managementreportaboutnike.docx

managementreportaboutnike.docx

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managementreportaboutnike

Tableofcontent

Executivesummary

ThisbusinessreporthasinvestigatedtheNike.Inc’ssustainabilitybydoingsomeanalyzeaboutthecurrentdata,themanagementjournalsandarticlearefromthebusinessdatabasesuchasEBSCOhost,

ItalsoexplainstheideasthathelpmanagersofNiketoachieveitsgoalsinbothprofitandsustainability,althoughdifferentpeoplemayhavedifferentpointofviewsaboutthis,itisstillveryimportanttomanagerofabigcompanylikeNike,itisoneoftheleadersinthefootwearindustry,whattheydidmayaffectothershoescompanies.ThemanagersinNikeshouldknowtheneedsandwantsofthetargetcustomers,whiletheyneedstothinkingabouttheenvironment,globeeconomictrendandtheethics.Theeconomyisrevivingsincetheglobefinancialcrisis,themanagerstocarryoutsomenewplantofitthechangingenvironment.Whatismore,thesocialresponsibilityshouldbeconsiderateinordertoachievethegoalsandrunbusinesssustainable.Thisreportwillonlyfocusontwomanagementfunctions,planningandleading,whatismore,becauseofthelimitofinformation,lackofprimarydata,andthemethodology,thereportmayhavesomeerrorswhichcanbeimprovebydoingsomespecificresearchaboutthistopic.

1.Introduction

ThisreportisaimedtoindicatehowtheplanningandleadingmanagementfunctioncanhelpNikemaximizethefinancialprofitandatthesametime,remainingsustainability.Nike,theworld'sshoemaker,doesmoredominatingthanassisting,tocaptureaheftyshareoftheUSathleticshoemarket.Itdesignsandsellsshoesforavarietyofsports,includingbaseball,cheerleading,golf,volleyball,hiking,tennis,andfootball.NikealsosellsColeHaandressandcasualshoes,aswellasathleticapparelandequipmentthepast,mostoftheorganizationswerejustcaredabouttheirprofit,whilesincetheenormouschangescausebytheenvironment,suchasclimate,pollutions,waterandnatureresourcescarcity,peoplebegintoawareofthesustainablemanagement.Itisnotonlyawaytosavemoneyorreducethecost,inthecomingfuture,itmaybringmorebenefittoo.Sustainablemanagementis“theresponsibilityofallorganizationstoensurethattheiroperationsuseallformsofcapital–human,naturalandfinancial–insuchawaythatallstakeholdersreceivevalue,andthatthecapitalrequiredbyfuturegenerationismaintained”（Robbins,Bergman,Stagg&Coulter,2008）.Despitefromthesedirectinfluences,sustainabilityalsohassomepotentialimpactonorganizations.Itmaybecomeameasureofsuccessbyusingnewwaysofmanagementortechnology.

Thisreportwillfocusontwoofthemanagementfunctions:

leadingandplanningtofigureoutifthereistherelationshipbetweensustainablemanagementandthesetwofunctions,ifso,howtheyaffecteachotherwillbecoveredtoo.Thefirstpartwillmainlyexplainleadingfunction,howthemanagersofNikeleadingtheirteambyusingrelatedtheoriesandconceptstoachievetheorganizationgoals.Whiletheplanningfunctionwillbecoveredinthesecondpart,becausewithoutagoodplan,Nikecannotmeetthesuccessliketoday.Afterthat,therecomesabriefconclusionandfiverecommendationswhichneedtobeimproved.Themainsourcesofthisreportisjournalarticlesandthetextbooks,allofthesearesecondarydata,considerateaboutthissituation,itisreasonablethatsomesmallerrorsoccurredalthoughitshouldbeavoid.

2.Leading

Agoodleadershouldknowhowtomotivate,influence,selectthemosteffectivewaytocommunicateanddealingbehaviorissuesofemployees（Robbins,Bergman,Stagg&Coulter,2008）.Fromthisdefinition,itisindicatedthattheimportanceofagoodleader.Consequently,tomaximizetheprofitcannotbedonewithoutleading,especiallywhensustainabilityisrequired,becauseitisakindofabilitytoensurethatitmeetsthepresentneedsanddonotcompromisethefuturegenerations’abilitytomeettheirneeds（Robbins,2008）.Accordingtocharismatictheory,environmentsensitiveisoneofthekeycharacteristics.Ifaleaderdidnotkeepsustainabilityinmind,hisorherteamcannotdotheirjobinasustainableway.Notonlythehumanresource,butalsosomeotherresourcewillbewastedtoo.Forexample,theelectricity,gas,waterorapieceofpapermaybeusedinefficiently.Underthissituation,theorganizationshardlygainmaximumfinancialprofit.Leadershavetheroletoexplicatingthegoalsandrigidrulesandprocedures,asTinkerHatfield,whoistheNike’sVicePresidentofinnovationDesignandSpecialProjectsaidthegoalwastomaketheAIRJORDANXX3bestever,bothinperformanceandsustainability.Therefore,theshoesmaximizeefficientuseofmaterialsmostofwhichareenvironmentfriendly（Nike,2008）.Withoutaleadingfunction,Nikemayconcernlessaboutthesustainabilitythanfinancialprofit.Howcanbusinesseseffectivelyaddressthepossibilityofanenvironmental“tippingpoint”Somebusinessleadersseewin-winpathwaysthatnotonlyallowthemtoaddresstheenvironmentalconcern,butalsotheirownbottomlines.Businessesthatsetandachievegreenhousegas（GHG）reductiongoals,increasetheuseofrenewableenergysources,andimproveenergyefficiencyareonthiscuttingedge（EnergeticBusinessLeaders,2006）.

