1. Nike: Managing Ethical Missteps
By: Santino Viselli

2. Agenda Introduction: Nike Ethical Issue: Video
Nike’s Corporate Social Responsibility
Nike’s Reponses to Issue
Future of Nike
Discussion Questions
Nike Today

3. Introduction Nike: Came from the Greek god of Victory
Created: Import of Japanese Athletic footwear into the United States
Founders: Phil Knight and Bill Bowerman in 1964
Officially became brand in 1978
Yearly Revenue: $23.4 Billion
Worldwide leader of athletic goods

4. Video
video

5. Ethical Issue Mid 1990’s Child Labor Low- non existent pay
Poor working conditions
Nike:
No codes of Conduct for contracting work

6. As an HR professional working for Nike, how would allegations of this nature affect your decision to work for the company?

7. Corporate Social Responsibility
Evolving since 1991
Environmental Sustainability
Audit tools
Factory Transparency
Philanthropy
Corporate Responsibility Committee

8. Strategy Defensive: “Its not our Fault”
Compliance: “We’ll do only what we have to”
Managerial: “It’s the business”
Strategic: “it gives us a competitive edge”
Civil: “We need to make everybody do it

9. As an HR professional working for Nike, what other suggestions would you feel comfortable making to boost corporate social responsibility?

10. Nike’s Response Public Relations Campaign
Began to visit College Campuses
Created a Code of Conduct for for all suppliers
Marc Kasky- filed Lawsuit
$2 million dollar- Misleading information

11. Future of Nike
Fortune’s magazine 2010 “ The worlds Most Admired Companies”
CR magazine, 23rd “Best Corporate Citizens”
Continue to push internationally
Continue to gain leadership through star athletes
Universities and activist continue to pressure

12. Discussion Questions
Why did Nike fail to address corporate social responsibility early on?
How would you evaluate Nike’s response to societal and consumer concerns about its contract manufacturing.
What are the challenges facing Nike in the future?

13. Nike today
Nike Website

14. References
Boke, D.M., & Khan, F.R. (2009). Story-Branding by Empire Entrepreneurs: Nike, Child Labour, and Pakistan’s Soccer Ball Industry. Journal of Small Business & Entrpreneurship, 22 (1),
Ferrell, O.C., Fraedrich, J., & Ferrell, L., (2013) Ethical Decision Making and Cases, Business Ethics (9thed) Mason, OH: South- Western Cengage Learning, Pg
Nisen, M. (2013) How Nike Solved Its Sweatshop Problem, Business Insider Retreived from: