Free Essay

Analytical Business Report- Adidas

In: Business and Management

Submitted By Toplancer
Words 3626
Pages 15



Professor/ Tutor


City/ State


Executive Summary

This paper presents an analytical business report on ethical consumerism. The aim of this assignment is to reveal the meaning of ethical consumption in markets. To this end, Adidas Company is critically reviewed. Adidas manufactures sportswear and equipment. This report uses a survey design where a questionnaire or an opinion survey is the data collection instrument. Ethical consumerism is influenced by several factors some of which are, the quality of the products, advertisements, brand image and the moral value that users attach to different products. Corporate social responsibility and appropriate advertising are some of the activities that improve ethical consumerism. The data collected in this study is analyzed and presented in tables and figures.


Executive Summary 2
List of Tables 4
List of Figures 5
1.0 Background of the Study 6
1.1 Introduction 6
2.0 Literature Review 6
2.1 Overview of Ethical consumerism 6
2.2 Review of Adidas Company 9
2.2.1 Adidas Mission, Vision and Values 10
3.0 Methodology 12
4.0 Results of Survey 12
4.1 Response rate 12
4.2 Price of Adidas products 13
4.3 Quality of Adidas products 15
4.4 Brand Image of Adidas 16
4.5 Convenience for purchasing Adidas products 17
4.6 Attractiveness of Adidas products 18
4.7 Usefulness of Adidas Products 19
4.8 Advertisement for Adidas products 20
4.9 Ethical Values attached to Adidas products 21
5.0 Conclusion 22
6.0 Recommedations 22
Reference List 24
Questionnaire 25

List of Tables

Table 4.1 Response Rate……………………………………………………………………13

Table 4.2 Price of Adidas products………………………………………………………....14

Table 4.3 Quality……………………………………………………………………………15

Table 4.4 Brand image………………………………………………………………….......16

Table 4.5 Convenience……………………………………………………………………...17

Table 4.6 Attractiveness………………………………………………………………….....18

Table 4.7 Usefulness………………………………………………………………………..19

Table 4.8 Advertisements……………………………………………………………….….20

Table 4.9 Ethical Value……………………………………………………………………..21

List of Figures

Figure 4.1 Response Rate……………………………………………………………………13

Figure 4.2 Price of Adidas products………………………………………………………....14

Figure 4.3 Quality……………………………………………………………………………15

Figure 4.4 Brand image……………………………………………………………….….......16

Figure 4.5 Convenience……………………………………………………………………....17

Figure 4.6 Attractiveness…………………………………………………………………......18

Figure 4.7 Usefulness…………………………………………………………………….…..19

Figure 4.8 Advertisements……………………………………………………………….…..20

Figure 4.9 Ethical Value……………………………………………………………………...21

An Analytical Business Report on What Ethical Consumerism Means for Businesses

1.0 Background of the Study

1.1 Introduction

Ethical consumerism is a universal concept in marketing practices. According to Singh (2009), ethical consumerism is the practice of buying services and products manufactured in a manner that reduces environmental or social damage. Ethical consumerism is also the method of avoiding buying services or products deemed to possess negative influences or effects on the environment or the society (Saito, 2009). Other words for ethical consumerism are moral purchasing, ethical consumption, ethical sourcing, ethical purchasing, green consumerism or ethical shopping (Collins, 2012). This concept of ethical consumerism is based on positive buying. This fact means that consumers morally boycott unethical or negative products and favor ethical products. Corporations have been awarded ethical consumer's scores or ratings over the years. A UK magazine entitled the ethical consumer is one of the publications that publish such ratings. In business, ethical consumerism is a broad label for businesses providing goods that attract best selves. Healey (2013), argues that five sectors are included in the market for ethical products. These areas are the green home, ethical finance, ethical food and drink, ethical personal products and eco-travel and transport. For example, a purchase that has some of its value going to a charitable cause or a donation. Analysis of ethical consumerism reveals that in business, it links ethics and products purchases.

2.0 Literature Review

2.1 A brief overview and analysis of ethical consumerism

Ethical consumerism drives sales and influences the market share that manufacturing Corporations possess. Corporate social responsibility is itself a practice of ethical consumerism. Studies on ethical consumerism have revealed the most ethical Corporations or brands in the world. Some of these top ethical brands are Coca-Cola, Cooperative bank in the UK, Nestle Corporation in Spain, Adidas in Germany and Danone in France. However, the UK list for the 15 top ethical companies lacked these five Corporations.

Ethical consumption refers to the purchase of products that are not harmful to the society or the environment and which conversion process was ethical. Moral use can be as complex as refusing to buy goods whose production involves child labor or as easy as agreeing to buy free-range eggs. Some of the goods that fall into the classification of ethical goods are electricity from renewable sources, organic produce, electric bulbs that are energy efficient, approved wood products and recycled paper (Hogg, 2006).

