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

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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