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Bolstering CSR in Nike

Bolstering CSR in Nike. Setting the Pace for CSR. Team Cool Runnings. Call for Action. Issue at Hand: While New Balance (NB) is currently utilizing socially responsible practices, the approach is fragmented.

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Bolstering CSR in Nike

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  1. Bolstering CSR in Nike

  2. Setting the Pace for CSR Team Cool Runnings

  3. Call for Action Issue at Hand: While New Balance (NB) is currently utilizing socially responsible practices, the approach is fragmented. Mission: “Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create, and communities are proud to host.” Goal: Create and align an integrated CSR framework into the NB organization.

  4. Why Care About CSR? • “Up to 50 per cent of a company’s value could be dependent upon reputation and intangibles”1 • Company’s citizenship drives 16.3% of a company’s reputation of products and services2 1Veleva, Vesela. “New Balance: Developing an Integrated CSR Strategy.” Richard Ivey School of Business, The University of Western Ontario. Page 6. 2Reputation Institute and Boston College Center for Corporate Citizenship, “Building Reputation Here, There and Everywhere: Worldwide Views on Local Impact of Corporate Responsibility,” March 2009, http://bcccc.net/document/docWindow.cfm?fuseaction=document.viewDocument&documentid =1270&documentFormatId=2331, accessed March 29, 2011.

  5. How Do We Get There? Joel Stephanie Casey Jackie Integrated approach:

  6. Instituting Responsible Leadership

  7. Reflecting Commitment in Structure • We recommend creating a “Corporate Social Responsibility” Department • Reporting directly to CEO • Establish Executive Vice President Position • Est. Incremental Cost: $250,000 per year • Benefit: Visible, sanctioned new department and leadership will be crucial to effective company buy-in, recognition, and incorporation of CSR program

  8. Reflecting Commitment in Structure

  9. A New Type of Accounting

  10. Aligning Products & Services • Products & Services • ValuesPrinciples Casey

  11. Green is the New Balance Responsibility Score Card Factory Store 40 Life Street, Boston MA ^ LEED Green Building Certified since 2009 ^ 78% of electricity from solar power ^ Paperless since March 31, 2009 ^ Total Carbon Footprint reduced by 58% since 2007

  12. A New Footprint • Position NB as an industry leader in facility energy efficiency and clean technology • How: • Invest in cutting edge green innovations for heating, cooling, ventilation, and waste disposal • Pursue LEED Green Building Certification for all NB facilities • Sponsor LEED training for the VP of CSR • Why not green products? • Green footwear and apparel not yet perceived as high quality • NB wants to be perceived as an athletic shoe company • Current green products are painful to look at

  13. Green Shoes Everyone Can Love • Collaborate with green designers to build a pipeline of green products • Beat major brands to fashionable green offering Current green offering, the 070 Where we are headed

  14. Integrating Efficient Operations • Operations • Products & Services • ValuesPrinciples Stephanie

  15. Shoring Up Operations • Goal of Operations in CSR context: • Maximize positive impacts on employees, environment, society while adhering to the firm’s overall mission • NB is doing the right thing in the U.S. … … but poorly communicates/recognizes initiatives and is inconsistent overseas

  16. Empowering through Recognition • We recommend launching a “Kaizen Appreciation Program” (KAP) • Train each associate in continuous improvement • Each quarter, 1 associate is chosen to present improvement project and results to management • $1,000 bonus • Communicate green initiatives in New Balance Sheet newsletter

  17. Maintaining a Consistent Approach • NB should be consistent in its standards both in the U.S. and overseas • We recommend holding temporary workers to the same hour and compliance standards as full-time associates • Based on standards within that country • Work with organizations such as Maquila • We suggest enhancing the compliance standards for apparel and accessories division

  18. Boosting Morale and Productivity Benefits Costs

  19. Reaching out to the Community Joel

  20. “Endorsed by No One”

  21. Taking Outreach National

  22. Launching in a Phased Approach

  23. The Bottom Line Benefits Costs

  24. Integrated Approach

  25. Questions?

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