Lobby groups raise red flags towards companies that provide unethical goods or products that are harmful to the environment and the society. An example of such Corporation that flags businesses is the Ethical Consumer Research Association. This association publishes details in its magazine. Nonetheless, it 's hard for consumers to decide what to purchase and not what to buy (Pride & Ferrel, 2003. This difficulty is also manifest when investors choose the ethical funds or businesses to invest their wealth.

Ethical consumerism can also involve an evaluation of the effort and resources needed to get products to consumers. For this reason, it is wise for ethical consumers to buy locally produced goods. This action reduces the costs of purchase while making the customer aware of the ethicality of the products since when they are raw materials, through the transformation process and finally as finished goods. Ethical consumers must find the markets that are near them when they seek to purchase products.

According to Surhone, Timpledon & Marseken (2010), ethical consumerism is a powerful tool for change. A case point for this device is the anti- GM association or lobby group. Nonetheless, there is a long way to go to achieve ethical consumption fully. An illustration of this could be the recent report on moral use released by the Co-operative Bank of the UK. This report revealed that only 3 percent of United Kingdom consumers are worried about ethical use. Again, only 3 percent of the UK goods market is concerned to the ethical manufacturing of products (Rossouw & Vuuren, 2010). Some critics argue that moral consumption is dead and is irrelevant. Nonetheless, their argument is baseless because nothing will deter consumers from consuming ethical goods when they receive perfect information on ethical consumerism.

Ethical consumption for businesses means that more customers or users select buying products that are distributed ethically, sourced ethically and manufactured ethically. Customers are exploited or abused when they are unaware of the ethicality of the products they are buying. Green consumerism is mostly practice in marketing which has got impacts on the environment (Hogg, 2006). Ethical businesses have corporate social responsibility plans and choose to produce healthy goods. Ethical buyers are more concerned with the good of a product than its price. They compare the products regarding the source and the brand. Ethical consumers also consider several other aspects in products (Saito, 2009). Some of these aspects are;

• Ethical source of raw materials, transformation and distribution

• Pure and natural components or ingredients

• Clarification of nutritional value

• Labor must be fair

• Transparent goods

• Protection of human rights and human health

• Respect for the environment

• Ethical advertising and marketing practices

• Sustainability and recyclability

• Product CSR or giving back to the society or stakeholders

Businesses are increasingly considering the aspect of ethical consumption as it influences their sales, market share, competitive edge, and product positioning and market responsiveness. Ethical consumption is a good strategy for businesses to adopt because it increases a company's image or reputation. When the reputation of business is enhanced the revenue increases due to increased purchases from customers. Ethical consumption is a mutually beneficial strategy, on one hand it enables users to access ethical goods and on the contrary, it increases sales and market share for businesses.

2.2 A detailed review of Adidas Company

The Company for analysis is Adidas Company. Adidas is a multinational which specializes in sports clothes, equipment, and shoes. Adidas is ranked as the second manufacturer of sporting products behind Nike. Adidas has branches or subsidiaries in about 170 countries. Adidas has been in the sports industry for over 80 years. Adidas has delivered a state of the art sportswear, accessories, and apparel. Currently, Adidas is one of the leading companies in the manufacture of sports products. Adidas sports goods are virtually present in almost every corner of the globe. This Corporation operates on a simple strategy. Adidas business model and strategy focuses on creating a passion for innovation, strengthening their products and brands with an aim of improving financial performance and competitive position. Adidas headquarter in Germany a place called Herzogenaurach. This Corporation also runs development departments and creation centers at other locations in the world. These production centers complement the specific business roles of Adidas. Adidas brands include;

• Adidas, which is the line of apparel, footwear and other sporting accessories, It is located at the headquarters in Germany.

• Reebok: the global center for Reebok is found in Canton, Massachusetts in the United States. This subsidiary specializes in accessories, apparel, and footwear in both the performance arenas and sports.

• Taylor Adidas Golf: the headquarters for this brand is in California. This subsidiary focuses on golf accessories and equipment. Some of this equipment include golf balls, putters, metal woods and iron.

• Rockport: the headquarters for this subsidiary is in Massachusetts the same place where Reebok is situated. The brands produced at this subsidiary are casual wear, dresses, Rockport designs and outdoor footwear. All these accessories connect modern style with the dynamic technology.

2.2.1 Adidas Mission, Vision, and Values

Mission and Vision

• Adidas is committed to the passion for innovation, strengthening their products and brands with an aim of improving financial performance and competitive position.

• Adidas works hard to be the world leader in the sporting industry with products that are anchored on a sporting lifestyle and a passion for sporting activities.

• Adidas are design leaders and innovators who strive to improve the skills of every sporting person to enhance their performance in the sporting activities.

• Adidas is consumer oriented. To this end, Adidas enhances the feel, the look and the image of their organizational structures and their products. This enhancement focuses on matching the expectations of the users', and the provision of goods with highest value or satisfaction.

• Adidas is a multinational organization that is environmentally and socially responsible. Adidas embraces diversity, creativity and rewards its workforce and its shareowners financially.

• Adidas focuses on delivering or achieving their financial goals.

Values of the Adidas Group

The Adidas group is founded on four critical organizational values. These values are integrity, passion, performance, and diversity.

From the above description of the Adidas Company, it is clear that Adidas is an ethical Company. The first point to prove that Adidas is an organization that enables ethical consumerism is when Adidas sponsor various sporting activities like athletics. For instance, Adidas was one of the largest sponsors of the London Olympics of the year 2012. This sponsorship is just one of the many that Adidas has sponsored. Sports sponsorship is a form of corporate social responsibility activity that enhances the welfare of the community. When Adidas sponsors Olympics and other sporting activities, their public image is enhanced. Consumers or users of Adidas products and accessories are willing to buy more quantities of Adidas products as they are aware that part of the value of purchase goes to the sponsorship of CSR activities. Adidas values also illustrate that Adidas is concerned about ethical consumerism. For instance, Adidas indicates in their core values that they are ethical, open, honest and fair. Customers and other partners trust Adidas products and equipment. Adidas is also an environmentally and socially responsible organization that focuses on diversity and creativity. Adidas manufactures sporting goods that enhance the safety of sportspeople. Adidas is also committed to the production of sporting goods that increases the sporting skill and performance of athletes, golfers, and other sportsmen.
3.0 Methodology

This report uses a case study design. According to (Kothari, 2001), a case study design is a research on one particular organization from which generalizations are made. To this end, this ethical consumerism report analyzes Adidas Corporation. The findings of this study will be applied to create an understanding of the meaning of ethical consumerism in businesses. The survey instrument or the data collection instrument for this study is a short structured questionnaire. The sample for this activity report is ten students who are from GSM London. The analyzed data is presented in tables and charts.

4.0 Results of a Short Opinion Survey

The opinion survey was based on eight fundamental questions involving different aspects of Adidas marketing and the brands that they offer to their consumers. The response rate for the survey instrument was 100 % as indicated in the table below.

4.1 Response Rate

A total of 10 questionnaires were issued to the participants, and all of them were returned

Table 4.1 Response Rate

|Response |Frequency |Percentage |
|Returned |10 |100 |
|Not returned |0 |0 |
|Total |10 |100 |

Table 4.1 (Data, 2016)

Figure 4.1 Response Rate



From the data illustrated above, it is clear that all issued questionnaires were returned at a rate of 100 %.

4.2 Price of Adidas Products

The study participants were asked if they feel that price for Adidas products is fair. The following table shows the results.

Table 4.2 Price of Adidas Products

|Price |Frequency |Percentage |
|Fair |3 |30 |
|Moderate |3 |30 |
|Unfair |4 |40 |
|Total |10 |100 |

Table 4.2 (Data, 2016)

Figure 4.2 Price of Adidas products


From the above illustrations, it is evident that 40 % of the respondents said that the price of Adidas products is fair while only 30 % and 30 % stated that the price is moderate and unfair respectively.

4.3 Quality of Adidas Products

The participants answered questions related to the quality of Adidas products. The results of this question are indicated in the table below.

Table 4.3 Quality of Adidas Products

|Quality |Frequency |Percentage |
|High |8 |80 |
|Moderate |1 |10 |
|Low |1 |10 |
|Total |10 |100 |

Table 4.3 (Data, 2016)

Figure 4.3 Quality of Adidas products


80 % of the respondents said that the quality of Adidas products is high while 10 % stated that the quality is moderate, and another 10 % indicated that the quality is low.

4.4 The brand image of Adidas

The questionnaire also required the ten respondents to fill in how they perceive the image of Adidas brands. The following table shows what the respondents said.

Table 4.4 The brand image of Adidas

|Brand image |Frequency |Percentage |
|Good |9 |90 |
|Fairly good |1 |10 |
|Bad |0 |- |
|Total |10 |100 |

Table 4.4 (Data, 2016)

Figure 4.4 The brand image of Adidas


90 % of the respondents confirmed that the brand image for Adidas products is excellent, and another 10 % of the participants said that the brand image for their products is relatively good. No respondent stated that the brand image for Adidas was wrong.

4.5 Convenience for Purchasing Adidas Products

The respondents also revealed the convenience that they attach to Adidas products. The following table indicates the outcome of their response concerning this question.

Table 4.5 The Convenience for Purchasing Adidas Products

|Convenience |Frequency |Percentage |
|Yes |7 |70 |
|No |2 |20 |
|Not sure |1 |10 |
|Total |10 |100 |

Table 4.5 (Data, 2016)

Figure 4.5 The Convenience for Purchasing Adidas products


70 % of the respondents said that Adidas products are convenient; another 20 % confirmed that Adidas products are not suitable. The remaining 10 % of the participants confirmed that they are not sure of the convenience of Adidas products.

