer’s loyalty because of quality
products and ethical manufacturing. Employee satisfaction by providing work life balance to
workforce (François, Bayle and Gond, 2019). This aid in protecting individual interest in work
and also assist in maintaining ethical working practices of staff. CSR benefits also comprise
environmental protection where company aim at managing waste, making optimum utilisation of
resources and minimum use of natural resources (Knudsen, Moon and Slager, 2015).
51

Nevertheless, participants of primary survey specified about increased work productivity,
sustainability and corporate reputation of Nike as benefits of CSR. The survey also presented the
reason why Nike incorporates CSR that is to help environment and society. The different
managerial departments of company are focused on managing boost in different aspects that is
motivational marketing campaign, use of eco-friendly manufacturing material, training of ethical
practices and code of conduct, etc.
In accordance with implementation of CSR activities it is been identified that there are
wide range of CSR practices focused on different area of improvement in economy, society and
environment. For example, protection of human right is the concern which is focused by CSR
initiative. As per this companies aim at maintaining safe working environment by complying to
regulation of safe working conditions like Occupational health and Safety Act. The legislation
enables governance which establish control over managerial practices of management. The
governance via law enables strict control over business activities which aid in building safe and
secure working environment for employees. Apparently Ranängen and Zobel (2014), critically
analysed that implementation of fair business management CSR initiatives aim at managing
workforce satisfaction and equality in business activities. For managing fairness in work
environment focus of organisations is on safe working condition, guidance of safety to workers
for preventing workplace accidents, guiding use of resources, minimizing loss. On the other
hand, Bohas and Poussing, (2016), stated about fairness in work activities which needs to
focused on one key area that is rewards and performance analysis. It is important for organisation
make use of relevant approach of determining employee’s performance. It is aspect which can
assist different managerial department in elimination bias and focusing on individual employee
efforts. For example, 360 Degree feedback method. This is suitable for evaluating employee
performance on the basis of their efforts as it allows multiple rating of supervisors, direct reports,
subordinates, peers and external stakeholder. This sets benchmark for employees’ development
which encourages fair management of business activities (Poplawska and et.al., 2015).
Nevertheless, as per primary survey can be said that implementation of CSR activities in
Nike is specifically focused on protecting environment and society. Company also focuses on
employee’s satisfaction but major focus is on external business factors. Therefore, to help
society company aim at briefing employees about ethical code of conduct aid in managing
ethical marketing, manufacturing, production and promotion. This helps in meeting interest of
52

external stakeholders. However, to protect environment company focuses on using eco friendly
products and minimum use of natural resources. Further from the literature review section,
Gazzola and Colombo (2014), outlined about customer concerns which is foremost CSR activity
which needs to be implemented in an organisation as it helps the firm in focusing on quality of
products. In accordance with secondary review it is analysed that to manage customer concerns it
is important to focus on Total quality management. The approach promotes use of advance
technology which helps in focusing on quality an also on changing customer preferences which
is the main aspect to managing satisfaction of customers (Nasrullah and Rahim, 2014).
Thus, the discussion can be concise by stating that integration of CSR in branding and
marketing strategies of Nike within 1 month can helps in achieving growth for which it is
important for the enterprise to first focus content marketing. The approach of promoting content
with products helps in conveying the ides of social and environment development. This type of
integration will be successful and can be managed within 30 days of time span. Apart from this,
implementation of CSR activities within 2 months to outline positive impact on business growth
can be evaluated by focusing managing internal changes like fair business activities with regard
to employee can help the organisation in serving job satisfaction (Szczanowic and Saniuk 2014).
Further, setting restriction for use of resource in manufacturing process can assist in compliance
with environmental activities. 2 months is short time span in which the growth of business with
respect to external changes not be evaluated and therefore it is important for the Nike to
implement change as per all CSR activities and analyse results on the basis of satisfaction and
interest of stakeholders. The increasing participation of external stakeholder will demonstrate
the successful implementation of responsible in business operations and management.
53

