NIKE: MOVING DOWN THE SUSTAINABILITY TRACK THROUGH CHEMICAL SUBSTITUTION AND WASTE REDUCTION - Review

Nike is one of the footwear company (shoes, sandals, etc.), as a company,  they trying to manage long-term holistic corporate marketing through a variety of ways and one of them through the environmental issues the reduce chemical used in production. In the long term (in 2020) nike trying to achieve the production targets that include zero waste, zero toxics, and 100% recovered product and this will manifest nike able to reach 15 billion dollars and supported successful growth and market share inprimary market (eg, approximately, 40% market share in athletic shoes), so it cancompete against other competitors and expand its own brand of Nike.
Philanthropic approach to environmental problems at the company began in the early 1990s, starting from a small group of employees which later became Nike, Nike Environmental Action Team. The initial focus is simple yaknni oriented programs such as recycling and education. Currently own philanthropy is known as the CSR has been growing rapidly with a wide range of activities and their owncustomized based on the desire of the company.
Philanthropic or CSR approaches need to be done by Nike because Nike when itis necessary to cope with growing criticism in the late 1990s, where the companyis profiled in the U.S. media as the company is irresponsible and negligent on the environment for operating sweatshops with underage workers in Asia and the useof chemicals that pollute public water sources in developing countries whereproduction, and this step is successful, and thus CSR is one way of socialapproach to the community to build a good brand.