4.6 Attractiveness of Adidas products

The following were the results for this part of the questionnaire.

Table 4.6 Attractiveness of Adidas Products

|Attractiveness |Frequency |Percentage |
|Yes |8 |80 |
|No |2 |20 |
|Total |10 |10 |

Table 4.6 (Data, 2016)

Figure 4.6 The attractiveness of Adidas products


80 % of the respondents confirmed that Adidas products are attractive, and 20 % of the interviewees said that Adidas products are not appealing.

4.7 Usefulness of Adidas products

The respondents indicated the use of Adidas products as follows;

|Use |Frequency |Percentage |
|Regular use |5 |50 |
|Periodic use |3 |30 |
|No use |2 |20 |
|Total |10 |100 |

Table 4.7 (Data, 2016)

Figure 4.7 The Usefulness of Adidas products


50 % of the participants indicated that the use Adidas products regularly, another 30 % said that they use Adidas products periodically, and another 20 % of the respondents stated that they do not use Adidas products at all.

4.8 Advertisement of Adidas products

The respondents indicated their perception on the advertisements of Adidas products. The following table shows their responses;

|Advertisement |Frequency |Percentage |
|Aggressive |5 |50 |
|Moderate |3 |30 |
|No advertisement |2 |20 |
|Total |10 |100 |

Table 4.8 (Data, 2016)

Figure 4.8 The Advertisement of Adidas products


50 % of the participants said that advertisement for Adidas products is aggressive, 30 % said that Adidas ads are moderate, and 20 % of the participants indicated that they are not aware advertisement for Adidas products

4.9 Ethical Value attached to Adidas products

The following table shows the moral value that the respondents attach to Adidas products.

|Value |Frequency |Percentage |
|High |6 |60 |
|Moderate |2 |20 |
|Low |2 |20 |
|Total |10 |100 |

Table 4.9 ( Data, 2016)

Figure 4.9 The Ethical Value attached to Adidas products


This question looked at the ethical values that users of Adidas products attach to Adidas products. 60 % of the respondents said that the moral value of Adidas products is high, another 20 % of the participants indicated that the ethical value of Adidas products is moderate. Only 20 % of the respondents said that the moral value of Adidas products is little.

5.0 Conclusion

Ethical consumerism means the purchase of goods that are produced ethically, and that promote safety and environmental sustainability. From this study, it is clear that several factors influence consumer behavior. Some of these factors are price, convenience, usefulness, quality, and ethical value of products, advertisement, attractiveness and the brand image (Bedford, 2000). The meaning of ethical consumerism in businesses is that businesses produce moral goods that promote the safety of their users and also care for the environment. Adidas Corporation is one of the largest sports Company in the sporting industry. It has been ethical through manufacturing of quality products and CSR activities. Adidas is a leading sponsor of sports. It has sponsored several sporting events including the London Olympics that occurred four years ago. The benefits of ethical consumerism in business are that it increases sales through widening the market share. The ultimate impact is that a company operates in the competitive edge due to the enhanced competitiveness and revenue.

6.0 Recommendations

The following are some of the recommendations to firms or companies

• Companies must plan and execute CSR programs that are mutually beneficial.

• Companies must produce ethical products if at all they need to promote ethical consumption.

• Organizations should study their consumer buying behavior by applying the concept of ethical consumerism.

• When products of a company are boycotted, it is critical for the company to change their production strategies so that they can incorporate ethical consumerism.

• Corporations must enhance the quality of their products, their advertisements, branding and the moral value of their products. When the act as such they improve ethical consumption, consumer buying behavior, and their competitiveness.

Reference List

Bedford, T.M., 2000. Ethical consumerism everyday negotiations in the construction of an ethical self, University of London.
Collins, D., 2012. Business ethics, Hoboken, NJ: John Wiley & Sons.
Healey, J., 2013. Ethical consumerism,
Hogg, M.K., 2006. Consumer Behavior, London: Sage Publ.
Pride, W.M. & Ferrel, O..C., 2003. Study Guide Marketing: concepts and strategies, Boston: Houghton Mifflin Co.
Rossouw, D. & Vuuren, L.V., 2010. Business ethics, Cape Town, Republic of South Africa: Oxford University Press.
Saito, F., 2009. Consumer behavior, New York: Nova Science Publishers.
Saucier, R.D., 2008. Marketing ethics, Lewiston: Edwin Mellen Press.
Singh, J.J., 2009. Consumer ethics: the role of incidental emotion, moral intensity, and affective commitment,
Surhone, L.M., Timpledon, M.T. & Marseken, S.F., 2010. Market segmentation: economics, marketing, customer relationship management, industrial market segmentation, marketing effectiveness, database marketing, Beau Bassin, Mauritius: Betascript Publishing.

