It is why, it made its focus on ethical supply chain practices stronger. Relationship Marketing
The Nike P2P Service Center can be contacted by email or phone at: Nike Supply Chain Management: Ethics, Sustainability and Efficiency. Nikes aim should be to move customers up the ladder of loyalty.
Second, especially in the case of Kobe Bryant the public proofed to be forgiving when his on court performance overpowered his sexual assault charges. As the figure shows, Nike only manages three stages of its value chain in house: the product development, the marketing and the branded retail stores. The social critic and activist Michael Moore criticized Nike for outsourcing jobs into low cost locations. Nike sees its employees as one of the companies its most important asset (Nikebiz.com, 2012). Sep 01, 2004. Last accessed 12.03.2012 at nikeinc.com/pages/ compliance, Nike (2012). Nike profits from free online word to mouth marketing. How we make our products is as important as what we make. This marketing approach aims at creating an impression of a personal relationship between the customer and an organization and therefor is called pseudo-personal relationship (Gummesson, 2008). By implementing the code of conduct and showing pressure groups serious efforts to fight the sweatshop problem, Nike nowadays doesn’t receive much bad sweatshop publicity anymore. Suppliers should get in touch with their Nike contact and request a New Supplier Invitation through the Vendor Portal. In some instances, Nike supplements overall contract … The relationship between an organization and its customers is categorized as one of the three classic market relationships described by Gummesson. About. El Paso, TX 79998-2166. At Nike, we build long-term relationships with our contract manufacturing suppliers (suppliers) because we know having trust and mutual respect supports our ability to create product more responsibly, accelerate innovation and better serve athletes*. (2019 update: Independent contract manufacturers located outside the US manufacture virtually all of Nike products.
Nike considers itself as being a marketing company, not a producing company. Godson (2011) points out that the main aim of relationship marketing is the development and maintenance of long term relationships with all stakeholders of a business. The amateurish camera work led to a heated debate amongst customers and fans about whether the clip is fake or real and made Nike one of the pioneers of the altered reality viral campaigns (campaign magazine, 2009). contact: [email protected], [email protected], https://help-en-us.nike.com/app/answer/article/supply-chain/a_id/20878/country/us, https://about.nike.com/pages/doing-business-with-nike, CyberStalking, its Effects and Methods of Prevention, Business Growth strategy of Nike: A case study, Business Growth Strategy of Costco: A Case Study. Instead of merely focusing their marketing activities on the acquisition of new customers, companies need to balance between customer retention and acquisition (Godson, 2011). Based on this, Nike made statements via Twitter as well as through the media to communicate their deepest sincerity in the matter and commitment in reacting proactively to the collapse of the Bangladesh factory. This brought together sustainability and compliance employees working across product groups. Before that, the company, its suppliers and retailers used to connect over 27 different computer systems worldwide. Thereby no bad publicity was created. In the early 1990s Nike executives began to see reports of abusive labour conditions in their supplier factories as a risk to their brand image. Helping suppliers develop skills and knowledge can boost their sustainability performance. At Nike emotion is used in everyday work to remain competitive in the workplace. The idea behind joga.com was to enrol customers to shape the marketing. Godson, Mark (2009). Nike can create interaction with a high amount of customers with minimum expenses. Most of the Nike brand footwear production took place in Vietnam, China, and Indonesia. According to the operator, the blog has 1.148.257 page visits. Finally, staying loyal to their celebrity endorsers during their difficult times is well in line with Nikes marketing approach of telling a story. Phil Knight mentioned in the interview that he didn’t care about the fact that 14year old children working in Nike factories in Indonesia. Nike has partnered with Coupa, a web-based business network for eProcurement and eInvoicing. If you don’t know about it, you can’t fix it. Last accessed on 26.03.2012 at www.urbandictionary.com/define.php?term=Nike%20Head, Van de Weil M. (2009).
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