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The path to corporate responsibility.

Simon Zadek1

  • 1AccountAbility, London. simon@accountability.org.uk

Harvard Business Review
|December 21, 2004
PubMed
Summary

Nike

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Area of Science:

  • Business Ethics
  • Corporate Social Responsibility
  • Organizational Learning

Background:

  • Nike faced intense public scrutiny in the 1990s over sweatshop conditions.
  • Activist pressure significantly impacted Nike's approach to corporate responsibility.

Purpose of the Study:

  • To analyze Nike's journey toward improved corporate responsibility.
  • To illustrate a five-stage model of organizational learning in corporate responsibility.

Main Methods:

  • Case study analysis of Nike's evolution in corporate responsibility.
  • Description of a five-stage model: defensive, compliance, managerial, strategic, and civil.

Main Results:

  • Nike progressed through distinct stages of corporate responsibility, moving from defensiveness to active engagement.
  • Organizations learn and evolve their approach to responsibility through distinct developmental phases.

Conclusions:

  • Companies must manage internal practices and external public expectations for "civil learning."
  • Nike's experience offers insights for executives on navigating corporate responsibility challenges.

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