CHAPTER 6: CONCLUSION AND RECOMMENDATION
The research summarized about corporate social responsibility and its impact on growth of
business. From the research it outlined that CSR framework is supportive tool for the business in
changing era and emerging technologies. In changing business environment, it has become
important for the organisation to focus on maintaining ethics of business activities. Ethical and
safety business practices is the major aspect which aid the organisation is protecting stakeholder
satisfaction. As per the research from different books, journals, articles it has been identified that
CSR framework comprise of all the major aspect which needs to considered by organisation for
providing support to social, economic and environmental development. The chapter 1 of
dissertation concluded with background of topic which helped in developing understanding over
research topic an element. Aim and objective of study were focused on impact, integration and
implementation of CSR within business. From the above, it has been concluded that researcher
meet the aim and objectives by conducting both primary and secondary research. The study is
specific to Nike which is American footwear manufacturing company and a multinational
corporation. From over view of firm it is outlined that advertisement and marketing are the key
focus with the help of which Nike manages its sustainability and ethics. Further, the chapter
outlined motive of conducting that is for personal and academic interest. Lastly, the chapter
discussed bait structure of entire study and outlined significance and scope of choosing CSR.
Further, from the research, it has been concluded from the second chapter in dissertation is
literature review where researcher summarized different findings and facts from articles, books,
journals, etc. The review is completely based on already collected information on similar topics.
The scholar presented findings with the help of 4 themes and sub heading which were based on
research objectives. Moreover, from the Theme 1 of research was based on concept of CSR, its
impact on business growth and benefits related with integration of CSR in existing strategies of
business. From theme 1 it can be concluded that CSR enables self-regulatory framework which
helps the companies in establishing sustainable business practices. Framework of CSR is based
on 7 practices that is setting measurable goals, engagement of stakeholder, mapping of
sustainable issues, sustainable branding sustainable reporting and lifecycle assessment.
Advantages associated with CSR are improvement in productivity, competitive advantage,
customer loyalty, employee satisfaction, corporate reputation. Moreover, from the theme 1, it has
been concluded that by using triple bottom line model as a CSR will help the business to not only
54

promote financial services but should also consider environment in order to maintain the
environment and suggest strategies that help to promote the environment as well.
From theme 2, it can be concluded the benefit and drawback of CSR with existing business
strategies so that it will helps in accomplishing growth because in accordance with this company
can provide training of ethical code of conduct to its employees. The review summarized with
specific example of integration like integration with brand marketing because it is the approach
that promotes customer satisfaction. Further, it concluded with incorporating responsible
practices in business level strategy like employee management, supply chain management, etc.
Theme 3 summarize different CSR activities which should be implemented and focused by Nike
like respect for human right, addressing customer and environmental concerns, etc. it is also
concluded from the study about improvement in profitability after compliance with CSR from
where it is derived that after focusing on waste management Nike gain gained 54 million Pounds
factor scrap which was further transformed into premium material. The reuse initiative of Nike
denotes increase in cost effectiveness and profitability of business after compliance with CSR
concerns and practices.
Third chapter of dissertation summarized different type of tools of research methodology
with justification of each tools. This helped in gaining understanding over research tools that
assist in making research systematic and synchronised. Research philosophy used by scholar is
interpretivism as it helps in integrating human interest study. Further, scholar used inductive
approach which helps in logical reasoning of collected information. The approach is suitable for
qualitative type of study as it aids in compare and contrast of wide range of facts and findings. In
this study random sample was done and there were 30 randomly selected participant who shared
specific information about CSR practices of Nike and changes which company can made in
accordance changing business environment. Researcher used qualitative type as it is used for
descriptive and theoretical analysis which helped in identifying the way in which CSR is
influencing business performance and growth. The research is based on both primary and
secondary data collection where primary is collected via survey questionnaire and secondary is
collected via books, journals, online news, articles etc. which were of similar topic. Scholar
analysed collected information with the helps of thematic analysis and bar and pie diagrams.
In accordance with the view of participants in data analysis it can be concluded that Nike is
highly focuses on managing ethically and socially responsible practices. As per the results it can
55

