These activities may become more strategic and

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These activities may become more strategic and integrate more intimately with a company’s business priorities as the corporate philanthropy evolves with the size of the company. (Rangan, Chase and Karim, 2012)
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Redesigning the Value Chain While philanthropic giving is assessed by its environmental and societal return, the initiatives in redesigning the value chain is based upon the company’s ability to further improve the corporate bottom line and also returning social value in doing so. Reengineering a company’s entire value chain, the extraction and sourcing of its natural resources, manufacturing, shipping and the delivery of a product is seen as the most comprehensive corporate social responsibility. (Rangan, Chase and Karim, 2012) This can be seen in the Code of Conduct that is established by Nike. This Code of Conduct governs the entirety of Nike’s supply chain including the factories. In this Code of Conduct, employees are required to be fairly compensated, are not exposed to dangerous working environment that is also environmentally unhealthy and finally are ethically treated in the workplace. Nike has also started an initiative to decrease the environmentally impact that is negative of its supply chain, from sourcing materials to manufacturing, shipping and product delivery. Nike’s bottom line is benefited from the improvement of the retention and productivity of employee, the reduction of product waste, materials and energy use. The main priority of redesigning the value chain is to increase profitably and opportunities for the business while simultaneously generating social and environmental benefits by working on the effectiveness of business operation throughout value chain. (Rangan, Chase and Karim, 2012)
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Changing the Ecosystem While redesigning the value chain is focused more on increasing profits and philanthropic giving is all about staying true to the company’s core competencies, transforming the ecosystem is mainly about changing the business model that prioritizes on crafting a solution to a societal or environmental problem. This will eventually in the long run lead to financial returns. To change the ecosystem, the
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