Sustainability in the sporting goods industry: How Nike, Adidas and Puma have developed company sustainability
Niskanen, Heidi (2019)
2019
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2019061116586
http://urn.fi/URN:NBN:fi:amk-2019061116586
Tiivistelmä
This thesis will be focusing on sustainability, especially on sustainability for global businesses and in the sporting goods industry. The thesis will be comparing the three leading sports brands Nike, Adidas and Puma and their sustainable efforts and how the companies have developed company sustainability.
The topic is relevant as sustainability is recognized as an important topic in today’s world from the economic, social and environmental perspectives to ensure the preservation of nature’s biophysical environment, natural resources and quality of life needed for future generations.
As Nike, Adidas and Puma are the world’s leading sport brands, globally their impact on the economy, human beings and nature is major in the sporting goods industry. Therefore, this thesis will examine the sustainability and challenges in the sporting goods industry using the companies in comparison since their sustainable efforts differ regardless of being in the same industry and target market.
The literature review provides the reader the basic understanding of sustainability and the core areas of sustainability from which perspective the sporting goods industry is examined by. The meaning and challenges of sustainability for businesses and consumers were introduced as a relevant part to be able to compare the sports brand companies. Qualitative research methods were used in this study, using secondary sources.
More innovation, technology and design are needed to further develop sustainability in the industry. These require collaboration with other brands, support from the industry and demand from the consumer. Increased understanding of how and through which processes a proper sustainable decision can be made.
The topic is relevant as sustainability is recognized as an important topic in today’s world from the economic, social and environmental perspectives to ensure the preservation of nature’s biophysical environment, natural resources and quality of life needed for future generations.
As Nike, Adidas and Puma are the world’s leading sport brands, globally their impact on the economy, human beings and nature is major in the sporting goods industry. Therefore, this thesis will examine the sustainability and challenges in the sporting goods industry using the companies in comparison since their sustainable efforts differ regardless of being in the same industry and target market.
The literature review provides the reader the basic understanding of sustainability and the core areas of sustainability from which perspective the sporting goods industry is examined by. The meaning and challenges of sustainability for businesses and consumers were introduced as a relevant part to be able to compare the sports brand companies. Qualitative research methods were used in this study, using secondary sources.
More innovation, technology and design are needed to further develop sustainability in the industry. These require collaboration with other brands, support from the industry and demand from the consumer. Increased understanding of how and through which processes a proper sustainable decision can be made.