Appendix – Opinion Survey

Please respond to the following Questionnaire by filling in the appropriate response. The anonymity of respondents is highly maintained. Your responses will be handled with utmost confidentiality and will be only used for this study. Please tick the responses appropriately.

I). What would you say about the price of Adidas Products?




II). How would you rate the quality of Adidas Products?



C).Low/ substandard

III). What would you say about the brand image of Adidas Products?


B).Fairly good

C). Bad

IV). Do you think that purchasing Adidas products is convenient?



C). Not sure

V). Are Adidas product attractive to you when you find them displayed in shops?



VI). Please say something about the usefulness of Adidas products.

A).Regular use

B).Periodic use

C).Do not use them at all

VII). How would you rate the advertisements of Adidas Products?

A).Aggressive advertisement

B).Moderate advertisement

C).No advertisement

VIII). What is the ethical value do you attach to Adidas products?

A).High value

B).Moderate value

C).Low value









Similar Documents

Premium Essay

Strategic Analysis of Nike Inc as a Company in the Sport Equipment Industry

...Introduction. In recent times the sports sectors have began to see the importance of strategic marketing and planning. Researchers have said that if strategic marketing activities are not improved sports would not be able to endure the competition from the entertainment industry. This purpose of research is to: (A) Evaluate the conditions of the Marketing environment of Nike INC as a sports equipment company (B) Evaluate the recourse capability of Nike INC using appropriate analytical tools, highlighting its thresholds and unique resources and core competences (C) Evaluate the strategic fit of Nike INC using the analysis gather highlighting its strength and weakness. Company’s Profile. Nike INC is a sport Equipment company, It was founded on the 25th of February 1964 by Bill Bowerman as at then it was known as Blue Ribbon Sports. Its named was official changed on the 30th May 1978 to Nike INC. It is said that Bill Bowerman developed his interest in starting up a business while in Stanford. He believed his business would grow because as at then most Sport Shoes companies spent a fortune on labour by cost by manufacturing their Athletic Sports Footwear in countries like the USA were labour cost were high. He was convinced that by out sourcing production to Japan where labour is cheaper, Blue Ribbon prices would be cheaper than its contributor and thus it break into the Athletic Foot Ware industry and this was the beginning of the company which later became Nike......

Words: 2896 - Pages: 12

Premium Essay


...first quarter of the New Year started out with a bang. According to the financial reports released at the end of the first quarter, Under Armour experienced a growth of about 36% in net revenue (Under Armour 1). There are many reasons as to the tremendous quarter growth of the company, but it is Under Armour’s motto: “innovation around fit” that makes this company and its products unique in the sports world. The company developed new products that have made them stand out in new sports markets, such as baseball and football. In 2014, Under Armour released a new performance shoe line called UA SpeedForm, which according to their 2013 Annual Report, “is the first true performance running shoe made entirely in a clothing factory and is a game-changing innovation that has unlimited potential” (Annual Report) By creating innovation in their products and on the field, Under Armour is paving way for higher net revenues every quarter. Under Armour currently is changing the way they distribute their products. The usual line of distribution for the company is wholesale, comprising 68% of its net revenues (Annual Report 4). While this composes the majority of the company’s net revenue, Under Armour is venturing into the direct to consumer channel through their factory house stores. Here is where the consumer can experience the brand that is Under Armour. Under Armour’s plan to further expand the business is to venture out into more international markets. Currently, Under Armour......

Words: 6388 - Pages: 26

Premium Essay


...Business Environmental Audit Critically assess the strategic Direction of the Nike brand William Hanrahan (060953199) ACE1004 Introduction to Management Contents 1.0 Executive Summary 2.0 Introduction 3.0 Nike 3.1 History 3.2 The Market 3.3 Industry Analysis 3.4 Trouble Ahead for Nike? 3.5 Nike Advertising 3.6 Brands of Choice 3.7 Nikes other Brands 3.8 Targeting New Markets 3.9 Financial Performance 4.0 External Market Drivers 4.1 Political Drivers 4.2 Economic Drivers 4.3 Socio-Cultural Drivers 4.4 Technological Drivers 4.5 Environmental Drivers 4.6 Legal Drivers 4.7 Charity Work 5.0 Competitive Environment 5.1 Porter’s Five Forces 5.2 Competitor Analysis 5.3 Nike vs. Fake Goods 5.4 Stakeholders 5.5 Stakeholder Mapping 6.0 The Brand 6.1 Competitive Advantage 6.2 The Swoosh 6.3 Routes to Competitive Advantage 6.4 Ansoff Matrix 7.0 Conclusions 7.1 Swot Analysis 8.0 Recommendations 8.1 Reflection 9.0 Portfolio of Information Sources 9.1 Primary Sources 9.2 Secondary Sources 1.0 Executive Summary Nike was founded in 1972 by Philip Knight and Bill Bowerman. Bowerman is well known in America as the University of Oregon coach. He brought jogging to America, built an unrivalled track and field program at that university, and taught his athletes to seek the competitive advantage everywhere - in their bodies, their gear and their passion. The Marketing men at Nike would like us believe that the brand is more than a product, it is an experience that we are buying into.......