be summarized by stating that majority of participants had clear understanding over concept of
CSR and its impact on business growth. The respondents stated that it is model which is
accountable for improving quality of business management. Further, it is identified that there is
relationship between profits of organisation and CSR integration where it is important for the
firm to keep a balance between doing good and doing well aspects. Further the practices assist in
managing occupational health and safety which reduces the risk of workplace accidents and
minimize the risk of loss. Integrating with ethical management will assist Nike in focusing on
waste management initiatives which is crucial concern to management environmental protection.
On the other hand, it is outlined that Nike allocate separate funds for implanting in CSR which
supports adequate availability and systematic focus on CSR initiatives. The company prefer
direct investment in CSR as focuses on third part audit. This denotes systemic efforts made by
company for focusing sustainable management of business practices.
Hence, from the entire research it is concluded that CSR is an integral part of business
and therefore it is necessary for Nike to integrate and implement CSR practices and activities in
organisation to manage growth. This will help the enterprises in servings stakeholder satisfaction
and continuous business growth regardless of changing business environment.
Recommendation
In accordance with research, it is evaluated that Nike has complied with wide range of CSR
practices and polices and is involved in implementation of responsible activities. However, the
study also outlined ethical and environmental concerns faced by firm with respect of economy,
society and environment which needs to be focused to manage responsible business functioning.
Few recommendations which can be made to Nike are as follows:
 Respect for Human rights- Nike can engage in implementing proper code of conduct
for maintain basic human rights of employees. They should work on the concept that all
human beings are born free and equal in dignity and rights.” For this the company can
involve in hiring people from diverse culture and giving them equal opportunities to
grow. This can help Nike in building goodwill.
 Social contribution- Nike can engage in making a policy of not hiring children for
maintaining goods. In this way they can say no to child labour and build a good image in
the market. Nike can also involve in giving donations to people who are in need. This can
56

help them in building their brand image. They can involve in running campaigns for
helping people or also they can invest in educating children.
 Consumer Concerns- Consumer are the heart of organization, company must make sure
that their customers are happy and satisfied with them. Nike must involve in taking
feedback from customers regarding their products and quality. They must also be
engaged in analysing their needs and demands (Ranängen and Zobel, 2014). Nike can
also maker privacy policy in which they do not share any information of customers to
third party.
 Environmental activities- Nike should promote use of eco-friendly materials to produce
their products. They use material like organic and recycled polyester. Nike can also make
its manufacturing process transparent to all stakeholders which consist waste and water
reduction strategy. They can also engage in selling out their products in Paper bags
instead of plastic bags. This can assist them in contributing towards environment saving.
 It is also recommended to use quantitative study because it helps the researcher to get
best results as compared to qualitative research. It is also analysed that qualitative
research mostly depends upon the assumptions and that is why, it is usage of quantitative
study is more beneficial.
Integration of CSR with business strategies
 Nike’s Code of Conduct must be aligned with international standards and contains the
foundational requirements all suppliers must meet in producing Nike-branded products. It
is important for the company to meet international requirement with regard to
employment policies, environmental protection and economic contribution. For example,
company should focus on labour standards of different countries in order to promote
development of economy on the basis of requirement. This will help the Nike in focusing
on movement areas rather than overall development.
 CSR initiative in supply chain management of Nike should be transparent to stakeholders
in order to gain their interest and participation in reasonable change management of
enterprise (Hackert and et.al., 2014). The support from external stakeholder offers the
biggest advantage in CSR integration and accomplishing business growth.
 The company should focus on green building initiatives when opening new outlet across
the globe and also for manufacturing area. This will assist in improving focus on
57

environment concerns and creating awareness among people about maximizing
environmental and economic performance by focusing on reducing wastage of water,
protecting biodiversity and ecosystems, conserving natural resources and improving the
water and air quality.
58

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APPENDIX
REFLECTION
A research on the topic Corporate social responsibility and the impact on business growth was
conducted by me. In this research to understand the concept of the topic we have went through
the opinion of the literature which has developed the my knowledge about the same. After that
we have conducted the research to understand the different pros and cons of the research tool,
on the basis of the same best tool has been selected to conduct the research. After that with the
help of the primary data which was collected with the help of the survey we have interpreted the
data and recommendation about the issue was given to the company. This research was
conducted in the team, all the member in the team was allotted with the specific task to be
performed. As this research was allotted to me I used to work with all the member and used to
perform the variety of the task which has helped me in developing the variety of the new skills
in me
During the progression or process of conducting the research there were many different
type of feeling which were felt by me. At the initial stage I was to nervous to conduct the
research as explained in the above section as well that I was not having that good knowledge
about the topic of the research on which the research is to be conducted. Also at the initial stage
I was feeling some sort of hesitate to take the step or the action in the organization. At that time
I used to take the help of the senior management and senior member of the team. This has
helped me in conducting the research as once I have passed with some of the step I was finding
the confidence to conduct whole research as senior member and management used to provide
the valuable feedback on the basis of the same I used to take the step to correct the same. There
were many situation in the process where I was confused and that has shaken up the confidence
of mine during the research. At that point of time I have taken the help of the reference of the
other research and with the help of the same I have overcome all the issue which was faced by
me. At the end of the research I was feeling so satisfied and the happy because I was able to
find out the result of the research very proficiently. Also I was highly motivated about the same.
During the process of conducting the research I always felt that other people in the team were
also very confident the way research was going and also they were satisfied at the time we were
successfully able to ascertain the result of the research.
There were many activity in the research which went well as though and also there were
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many activity which were not well as well as thought. Collection of the data was the activity
which went very well during the research. As the outcome of the research was heavily depended
upon the data which has been collected . So for the reason of the same there were proficient
employee and one senior was there to help me. The coordination between all of us has helped us
in getting the better result out of the source through which we have collected the data to conduct
the research. Another thing which has went well in the research was the selection of the
respondent. As there were many confusion in the starting about what number of the respondent
and what technique need to be selected to conduct the research so that the best amount and
quality of the primary data can be collected to conduct the research in the organization. Also
selection of the different tools and technique for the conduct of the research went well which
has helped in improving the efficiency of the research conducted. There are many things which
were not went as per expectation. The first thing was approval from the tutor as it was always
difficult for us to get the appointment of the tutor and have a approval of the tutor on the
research. As tutor has to check more than one project at a time. For overcoming the same issue
we have started taking the appointment of the tutor two day prior to the the review. On the basis
of the same we used to send our project to get them approve by the tutor end. Another thing
which does not went well as per the expectation was interpretation of the data. As in the team
there were a confusion about which technique is to be used to interpret the data as some were
having different thought and some were having other opinion. For overcoming the same
meeting was called in which it was decided to choose the thematic analysis tool as this tool used
to present the data with the help of the graph which will be easy to interpret.
Conducting the research has helped me in going through the variety of the new concept
and the knowledge which was not possessed by me in the past. The biggest gain was the
knowledge about the CSR and impact of the same on business growth as in the past I was
having the knowledge about the CSR but only briefly not that thoroughly but this research has
taken me through the variety of the information. Another thing which was adopted by me was
the information regarding how to conduct the dissertation. As this research has shown me the
way through which the dissertation was conducted. This knowledge will eventually helped me
at the time of conducting any other research ether for the same organization or for the other
organization in the future. . Some of the skill are communication, as we all used to coordinate
with each other in the organization to fix up the schedule with the each other in the
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organization. Sourcing skill as research is based on the information which has been gather with
the help of the different sources. This has drive me to collect the data from the different sources
to find out the outcome of the research. Interpretation or the analysis skill are the other skill
which was also developed by me as the research has asked me to analysis the good amount of
the data in the process of conducting the research.
The biggest positive experience which was gained by me was the confidence as now
after conducting the research I used to feel high on confidence to conduct any research in the
future if the situation demands in the coming future. Another positive experience was working
with the team. As it was mine first experience of working in that big team to carry out the
research and this will help me in future as well. The negative impact which was seen by me was
that I used to get frustrate very easily in the process of caring out the research. This has
sometime created the situation that there may be a conflict in the team but some of the senior in
the team always took the control and avoided such sort of the situation. Another negative issue
which was identified by me was that I was not that I am not that good when it comes on to the
written communication skill. As it has been find out that every time when in the organization
there were situation to communicate with senior or other department I used to loose the control
over my language. This has some time created the wrong impression of mine in front of senior.
To overcome the above mention skill there are many steps which will be taken by me,
so that I find it easy to overcome the same in the future. To reduce the frustration level I have
decided that I will be taking the help of the tutor and also will be taking part in the different
conference and seminar. This will help me in having the better control over my emotion as
compare to the past. Also I will try to understand the issue in more proficient way and after that
will make the different decision. It will eventually help me in understanding the different aspect
very easily and on the basis of the same will able to build the good trust among the team
member in the future. For improving the written communication skill will take help of the tutor
and also will try to take help of the different sample and template of the written communication
as a reference to conduct the written communication. This will eventually help me in building
the good impression of mine on the other party involved in the communication and also will
help me in improving the command over the language. Also there is option of taking the
feedback of the senior management to improve the variety of the skill which has been lacked by
me.
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