The relevance of sustainability in marketing decision making What is marketing? What exactly is marketing? Is it just convincing people to buy products through various media? Billboards‚ TV commercials‚ junk mail and magazines filled with advertisements? From the consumer’s perspective‚ that is how it seems (Kotler et al. 2010‚ p. 5). But from a business’s standpoint‚ marketing is viewed very differently. Marketing is viewed as being based on an exchange relationship between a business and its
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------------------------------------------------- Business Sustainability Business sustainability is often defined as managing the triple bottom line - a process by which firms manage their financial‚ social and environmental risks‚ obligations and opportunities. These three impacts are sometimes referred to as profits‚ people and planet. However‚ this approach relies on an accounting based perspective and does not fully capture the time element that is inherent within business sustainability. A more robust definition is that
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This paper will review the efforts at Starbucks to become a sustainable corporate partner with its shareholders‚ employees and customers. Most importantly‚ it will examine how Starbucks has become a leader in corporate social responsibility and sustainability worldwide. STARBUCKS One of the first things that a visitor to the Starbucks web site will notice is that there is a link to a “Responsibility” segment of the site. This link opens the reader to the plethora of programs that Starbucks is involved
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future where economic and environmental needs can coexist in harmony. Sustainability calls for protection of our natural world for generations to come – this has always been the challenge of environmental stewardship. It is the responsibility of our generation and community to right some of our wrongs against nature‚ to learn to work together to seek common solutions‚ and to move forward embracing a new brand of sustainability: that of the future. Some argue that we face the most significant financial
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Nike (NKE) In the 1950’s‚ Bill Bowerman‚ a track and field coach at the University of Oregon‚ began cobbling shoes for his runners. Bowerman and one of his runners Phil Knight formed Blue Ribbon Sports and sold shoes for Tiger shoes in 1964. While Knight was selling the shoes‚ Bowerman was ripping them apart to see how he could make them lighter and made his runners test his improved shoes. Their first full-time employee‚ Jeff Johnson‚ was an early designer of shoes and came up with the name Nike
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Executive Summary The company strategy that Nike uses is an ingenious one. A strategy that founder Phil Knight thought of while still in school at Stanford. Instead of paying Americans to put together Nike’s shoes‚ Knight thought that it would be a better idea to take manufacturing plants overseas to places where labor is much cheaper than in the U.S.‚ places like Taiwan and South Korea. With 86% of its products being produced in one of those two countries and Nike employing a large number of people who
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St. John’s University Student Managed Investment Research Equity Research NIKE (NKE) April 4‚ 2004 Recommendation: Sector: Industry: BUY Consumer Cyclical Footwear 76.64 78.56 49.60 263.12M .80 20.17B 10‚697M 21.66% $94.85 Price: 52 – Week High: 52 – Week Low: Shares Out (mil): Dividend: Market Cap: 2003 Revenue: Project EPS Growth: 2005 Target Price: Highlights Rudy Dermesropian rdermes@hotmail.com Jason A. Drago Jdrag636@stjohns.edu Gintare Grigaite Gintare.grigaite01@stjohns.edu
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Abstract In nowadays‚ the sustainable development is playing a fundamental role in our society‚ and the perception of sustainable development has been well perceived. In an accounting context‚ the sustainability reporting has evolved into a kind of tool for an organization to show and present its Corporation Social Responsibility. Moreover‚ it is also the expectation for the business organization to operate in a sustainable way. In the recent researches‚ there are sufficient evidences show how
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Nike Case Analysis Prepared for Consumer Behavior Introduction Nike is the largest seller of athletic footwear and athletic apparel in the world with subsidiaries in over 200 countries across the world. It is a company that was founded by Phil Knight in the 1960’s‚ who was a talented middle-distance runner from Portland. He approached the Onitsuka Co. in Kobe‚ Japan‚ and persuaded the manufacturer of Tiger shoes to make
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levels as they complete their work at Nike and represent the Nike corporation globally. •"It is our nature to innovate. •Nike is a company. •Nike is a brand. •Simplify and go. •The consumer decides. •Be a sponge. •Evolve immediately. •Do the right thing. •Master the fundamentals. •We are on the offense – always. •Remember the man. (The late Bill Bowerman‚ Nike co-founder)" Manager Manifesto -It is a set of Core Principles that describe how Nike managers lead with excellence
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