Words: 10743 - Pages: 43

Premium Essay


...Sustainability Course Project Kathy Neihardt Sustainability 1. What is Sustainability? 2. Can our Society Endure? 3. What is a Sustainable Business? 4. World’s Most Sustainable Companies 5. Corporate Sustainability 6. What is the EPA Doing? 7. What is Sustainable Management? Sustainability Sustainability “creates and maintains the conditions under which humans and nature can exist in productive harmony that permits fulfilling the social, economic and other requirements of present and future generations” (EPA, 2015). Sustainability is also “important to making sure that we have and will continue to have the water, materials and resources to protect human health and our environment” (EPA, 2015). Sustainability What is Sustainability? Sustainability is “everything that we need for our survival and well-being depends on our natural environment, we need to create and maintain the conditions under which nature can exist in productive harmony to support present and future generations” (U.S. EPA, 2015). Can our Society Endure? According to SustainAbility “today it is by no means certain our society has the capacity to endure, not in such a way the nine billion people expected on Earth by 2050 will be able to achieve a basic quality of life. The planet’s ecosystems are deteriorating and the climate is changing. We are consuming so much and so quickly that we are already living far......

Words: 950 - Pages: 4

Premium Essay

The Case of Value Based Communication—Epistemological and Methodological Reflections from a System Theoretical Perspective

... empirical research study which analyzes the phenomenon of increased value communication within theory; form business organizations from a system theoretical perspective in the tradition of Niklas LUHMANN. analysis; Drawing on the theoretical term of observation it shows how a research perspective can be functional developed which opens up the scope for an empirical analysis of communication practices. This analysis; Niklas analysis focuses on the reconstruction of these practices by first understanding how these practices Luhmann; stabilize themselves and second by contrasting different practices to educe an understanding of organization different forms of observation of the relevant phenomenon and of the functions of these forms. studies; George Thus, this approach combines system theoretical epistemology, analytical research strategies, such Spencer-Brown; as form and functional analysis, and qualitative research methods, such as narrative interviews, system theory; participant observation and document analysis. value communication Table of Contents 1. System Theory and Empirical Research: Epistemological Preposition 2. The Context and Research Question of the Case Example 3. The Form of Research Observation 3.1 Organizations in the society as a "society of presences" 3.2 Values 3.3 Analytical strategy and the application of methods 4. Analyzing Value Communication: Forms and Functions 4.1 The......

Words: 9617 - Pages: 39

Free Essay

Marketing Concepts

...The role of marketing has changed over time; beginning with the simple trade era, a time when everything was either made or harvested by hand (White, 2010), to the Social Media Marketing Era. The following eras will be described using different business types to explain what companies did during the era; Production Era, Sales Era, Marketing Concept Era, Market Orientation Era, Customer Experience Management Era, and Social Media Marketing Era. The production era began in the mid 1800s and lasted for 60 years. The revolution of mass production began during this era and business’ main focus was on selling their products rather than satisfying customer needs (Crane, 2014). The Ford Motor Company played a big part in the production era, this is when Henry Ford introduced the first moving assembly line. The moving assembly line at the Ford Motor Company was able to to meet the ever growing demands of a motorized vehicle by producing one Model T vehicle every 24 seconds (History, 2009). The main focus of The Ford Motor Company was the amount of vehicles the assembly line could produce and sell; this was done by creating using production plants where the parts being used to produce the vehicles could be interchangeable on the assembly line, and the ability of the assembly line to move instead of being static. After the production era came the sales era, beginning in the 1920s and lasted until the 1960s. Industries, like the flour industry, were producing more than customers......

Words: 2846 - Pages: 12

Premium Essay

Fdi in Retail: Beneficial or Detrimental and It’s Future Affect on Indian Economy

...FDI IN RETAIL: BENEFICIAL OR DETRIMENTAL AND IT’S FUTURE AFFECT ON INDIAN ECONOMY BY HARJOT KAUR PARMAR (UGC NET, MBA, PGDM, BBA,) ABSTRACT FDI is a type of investment that involves the injection of foreign funds into an enterprise that operates in a different country of origin from the investor. Regardless of today’s crisis, India is considered as one of the most superlative place by foreign investors because of its increasing young population and rising disposable income among the middle class society, that is why large corporations like walmart are showing keen interest in initiating there retail operations in India. But mass round of discussions and debate has started after Government decision on 14 September 2012 allowing FDI in aviation up to 49%, in the broadcast sector up to 74%, in multi-brand retail up to 51% and in single-brand retail up to 100% with high level of disagreement and resistance from the opposition who believe that entry of Big Corporations in retail sector will badly effect the crores of retail shopkeepers and vendors resulting in depart of kirana stores, Whereas government is in favor and believe that it will generate large scale of employment, benefit both farmers as well as consumers and will help in reducing inflation. This research paper aim is to find why foreign investors are attracted towards India, find arguments in favor and against of FDI and what will be its effect on Indian economy in future, whether FDI will be......

Words: 5668 - Pages: 23

Premium Essay

Marketing Plan

...………6 3.4 Specialist 6 3.5 Ratings of the career 6 4.0 Hospitality Marketing 7 4.1 Introduction: 7 4.2 Personality 7 4.3 Skills: 7 4.4 3 industry sectors that a marketing professional work in: 7 4.5 Customer services: 8 4.6 Benefits and un-benefits of working as a marketer: 8 5.0 Real Estate Marketing 9 5.1 Introduction 9 5.2 Skills…………………………………………………………………………… 9 5.3 Successful marketing tools 9 6.0 Sports Marketing 10 6.1 A sports marketer works for 10 6.2 A rich area (brands values) 10 6.3 Major tasks 10 6.4 Specific challenges 10 7.0 Conclusion and recommendations 11 7.1 Conclusion 11 8.0 References 12 1.0 Introduction 1.0 Introduction This report discusses some important marketing areas and several of their particularities. The research done in the last week’s shows few common points between the chosen areas and what is important for the marketer understands and knows to performance very well in these specific areas. The following document discusses these five marketing segments: e-commerce, online, property, food (restaurants)...

Words: 4069 - Pages: 17

Premium Essay

The Newshoe Student Manual

...Principles of Marketing Simulation NewShoes Willbann T. Terpening, Gonzaga University James G. Helgeson, Gonzaga University Michael L. Ursic, Gonzaga University Charlottesville, Virginia, USA COPYRIGHT NOTICE This manual and the simulation described in it are copyrighted with all rights reserved by Interpretive Software, Inc. Under the copyright laws, neither this manual nor the simulation may be copied, in whole or in part, without written consent of the authors, except in the normal use of the simulation for educational purposes, and then only by those with a valid license for use. The same proprietary and copyright notices must be affixed to any permitted copies as were affixed to the original. This exception does not allow copies to be made for others, whether or not sold. Under the law, copying includes translating into another language or format. Purchasing the simulation experience gives the owner the right to participate in a unique learning event. Each student or participant must purchase the simulation to take part in the event or the institution sponsoring the event must purchase for the entire group participating in the event. Limited Warranty on Media and Manuals In no event, will Interpretive Software, Inc. be liable for direct, indirect, special, incidental, or consequential damages resulting from any defect in the software or its documentation, even if advised of the possibility of such damages. In particular, the authors shall have no liability......

Words: 27580 - Pages: 111

Premium Essay


...The North Face Inc. | | A Case Study | | | | | | Table of Contents CASE BRIEF 3 CASE ABSTRACT: 3 AUDITOR’S DILEMMA: 3 AUDITOR’S QUESTION: 3 Research Questions: 3 CASE CONTEXT 4 Understanding of the North Face Entity 4 Understanding of the Entity’s Environment 6 INDUSTRY CONDITIONS 6 INDUSTRY LIFE CYCLE: 8 The Apparel Commodity Chain: 9 Demand and Competition 9 Regulatory Environment: 10 Revenue Recognition 11 Other External Factors: 12 Answer to Questions 13 Figure 1- The Apparel Creation-to-Sales Cycle 7 Figure 2 - The Fraud Triangle 19 Table 1 - Rules for Revenue Recognition in Manufacturing Industry 11 CASE BRIEF CASE ABSTRACT: Financial accountants and independent auditors commonly face challenging technical and ethical dilemmas while carrying out their professional responsibilities.  This case profiles an accounting and financial reporting fraud orchestrated by the chief financial officer (CFO) of a major public company and his subordinates.  The CFO, who was a CPA, took extreme measures to conceal the fraud from his company’s audit committee and independent auditors.  Despite those measures, the independent auditors identified suspicious entries in the company’s accounting records that were a result of the CFO’s fraudulent scheme but did not properly investigate those items.  Shortly before the fraud was publicly revealed, a partner of the company’s audit firm instructed his subordinates......

Words: 9182 - Pages: 37

Premium Essay

Strategy Management

...CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives......

