Hannah Jones, Nike's global head of sustainability and innovation is reported in the "Management Focus" magazine of Cranfield School of Management to have said " We believe that the innovations required to create the future won't come from a single source. Not from science. Not from technology. Not from governments. Not from business. But from all of us. We must harness the collective power of unconventional partnerships to dramatically redefine the way we thrive in the future.
Her boss, Nike CEO Mark Parker responded. "Our future depends on innovation,collaboration and transparency."
These statements show that one of the major international companies is now responding actively and creatively to sustainable solutions. They will be doing this because they believe it gives them competitive advantage. Competitive advantage is one one of the many business benefits of a commitment to ethical behaviours. Setting this kind of "tone from the top" with an emphasis on transparency (being open to your stakeholders) and collaboration, is a really good starting point for all organisations.
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