The transition of the MNC Nike with its stakeholders and the implementation of CSR

Mohammad Howeidi, Anas Ghauri & Muhammad Ikram Ilyas

Studenteropgave: Semesterprojekt

Abstrakt

This project takes point of departure in study case of Nike’s sweatshop debate dating back to the 1990s in order to identify the lack of obligation from Nike. By doing so, the project will account for the history of multinational corporations also called MNCs, and how they in a world of globalization has to conform with changes in environments and society, while facing pressure from various organizations to do so. Furthermore, the project investigates the applied strategy of Nike that the corporation incorporated in order to improve the brand and image of the company. However, this will be done by applying Porter and Kramer’s CSR theory, that looks at the structural level of how corporations engage in business practices. Thus, the project aims to identify the modification of codes of conduct that was incorporated by Nike in response to the sweatshop debate. In addition, the project identifies the stakeholders of the corporation, and what impact they have on the business. The project goes on to analyze why Nike’s strategic business plan was changed and explain how they were able to strategically point out the faults in their previous plan was, by finding empirical data and combining them with theory to identify and confirm that CSR was incorporated into their business strategy plan after the whole sweatshop debate in the 1990s.

UddannelserInternationale Studier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogEngelsk
Udgivelsesdato21 dec. 2015
VejledereOlivier Rubin

Emneord

  • Nike
  • MNC, CSR, Sweatshop debate 1990s, stakeholders