Words: 219639 - Pages: 879

Premium Essay

Chapter 4 Managing Marketing Information to Gain Customer Insights

...Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 4 Marketing Information to Gain Managing Customer Insights Chapter Preview In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage information about important marketplace elements: customers, competitors, products, and marketing programs. To succeed in today’s marketplace, companies must know how to turn mountains of marketing information into fresh customer insights that will help them deliver greater value to customers. Let’s start with a good story about marketing research and customer insights in action at P&G, one of the world’s largest and most re- spected marketing companies. P&G makes and markets a who’s who list of consumer megabrands, including the likes of Tide, Crest, Bounty, Charmin, Puffs, Pampers, Pringles, Gillette, Dawn, Ivory, Febreze, Swiffer, Olay, Cover Girl, Pantene, Scope, NyQuil, Duracell, and dozens more. The company’s stated purpose is to provide products that “improve the lives of the world’s consumers.” P&G’s brands really do create value for consumers by solving their problems. But to build meaningful relationships with customers, you first have to understand them and how...

Words: 26161 - Pages: 105

Premium Essay


...these efforts.3 This chapter discusses these issues. First, it describes CSR and its core principles. Second, it describes CG and narrates CG’s convergence with CSR. Third, it highlights how different economies are incorporating CSR notions in their corporate regulation. 1 Jeremy Moon and David Vogel, ‘Corporate Social Responsibility, Government, and Civil Society’ in Andrew Crane et al. (eds), Oxford Handbook of Corporate Social Responsibility (2008) 303; David Vogel, The Market for Virtue: The Potential and Limits of Corporate Social Responsibility (2005); Nada K Kakabadse, Cecile Rozuel and Linda Lee-Davies, ‘Corporate Social Responsibility and Stakeholder Approach: A Conceptual Review’ (2005) 1(4) International Journal of Business Governance and Ethics 277, 279. 2 Wilfred Luetkenhorst, ‘Corporate Social Responsibility and the Development Agenda. The Case for Actively Involving Small and Medium Companys’ (2004) Intereconomics 157, 166. 3 John Clark, Worlds Apart: Civil Society and the Battle for Ethical Globalisation (2003) 2002–2003; Bridget M Hutter and Joan O’Mahony, ‘The Role of...

Words: 16989 - Pages: 68

Premium Essay

Raedy Made Garments

...Introduction The Ready made garments (RMG) sectors emerged in late 1970s. The first Garments Industry named “DESH” Garment which was established in 1979s. By 1980s about 800 factories. There was very good growth in the 1990s; about 3400 factories came into operation. Today more than 4600 units exporting more than $5 billion an contribute about 48 percent of ours national export earning, 9.5 percent of GDP. The total number of workforce employed in this sector is 1.8 million, which is half of the total industrial workforce of the country. Besides this, more than 15 million people work in related industries from button-making to truckers to Insurance underwriters. Almost 85 percent of garments workers are women and most of them have come from villages. After introduction of the Multi Fibers Agreement (MFA). ASIA has become the world’s foremost exporters. Initially production was concentrated in the East Asian countries like Korea, Hong Kong, Singapore, and Taiwan, but by the middle of the 1980s others Asians countries become major producers like Bangladesh, Cambodia, Nepal, Haiti, Laos Madagascan and Myanmar emerge as major exporters of garments manufactures. Bangladesh is a good example of a country who was benefited from quota restriction on the countries export under MFA & General System of preferences (GSP) introduced in 1971 gave Bangladesh general access to European Union (EU), Canada and USA markets. BGMEA members export all kinds of woven, knit and sweaters...

Words: 4568 - Pages: 19

Premium Essay

A Hollow Gram

... Cranfield School of Management Ian Dyson (formerly) CFO, Marks & Spencer Luigi Ferraris CFO, Enel Andy Halford CFO, Vodafone Simon Henry CFO, Royal Dutch Shell René Hooft Graafland CFO, Heineken Juha Laaksonen CFO, Fortum Patrick Regan CFO, Aviva Simon Ridley FD, Standard Bank Hans-Peter Ring CFO, EADS Sue Round Head of Investments, Ecclesiastical Robin J Stalker CFO, Adidas Firoz Tarapore CFO, Dubai Aerospace Enterprise Tim Tookey CFO, Lloyds Banking Group Rob Murray CFO, Coca-Cola Hellenic B Document title Additional text In this report Executive summary 2 Contributing to strategy 4 A broader business role 6 Core competencies remain key Future focus on stakeholder communication 10 12 and 18 The CFO’s contribution 14 Staging post or career destination? 20 A toolkit for the aspiring CFO 22 Demographics 26 What makes a CFO 28 Ernst & Young contacts 29 The DNA of the CFO provides fresh insight into what it is to be a CFO today by talking to today’s CFOs. This Ernst & Young report is based on our analysis of a survey of 669 senior finance professionals in Europe, the Middle East, India and Africa, and a program of in-depth interviews with leading CFOs and finance directors from these regions – allowing...

Words: 15852 - Pages: 64