Harvard Business School (HBS) and the Stanford Graduate School of Business (GSB) recently published two separate case studies that examine the history of NIKE, Inc.’s work to embed and scale sustainable innovation across the company and its contract supply chain.
Yesterday, in front of 900 Harvard first-year MBA students in the School’s required course on Leadership and Corporate Accountability, Eric Sprunk, NIKE Chief Operating Officer, and Hannah Jones, NIKE Vice President, Innovation Accelerator & Chief Sustainability Officer, introduced Harvard’s new NIKE case study, entitled Governance and Sustainability at Nike, for the first time at HBS.
The new case studies trace NIKE’s journey as one of the first companies faced with issues in its global supply chain to one that now actively pursues sustainable innovation as a part of the company’s long-term growth.
The new cases include first-person accounts from Hannah Jones and Eric Sprunk, who both sit on NIKE’s CR Committee of the Board, and draw upon commentary from NIKE President and CEO Mark Parker and former NIKE Board Member and CR Committee Chair Jill Ker Conway, to give readers a behind-the-scenes look at the people, processes and programs that helped drive and continue to transform the organization. Both case studies can be accessed from the respective schools at the links below:
Case | HBS Case Collection | April 2012 (Revised March 2014)
Social Strategy at Nike
Mikolaj Jan Piskorski and Ryan Johnson
Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional" advertising through new mediums. In doing so, the team hoped to build online communities to foster a closer relationship with its consumers. By 2012 Nike had committed to a social strategy that linked product with experience. Soon the company will discover if this strategic jump will be reflected on the bottom line.
Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry;