Nike’s Corporate CultureUtilizing a unique corporate culture for

success

Article OverviewNike is the most powerful brand in sports all

over the worldAthletes all over the world choose to wear Nike

over any other brand The best players in the world no matter the

race or sport, chose to sign contracts with Nike over other top brands.

Article Overview (cont.)Nike’s corporate culture is equal to the brilliant

branding and marketing in influencing the success.

Nike’s corporate headquarters have state-of-art workout facilities encouraging healthy living to their athletes, employee’s, and customer.

Embrace most famous and successful endorsees by naming building after them.

Article Overview (Cont.)By stressing autonomy; employee’s have the

freedom to develop ideas freely.Employees have strong benefit packages and

significant product discount.The Company embraces sustainability and has

made improvements by providing healthy work conditions for their overseas workforce.

Nike Mission Statement“To bring inspiration and innovation to every

athlete in the world” “If you have a body, you are an athlete” In addition to mission statement Nike has set of

guiding principles called “11 Maxims”. They aim to guide employees at all levels as they go about their work and represent the brand.

11 Maxims “It is our nature to innovate.” The company sees

innovation as one of its core organizational competencies. “Nike is a company.” “Nike is a brand.” The “swoosh” logo is instantly

recognizable around the world. Nike sees this as the symbol of its global leadership. It will enter only those markets that it thinks it can dominate. It says: ‘lf we can’t lead it, we don’t need it.”

“Simplify and go.” Nike products have short life-cycles in terms both of technology and fashion. The company believes that making quick yet skillful decisions is key to its success. This aspect of Nike’s vision, together with the seventh maxim, is particularly powerful in articulating the company’s hugely successful use of emergent strategy.

11 Maxims (cont.) “The consumer decides.” The company is keenly aware of the

sophistication of its customers and it treats them as its key stakeholder.

“Be a sponge.” Employees at Nike are encouraged to be curious and open to new ideas, whatever their source.

“Evolve immediately.” Nike sees itself as being in perpetual motion–viewing change as a key source of innovation. This attitude can easily be observed in the wide range of products that Nike offers its consumers. It is another example of the company’s use of emergent strategy to good effect.

“Do the right thing.” (Even when it's the hard thing). Nike thinks of itself as a responsible global citizen, embracing the stakeholder view of corporate social responsibility. It encourages its people to be honest and transparent and to promote diversity and sustainability.

11 Maxims (cont.) “Master the fundamentals.” All the innovation

in the world is useless if you can’t put it into action. A crucial part of Nike’s success is its ability to refine its performance–the recent growth in profits suggests that it’s achieving this.

“We are on the offense–always.” To stay ahead in an extremely competitive environment, Nike urges its people to act like leaders in their field to achieve victory.

“Remember the Man.” The late Bill Bowerman is still held in high esteem throughout Nike, both for his understanding of athletes’ needs and for his innovative spirit.

Nike’s Core Management ValuesLeadCoachManage Inspire* In that order

HeroesPhilip H. Knight

Nike Top AthletesMichael Jordan; 6 time NBA champion

Nike Top Athletes (cont.)Lebron James; 3 time NBA Champion

Nike Top Athletes (cont.)Kevin Durant; 2013-2014 NBA Most Valuable

Player

Nike Top Athletes (cont.)Cristiano Ronaldo; 2 time world cup champion

Rights and Rituals2 day orientation for every employee“Story-Telling” Understanding the heritage both

employees and customersEvery design is telling a story and the foundation

of Nike which is to improve athlete’s performancePhilip Knight “But we have a little bit more than a

history. We have a heritage. Something that’s still relevant today. If we connect people to that, chances that they won’t view Nike as just another place to work”

Employee Rewards and Benefits

GlobalizationNike has employee’s in 6 continents

DiversityThis table contains North American totals by

ethnicity. As you can see from the table, their culture is diverse.

InnovationNike is big on innovation, they say it’s the key

to sustainability They added an innovation team to establish a

sustainability product teamNike also works with different organizations to

advance innovation

Referenceshttps://mtk10.wordpress.com/2012/11/26/nikes

-corporate-culture/https

://www.linkedin.com/pulse/20141103230923-9245190-nike-s-management-philosophy-revealed

http://www.fastcompany.com/38979/nike-story-just-tell-it