Its core of Nike Inc. is marketing and design. The first characteristic is innovation and risk taking; Nike’s culture would be rated high. However, Nike's model has specific benefits for the company and contributes to its longevity as a … Nike business practice is also facilitated through popular culture. Nike’s strategy uses inclusiveness as a tool for optimal performance, diversity and talent development. 187 0 obj <>/Filter/FlateDecode/ID[<139AF2CB534DA24D9422738EB8A299F6>]/Index[160 49]/Info 159 0 R/Length 127/Prev 902502/Root 161 0 R/Size 209/Type/XRef/W[1 3 1]>>stream It optimizes the manufacturing and production processes. Description of marketing strategies applied by Nike Air Force 4.1 Challenges Forcing Nike to Focus More on Marketing Sportswear is defined primarily as apparel and footwear made for sports participation, though is now also includes casual clothes worn by people for daily activities (E. Ko, C. R. Taylor, et al., 2012). If this fails, they might try making strategic changes within the existing ways of doing things. NIKE’S ORGANIZATIONAL CULTURE BY: JEFF RODISEL 2. About the Authors TALYA BAUER TalyaBauer(Ph.D.,1994,PurdueUniversity)istheGerryandMarilynCameronPro- The purpose of this cultural characteristic is to minimize barriers to employee performance. In relation, the organizational structure supports initiatives and strategies contained in Nike’s marketing mix or 4P. organizational-culture.pdf . The organizational culture facilitates employee involvement, although it also increases the workload of Nike’s managers. This term is It is the world’s largest supplier of athletic shoes and apparel. The patterns of behaviour that define a culture are reinforced through the artefacts of culture, including slogans, imagery, written statements, posters, mission statements and vision statements. Organizational culture is the combination of traditions, habits, values, and behavioral expectations among employees. Kelly Cahill and Sara Johnston last August filed a class action lawsuit against Nike alleging sex discrimination. Training programs are designed to uphold such corporate culture that aligns with the Nike brand image for sports footwear, apparel and equipment. 208 0 obj <>stream Nike’s organizational structure is worthy of study due to the fact that it has been a successful organization since its inception. Plus, continued innovation and product quality are keys to success. Nike employs more than 44,000 people and its brand alone is valued at nearly $10 billion. As one of the giants in the global athletic shoe, apparel and equipment market, Nike Inc. continues its policies and strategies to promote an organizational culture that reinforces business resilience and competence. Philip Knight has created and promoted an organizational culture based on innovation, creativity, and competition. Nike is a powerful example of corporate culture because Parker is serious about reinvigorating his organization on a regular basis. Organizational culture is defined by seven main characteristics and the characteristics are quantified with a rating of low to high. Management can tighten controls and improve operational performance as a means to implement change. lots of ebooks and awesome study material. This feature of the organizational culture emphasizes the need to provide human resource support for product development and internal services in the corporation. Several research efforts in this direction have shown that there is a relationship between leadership Despite the rebranding of the company from what it was originally known for to its current name, one element has stood against all odds, its goal to lead in manufacturing products that bring out the best in athletes. Nike Inc. understands that talent and innovation go hand-in-hand. In the book . h�b```f``�b`e`��� ̀ �,@Q� ,� F��m An organisation’s strategy is influenced by the culture of the organisation but this can cause problems when the need for change arises. Zhu, A. Y., von Zedtwitz, M., Assimakopoulos, D., & Fernandes, K. (2016). Training programs are designed to uphold such corporate culture that aligns with the Nike brand image for sports footwear, apparel and equipment. As we seek to move the world forward through sport, we believe the success of our teammates drives the success of our business. The mission and vision statements adopted by Nike reflects exactly what the company has been known for since it started in 1964. This feature of the organizational culture minimizes problems in Nike’s workforce and supports streamlining athletic shoes, apparel and equipment design and production processes. Organizational Behavior and diversity of the Nike Company. In fact, the three strategic aims that guide the company are to minimize environmental footprint, transform manufacturing, and unleash human potential.. That human potential component spreads into their hiring and people development as well: “NIKE, Inc. does more than outfit the world’s best athletes. Today, corporate social responsibility is a core part of Nike’s culture. The Nike brand includes footwear, apparel and equipment in six core categories: running, basketball, football (soccer), women’s fitness, golf, and tennis, men’s training and sport culture.vii Nike products are sold through Nike owned stores and independent distributors in over 160 countries viii. As a result, there is a need to deconstruct Nike writing and other corporate writing in our classrooms. The way that the Nike brand is perceived from within the Nike organization is based on alleged factors such as identity, work culture, organizational communication, and if the members understand the brand. Nike matches employee donations and offers volunteer pay, which means Nike gives the employee $10 per hour for hours volunteered that they can donate to the organization they choose. Nike Inc.