Therecomesanotherexample,JohnR.HokeIII,whoistheNikeInc.’schiefdesignguru,isencouragingNike’sdesignteamstothinkofMotherNatureastheyworkoncreatingalineofsustainableproductscalledNikeConsidered.Thisnewlineis“dedicatedtoproductdesignthatdeliversmorefromless,”meaninglessenergy,lesschemicalcontent（glues,plastics,andadhesives）,andlesswaste.Hokenotes,“We’vecreatedaNikeConsideredTeamtoinfusethisnew,overarching,andsustainable-designapproachthroughoutallofourproductengines.Notoneproductordesign,butanewwayofthinking.NikeConsideredisourapproachtoembeddingcorporateresponsibilitynotonlyintohowaproductismade,butalsointohowitisconceived.”（EnergeticBusinessLeaders,2006）.thisisananswertoindicatethathowNikeisgoingaboutreachingthesesustainabledesigngoals.Whatismore,bygivingsomenewideastothedesignteams,nowtheyhavenewwaysofthinkingaboutcrimping,folding,orbendinginsteadofcutting,sewing,andgluing.Hokedeclares,“Designersareinapositiontohelplead,tohelpmakesubstantivechangeintheworld.Ibelievethisenvironmental/sustainableapproachtocreationisabigdeal.Iwanttobeontheforefront.IwantNiketobethere.”（EnergeticBusinessLeaders,2006）.

4.Planning

Planningisanothermanagementfunctionthatinvolvesdefininggoals,establishingstrategiesforachievingthosegoals,anddevelopingplanstointegrateandcoordinateactivities（Robbins,2008）.Actuallysomeideasaboutplanningalreadyhavebeencoveredinlastpartofthereport,becauseoneoftherolesofmanagerorleaderistosetgoalsfortheorganization.WhyplanningisalsoveryimportanttosustainablemanagementFirstlyistheprocessofdecisionmaking.Thereareeightstepsinthisprocess,eachstepneedsthinkverycarefullytoavoidsomemistake,sothatmanyriskscanbeavoidatthesametime.Whensomeideaswhichagainstthesustainability,afterthedecisionmakingprocess,theriskislikelytobereduced.Secondly,theinformationgatheringduringtheprocesscanhelpthemanagerthoroughlyunderstandtheirbusiness,competitors,marketconditionandrisk.Inaddition,themanagercanknowbetterabouttheexternalenvironmentwhichincludingnatureresourcesandotherelementswhichcanaffectthesustainability,furthermore,thefinancialprofitmayincreasesincetherisksarereduced.Thirdly,planningfunctionforcesmanagertoconsiderallaspectsofthewholebusiness,boththebottomlineandthesustainability."What'sgoodfortheenvironmentisgoodforthebottomline"isanincreasinglycommonsentimentinthebusinesscommunity（Falt,2006）.

Nike,Inc.isthelargestsupplierofathleticshoesintheworld.Itcreatesmaximumvaluebyconcentratingonpreproduction（researchanddevelopment）andpostproductionactivities（marketing,distribution,andsales）,linkedtogetherbyperhapsthebestmarketinginformationsystemintheindustry（Quinn&Hilmer,1995）.Atthattime,Nikeconsideredlessabouttheenvironmentliketoday,incontrast,aninitiativesuchasNike's"Reuse-A-Shoe"program（Nike2004）,whichrecyclesoldshoestocreatenewproductssuchasbasketballandtenniscourtsandathleticstracks,hastobebetterthanaddingtoalreadyoverflowinglandfills.Thisexampleofwhatwecall"life-cyclethinking"isjustoneofagrowingnumberofinnovationsthattogethercouldmakeadifference（Falt,2006）.

Fromthisexample,theplanofNikechangedalotincaseofkeeptrackwiththefast-movingworld.ItprovidesaclearwaytoNike,whichissustainability.Nike,Inc.andHewlett-Packardtiedfor“BestSustainabilityReport.”Nikewascitedforunprecedentedtransparencyregardingitssupplychain,aswellasconveningareviewcommitteeincludingexpertsfromtradeunions,non-governmentalorganizations,academia,andindustryforadviceinpreparingitsreport（Business&theEnvironment，2006）.

5.Conclusion

Inthisreport,twoofthemanagementfunctionsareconcentrated,thereareleadingandplanning.WhatisthebestwayfororganizationtomaximizethefinancialbenefitsofafocusonsustainabilityinanorganizationAtthisuncertaintime,theorganizationsshoulduseinnovativetechnologiestonotonlyearnmoney,butalsosavemoney.Besides,sustainabilityencouragesorganizationstofindevencreatesomenewbusinessvalue,thismayaffe