nike's organizational culture- rodisel
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NIKE’S ORGANIZATIONAL CULTURE
BY: JEFF RODISEL
NIKE
▸ Founded in 1964 by Bill Bowerman and Phil Knight
▸ Headquarters located in Oregon
▸ Produces athletic footwear, apparel, sports equipment, and other sports and athletic products
▸ Currently worth over $90 billion
NIKE CONT.
▸ Nike currently is doing business with the following organizations
▸ NFL
▸ NBA
▸Multiple NCAA athletic teams
▸Multiple professional athletes
▸Own the Jordan Brand and Converse
WHAT IS EXPECTED OF EMPLOYEES
▸ Nike’s workers are given set instructions, rules, and regulations on how to do their jobs
▸ Expected to be creative and innovative
▸ Exceptional knowledge of sport, athletes, and what is needed by athletes to succeed in their field
- Nike Headquarters in Beaverton, Oregon
DEAL AND KENNEDY’S “STRONG CULTURES”
▸ According to the text, Deal and Kennedy argue that a business can succeed by creating a “strong culture”
▸ They then describe four key components of a strong culture:
▸ Values and Beliefs
▸ Heroes
▸ Rites and Rituals
▸ Cultural Network
VALUES AND BELIEFS
▸ Values and beliefs refers to what a company stands for and what values or qualities they are looking for in their employees
▸ Nike believes in equality and diversity in the workplace
▸ They also value innovation and creativity as they encourage their employees to think outside of the box
HEROES
▸ Heroes are the individuals who exemplify the organization’s values and personify what the company stands for
▸ Nike’s heroes include:
▸ Bill Bowerman and Phil Knight-
▸ Michael Jordan-
RITES AND RITUALS
▸ These are ceremonies through which an organization celebrates its values
▸ Nike strongly believes that their employees should be compensated or rewarded for performing well
▸ They do this through benefits and rewards such as providing the employee the opportunity to stay fit, ensure the wellness of their families, and create a positive working environment
CULTURAL NETWORK
▸ The cultural network refers to the communication system through which cultural values are instituted and reinforced
▸ Nike often uses content marketing videos to communicate with its employees to relay news or various other topics
▸ They are also able to communicate with their stakeholders through their website to inform them on the current standing of the organization
SYSTEM COMPONENTS
▸ If you look at an organization as a system, it is comprised of components which are the people and departments that make up the organization
▸ There are three components which characterize an organizational system:
▸ Hierarchical Ordering
▸ Interdependence
▸ Permeability
HIERARCHICAL ORDERING
▸ Hierarchical ordering refers to how the system’s components are organized in different systems and subsystems
▸ Nike also has systems and subsystems of employees who have authority over each other
▸ They are also apart of the supersystem of the sporting goods industry
INTERDEPENDENCE
▸ Interdependence implies that the functioning of one component of a system relies on other components of the system
▸ An organization can be compared to the human body in that all parts must work together to be successful
PERMEABILITY
▸ Permeable boundaries allow information and materials to flow in and out of different parts of an organization
▸ Each section of an organization must be able to communicate and pass information to one another easily to be as efficient as possible
▸ Nike strongly promotes permeability and wants their employees to work together and communicate with one another
DESCRIBING NIKE’S ORGANIZATIONAL CULTURE
▸Organizational culture is the combination of traditions, habits, values, and behavioral expectations among employees
▸ Nike wants their employees to be:
▸ Talented
▸ Diverse
▸ Inclusive
TALENT
▸ Nike believes that talent and innovation go hand in hand
▸ Use training programs to maintain employee talent
▸ The company also uses coaching and mentoring programs to help their employees grow and keep production at a high level
DIVERSE
▸ Diversity leads to a dynamic workforce that draws from a multitude of ethnic backgrounds
▸ It promotes:
▸ Creativity
▸ Innovation
▸ Brand Image
▸ Competitive Advantage
THE “SPEAK UP!” PROGRAM
▸ Nike’s Speak Up! program facilitates the sharing of ideas among workers, especially between those of different ethnicities
▸ Calls for employees and athletes to fight racism, not only at work but also in their everyday lives
INCLUSIVE
▸ Helps minimize barriers to employee performance allowing them to be the best workers possible and increase efficiency
▸ Encourages employees to be creative and build a strong community within the workplace
▸ Also minimizes problems amongst the workforce and supports streamlining athletic shoes, apparel and equipment design and production processes
QUESTIONS TO CONSIDER
▸ How will Nike be able to adapt to future changes and overcome upcoming companies such as Under Armor?
▸ Does Nike still have the appeal to sign the top athletes in sports?
▸ How does Nike’s organizational culture effect their relationships with their athletes?
WORKS CITED
‣ Miller, K. (2015). Organizational communication: Approaches and processes (7th ed.). Stamford, CT: Cengage Learning.
‣ Nisen, Max. "At Nike, Workers Quote The Company's Maxims Like The Ten Commandments." Business Insider. Business Insider, Inc, 15 Feb. 2013. Web. 13 Nov. 2016.
‣ Odell, Patricia. "Nike Uses Content Marketing Videos for Internal Communications - Chiefmarketer." Chiefmarketer. N.p., 30 Jan. 2015. Web. 13 Nov. 2016.
‣ Young, Justin. "Nike Inc. Organizational Culture Characteristics: An Analysis - Panmore Institute." Panmore Institute. N.p., 01 June 2016. Web. 13 Nov. 2016.
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