Nike Multinational Corporation

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Nike Nike, the athletic footwear and clothing manufacturer, is a good example of a multinational corporation that has incorporated corporate social responsibility into its overall business strategy. In fact, Nike might argue that the move was necessary for its survival. Nike is based in Oregon, USA. It operates in 120 countries and has over 20,000 employees. Fiscal year 2001 saw sales grow in each of its product segments in all four global markets. Total sales topped $US 9 billion. Nike formally endorsed the CERES principles in November 2000. In the 12 months that followed, the company implemented many new policies reflecting the principles, and addressed some areas that the company had traditionally overlooked. 'The endorsement of the CERES principles and the processes that will come with that step are, for Nike, an opportunity to engage important stakeholders in a broad and highly credible forum,' said a company statement. Dusty Kidd, Nike's vice president for corporate responsibility, adds: 'We hope that through this engagement with CERES, we can advance our work in environmental and social issues.' Officials at CERES are hoping that Nike's decision to endorse the principles will be a positive step for the apparel industry in general. CERES executive director Robert Kinloch Massie described the move as 'a tremendous opportunity for environmental and social advocacy organizations to positively engage with one of the highest-profile companies in the world on the issue of global responsibility.' Nike admits that it has not been as vigilant as it could have been in the past when it came to monitoring working conditions, but says this is changing. One of the requirements of CERES-endorsing companies is to participate in open dialogue with public interest groups about their performance. Nike is aiming to meet this requirement through the implementation of

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