ʼs organizational structureʼs characteristics facilitate control and flexibility in the business. Nike is a company of purpose, growth and innovation. %PDF-1.3 %���� Nike sponsors several football, tennis and basketball players. Organizational Structure Characteristics (Analysis) Updated May 8, 2016 Andrew Thompson Nike Inc.ʼs organizational structure reflects the abilities and limits of the business in its operations. Profits have grown 57% and Nike’s market cap has more than doubled. Company adopted virtual organization structure to reduce its scope and focus more on expanding market. Diversity is continually developed in Nike’s organizational culture. 0 Diverse. The guidelines of improvement: Relations among organizational culture, TQM and performance. The company also has coaching and mentoring programs. Free eBooks Download - Free download as Powerpoint Presentation (.ppt), PDF File (.pdf), Text File (.txt) or view presentation slides online. .GX�N2(� _�P�B��=���6#C��/�#ط0(00��gީP�ձ"�cIJ�t� ��Y�5���:����|}S0���M����5���ي`%}��Λ �,��I�����-�\�E Org chart highlighting visualizing the Nike organizational structure. endstream endobj startxref 160 0 obj <> endobj Cui, X., & Hu, J. ,�"E�E���V��A0[�.�A$�6)� "�׀H~)i$��@l�@)�6�H�����t�>؅�t%�30��0 �� Edit it online with your organizational information and import it as an image or PDF.--You can edit this template and create your own diagram. Diversity promotes Nike’s creativity, innovation, brand image and, consequently, competitive advantage. �����>GI�+���F!���T�>2�pX`F���. Copyright by Panmore Institute - All rights reserved. In the case of Lehigh, students were less interested in best practices in automobile companies, than in studying Nike (2000a). Do the right thing. Nike is one of the pioneers of the manufacturing outsourcing strategy. In court documents, they detailed problematic incidents between male and female co-workers, and called out an alleged boys club culture that led, they said, to the promotion of male employees despite numerous complaints to Nike's human resources department. For GDPR compliance, we do not use personally identifiable information to serve ads in the EU and the EEA. Nike Inc. The following main characteristics of Nike’s corporate culture sustain business and market competence: Talented. The company has gone through several controversies including the child labor %%EOF Remember the man [the late Bill Bowerman, Nike co-founder]." This weekend, the New York Times published an in-depth story on the toxic work culture at Nike. Virtual Organization 1 Virtual Organization NIKE Nike is an American MNC which focuses on design and sales of sports footwear, apparel and equipments. The characteristics of this culture ensure that the company continues its competitive advantage in the global sports shoes, equipment and apparel market. The article analyzes different elements of organizational culture that can be identified in empirical research. Nike's unique flat, AKA matrix, structure defies the traditional CEO-with-multiple-subordinates model that many businesses of Nike's stature rely on. Nike is a brand. Valmohammadi, C., & Roshanzamir, S. (2015). Nike’s workers are given a set of instructions, rules and expectations on how to do their jobs, with consideration for their relations with customers and other employees. Evolve immediately. The advantage of Nike over its competitors is its customer’s loyalty. Just as roots provide stability and nourishment for trees, so does culture The relationship between leadership and culture, and how this affects the sustainability of organisations in the 21st century is an issue of debate. The company supports this feature of the corporate culture through a team-based approach to management. The associations between ethical organizational culture, burnout, and engagement: A multilevel study. This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. Creately diagrams can be exported and added to Word, PPT (powerpoint), Excel, Visio or any other document. NIKE Founded in 1964 by Bill Bowerman and Phil Knight Headquarters located in Oregon Produces athletic footwear, apparel, sports equipment, and other sports and athletic products Currently worth over $90 billion Nike's PR writing about its management is much more popular and more widely read than "academic" writing. Nike Inc.’s organizational culture supports business resilience and capability. The company is known for cutting-edge sports shoes, apparel and equipment. Writing by Nike has saturated popular culture and capitalist business culture. by Donald Katz discussion regarding how Nike came about and The consumer decides. Nike has an organizational culture that encourages human resources to behave in ways that address business objectives. Carreon-John said Nike is not commenting on pending litigation, but added that the company "opposes discrimination of any typ… As such, Nike uses training programs to maintain employee talent. Organizational Structure Characteristics (Analysis), Nike Inc. SWOT Analysis & Recommendations, Nike Inc. Generic Strategy & Intensive Growth Strategies, Nike Inc. Operations Management: 10 Decisions, Productivity, Nike Inc. Five Forces Analysis (Porter’s Model), Nike Inc. PESTEL/PESTLE Analysis & Recommendations, Nike’s Promotional Mix (Marketing Communications Mix), Nike Inc.’s Mission Statement & Vision Statement (An Analysis), Nike Inc.’s Marketing Mix (4Ps/Product, Place, Promotion, Price) - An Analysis, Puma’s Organizational Culture & Its Characteristics (An