Nike-CEO Mark Parker Essay Example | Topics and Well Written Essays - 250 words

Nike-CEO Mark Parker - Essay Example This led to resistance to change and the creation of a gap between the firm and the CEO. Parker inherited this problem because he had to gain their confidence to implement the changes he perceived worth. Parker has proved to be a strategist through his changes on the operations of the company. He shifted the brand away from the original products based and sub-brand structure to a structure that is customer driven. He divided the company into various categories such as women’s fitness, running and basketball. He also initiated an innovation process by creating an innovation group that would come up with different brands as a strategy to command large market share. Considering the concept of impact of environmental sustainability, Nike has â€Å"Nike Sustainable Business + Innovation† program. This program is used to power the companies brand, the employee efforts, and passions to ensure that changes that are brought in the brand are environmental friendly (Lussier, & Achua, 2013). This program ensures that any opportunity that the organization gets is utilized in a manner, which it creates a positive social and environmental impact in the world. This product has seen its customers accept its products in the market easily because of the additional cooperate social responsibility. Parker pursues the strategy of enhancing value to its customers by acknowledging that the customer is their main asset and thus all employees work to cater for the needs and wants of customers because they are their boss. In creating new opportunities, he has a partnered the company with key organizations such Steve Job and Apple. Apple Company has created an opportunity by allowing Nike + footwear to talk with the customer’s iPod as they are running or carrying out workout experience. This creates an opportunity for customers to long for Nike brands to get this service by Apple known as Nike Plus program (Lussier, & Achua,