Corporate Social Responsibility and Impact on Business Growth: Nike

This report analyzes the impact of Corporate Social Responsibility (CSR) on Nike's business growth, examining how CSR initiatives influence the company's strategies, profitability, and sustainability. The report begins with an introduction to CSR and its significance, followed by an overview of Nike's operations. It then delves into a literature review exploring the concepts of CSR and its integration into business strategies. The research methodology, results, and findings are presented, providing insights into the benefits of CSR implementation and its impact on Nike's performance. The discussion chapter analyzes the collected data. Finally, the report concludes with recommendations for further CSR practices, emphasizing the importance of ethical and sustainable business operations. The report includes an abstract, acknowledgment, and references to support the findings and arguments presented. The report investigates how Nike has integrated CSR into its operations, including reducing carbon footprint, innovation in manufacturing, and establishing diversity and inclusive work culture. The aim, objectives, and research questions are clearly outlined to guide the study, providing a comprehensive overview of the relationship between CSR and business growth.

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

TABLE OF CONTENTS
ABSTRACT (500)...........................................................................................................................3
ACKNOWLEDGEMENT (300).....................................................................................................3
Topic: Corporate social responsibility and the impact on business growth................................4
CHAPTER 1: INTRODUCTION (2000)........................................................................................4
1.1 Background of study..............................................................................................................4
1.2 Overview of the organisation.................................................................................................5
1.3 Aim, Objectives and Questions.............................................................................................6
1.4 Rationale of study..................................................................................................................6
1.5 Significance of Study.............................................................................................................7
1.6 Scope of the study..................................................................................................................7
1.7 Structure of Dissertation........................................................................................................8
CHAPTER 2: LITERATURE REVIEW (4000)...........................................................................10
2.1 Introduction..........................................................................................................................10
2.2 Concept of CSR and its impact on growth of business.......................................................10
2.3 Integration of CSR in different strategies of organisation and its contribution in growth of
business......................................................................................................................................12
2.4 Implementation of CSR activities and its positive impact on existing business strategies. 12
2.5 Improvement in profitability of an organization at global level after implementation of
CSR activities within existing strategies of business................................................................12
CHAPTER 3: RESEARCH METHODOLOGY (2000)...............................................................13
CHAPTER 4: RESULTS AND FINDINGS (3000).....................................................................13
CHAPTER 5: DISCUSSION (2000).............................................................................................13
CHAPTER 6: CONCLUSION AND RECOMMENDATION (2000)........................................13
REFERENCES..............................................................................................................................14

ABSTRACT (500)
ACKNOWLEDGEMENT (300)
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Topic: Corporate social responsibility and the impact on business growth
CHAPTER 1: INTRODUCTION (2000)
1.1 Background of study
Corporate social responsibility is regulation which guides the organization in managing
sustainable business practices. It is a type of model for 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 aim 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 this
enterprise aim at managing challenging innovation in products which is done via marketing,
sales and designing of commodities.
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.
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 down in supply chain and child
labour. Therefore, in recent year firm has focused on investing in suitable changes of CSR. It has
provided 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
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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 impact corporate social responsibility on business growth: A case study on
Nike”.
Objectives
 To understand the benefits associated with integration of CSR in different business
strategies within 1 month of time period to analyse its contribution in process of building
the Growth of an organization.
 To implement CSR activities Within 2 months of time period to ascertain its positive
impact on existing business strategies and its influence over the growth of an
organisation.
 To improve the profitability of an organization at global level by 20% after
implementation of CSR activities within existing strategies of business within 2 months
of time period.
Questions
 Discuss benefits related with integration of CSR in different strategies of business within
1 month of time period to reflect contribution in business growth?
 Explain implementation of activities of corporate social responsibility within 2 months’
time span to ascertain positive impact on business strategies and growth of business?
 What are the improvement in profitability of business at global level by 20% after
implementation of CSR activities within existing strategies of business within 2 months
of time span?
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 if 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
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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 is
effective of gaining knowledge and boosting personal knowledge as it will be specific to every
aspect 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 components of CSR.
1.5 Significance of Study
The study topic is significant as it is focused on managing sustainability three major
aspects of business. Outlining positive impact of corpore 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 focusing ethical organisational
practices which are necessary to manage societal and environmental issues faced by
organisation. 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 in 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,
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 footwear manufacturing
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
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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 development 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 of dissertation that inductive approach and interpretivism philosophy. The type of
tools helps in deriving 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, it justifies use of random
sampling and qualitative analysis which in descriptive form and promotes critical understanding
over accumulated results in thematic form.
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 in 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
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in this research intellectual will make use of Bar, graph, pe 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 research for which entire research has been conducted.
Further, it presents outline of secondary information collected in every theme which helps in
overviewing collected data. The outline in this chapter is presented chapter wise which depicts
clear view over the information outline in dissertation. Lastly, the chapter comprise
recommendation over the entire gathered data. This is done to manage improvement in chosen
business on the basis of aspect of research topic.
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CHAPTER 2: LITERATURE REVIEW (4000)
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 its impact on growth of business
Corporate social responsibility
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 organisational Like Nike, Marks and Spencer, Reebok, Microsoft,
etc. Complies with the polies and procedures of CSR in order 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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However, Herrera, 2016, stated that CSR programme is established with the agenda of
manging 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. The changes as per
CSR in organisation are specifically relate dots manufacturing, marketing, supply chain and sales
practices of business. 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 which is focused on creation of conducive
environment for providing sustainable livelihood then there is environment which 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.
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In accordance with this scenario Nike 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, outline practices of
Corporate social responsibility which aim at strategic sustainability communication of firm.
There are seven best CSR practices that are compiled by firm and discussed below:
 Setting measurable goals: This 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.
 Stakeholder engagement:
 Mapping of sustainability issues:
 Sustainability management system:
 Sustainable branding:
 Sustainable reporting
 Lifecycle assessment:
Benefits associated with integration of CSR in different business strategies
2.3 Integration of CSR in different strategies of organisation and its contribution in growth of
business
2.4 Implementation of CSR activities and its positive impact on existing business strategies
2.5 Improvement in profitability of an organization at global level after implementation of CSR
activities within existing strategies of business
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