Analysis), Puma’s Generic Strategy, Intensive Growth Strategies & Competitive Advantage, Microsoft Corporation’s Organizational Culture & Its Characteristics (An Analysis), Puma’s Mission Statement and Vision Statement (An Analysis), Harley-Davidson’s Organizational Culture Characteristics: An Analysis, Burger King’s Organizational Culture Characteristics, Home Depot’s Organizational Culture: An Analysis, Puma’s Organizational Structure & Its Characteristics (An Analysis), McDonald’s Organizational Culture Analysis, Nike Inc. Corporate Responsibility Reporting. They also have a special line of shoes for athletes. Also, the diversity and inclusiveness features of Nike’s corporate culture help develop employee morale. Organizational Structure and Design CHAPTER 5 Y ou might not have heard of Empire Company Limited, but you’ve probably shopped at one of their Sobeys, Safeway, or IGA grocery stores. Empire is a Canadian food-retailing and real estate company based in Stellarton, Nova Scotia, with more than Nike Marketing Strategy 7428 Words | 30 Pages. Nike Inc. emphasizes inclusiveness in its organizational culture. (2012). program, which facilitates sharing of ideas among workers. Nike is an American multinational company producing equipment, footwear, clothes, and accessories. The company maintains diversity through HR programs, such as the Speak Up! Be a sponge. Master the fundamentals. The purpose of this characteristic of Nike’s corporate culture is to sustain talent and infrastructure necessary for producing some of the world’s most popular athletic shoes, equipment and apparel. Nike Air Zoom track shoes. Inclusive. Nike’s annual revenue hit $24 billion last year, a 60% increase since he took the reins as CEO in 2006. What roots do for the life of a tree, culture does for the life and performance of an organization. Nike has an organizational culture that encourages human resources to behave in ways that address business objectives. This feature of the corporate culture maximizes Nike’s product development cycles, especially in creating new designs for its sports shoes, apparel and equipment. The impact of organizational culture on Concurrent Engineering, Design-for-Safety, and product safety performance. CHAPTER 14 • ORGANIZATIONAL CULTURE, CREATIVITY, AND INNOVATION 545 Some management experts have likened the role played by organizational culture to the roots of trees. PDF | Organizations are made up of both human and material resources. However, a disadvantage is the potential reduction in managerial efficiency. This approach ensures that the company maintains its corporate culture, which partly contributes to the success of the business. By continuing your navigation, you consent to their use. An advantage of Nike’s organizational culture is its support for new product development. Bedarkar, M., Pandita, D., Agarwal, R., & Saini, R. (2016). Examining the Impact of Organizational Culture on Customer Centricity in Organizations: An Analysis. In fact, its popularity, dependence, and preference is evidence that Nike is the ultimate manufa… The attitude of mystery and innovation features prominently in Nike's marketing and public image as well. We are on the offense—always. Huhtala, M., Tolvanen, A., Mauno, S., & Feldt, T. (2015). (Photo: Public Domain) Nike Inc. h�bbd```b``^"A$��d�"=f�e��K@��?0[ We use cookies for website functionality and to combat advertising fraud. Simplify and go. This is reflected in our ongoing commitment to fostering an environment focused on … The company believes that this feature of the corporate culture leads to a dynamic workforce. Nike’s organizational culture is centered on creativity and innovation to provide products that suit current consumer preferences. Excerpt from Essay : Organisational culture is defined as a "consistent, observable pattern of behaviour in an organisation" (Watkins, 2013). See our Privacy Policy page to find out more about cookies or to switch them off. Models of Nike, Inc. and Adidas Group with special ... foster a culture of improving infrastructure, processe challenging convention and embracing change, foster a corporate culture of performance, passion, integrity and ... organization can makes, keeps up and conveys esteem for its partners (Alexandru & Loan, 2013). Nike's Organizational Culture- Rodisel 1. Just Do It: The Nike Spirit in the Corporate World. Characteristics of Organizational Culture Creating and Maintaining Organizational Culture Creating Culture Change The Role of Ethics and National Culture Conclusion Exercises Endnotes Index. The organizational chart of Nike displays its 151 main executives including John Donahoe, Matthew Friend and Andrew Campion × We use cookies to provide a better service. In addition, Nike employs a number of programs, such as Bias to Breakthrough (a program for removing barriers to creativity) and NCourage (a set of employee networks for cultural awareness and community building). Organizational Behavior is an academic discipline that draws its knowledge (psychology, sociology, anthropology, political science and economics) from both behavioral and social sciences since it’s a science itself and uses scientific research methods. This structural support, together with Nike’s organizational culture, helps the company in combating the financial and business developmental effects of competitors, such as Adidas, ASICS, Puma, and Under Armour. A suitable recommendation is for Nike to increase its investment in managerial personnel to balance the effects of its corporate culture. These approaches are based on the strategy that develops and enables leaders within the organization for Nike’s global growth. Nike is a company.