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Nike: Corporate Social Responsibility

1556 Words7 Pages

ASSESSMENT CONCEPT PROPOSAL

by

HEIKE VAN WYK

PROPOSAL

submitted in partial fulfilment of the

requirements for the

NATIONAL DIPLOMA

FASHION PRODUCTION

at the

UNIVERSITY OF JOHANNESBURG

LECTURER: R N HARVEY

23 OCTOBER 2015

BACKGROUND AND MOTIVATION According to (Michael Hopkins 2006:299) the aim of social responsibility is to create higher standards of living, while protecting the profitability of the corporation, for its stakeholders both within and outside the corporation. Corporate social responsibility is a management concept whereby companies integrate social and environmental concerns into their business operations and interactions with their stakeholders. A properly implemented corporate social responsibility …show more content…

An example can be used when “Nike and RED (fight against HIV/Aids in Africa.)” initiative started this project.

According to Courtney Szto (2013:42) Nike uses the power of sport and its sport stars to promote the fight against HIV/AIDS and to aid in finance to the research and sustainability of its victims suffering from HIV/AIDS. Nike is currently selling some products including shoe laces labelled with the RED brand where all proceeds are donated in the fight against HIV/AIDS. The sport stars are used as a symbol of motivation for those participating in this project. This is an example of corporate social responsibility using branding and the profits are donated.

Using sport stars as a marketing or branding technique can increase the company’s profits, the company benefit when they use corporate social responsibility activities. Companies attracts more stakeholders, stakeholders can affect or be affected by the organizations objectives and activities. If the company is seen as sincere or making contributions to society it can change the mindset of consumers. According to Asamoah et al …show more content…

• Why companies implement CSR in branding.

RESEARCH DESIGN AND METHODOLOGY A quantitative study will be employed. In quantitative studies the aim is to generalise results to a broader population. Gathering findings from surveys population in order to generalise according to Franzèl du Plooy-Cilliers, Cornè Davis and Rose Mariè Bezuidenthout (2013:148). The use of the quantitative methodology is to gather findings from the survey population so as to generalise conclusions found and apply them to companies which fall outside the survey population.

The type of research design that I am employing is that of survey research. Survey research involves the compilation of a series of questions created to gather findings concerning a population as stated by Cilliers et al (2013:148). Through the use of a cross sectional survey design which will allow for the insight of a certain phenomenon at a point in time, as well as a before and after survey design which allows for the measurement of change from one point to another point in time, we can generalise findings to a broader

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