The document discusses Nike's socialization process and culture. It notes that Nike's culture was historically insular and protective under the leadership of Phil Knight. While Knight's legacy still influences Nike's culture, analysts are examining whether the company can improve its global reach by changing its socialization practices and dominant culture. The document outlines some past issues, such as a lack of accommodations for pregnant employees and physical abuse of workers, and remediation efforts Nike has taken to improve, including management training, new policies, and making changes to be more inclusive although there is still progress to be made.

1. Socialization Process-
Nike
DaVeon Hayes
Organizational Communication
October 25, 2015

2. Socialization…
• Allows individuals to adapt to organizational life.
• Allows organizational members and activities to develop overtime.
Socialization Process PPT

3. What does one gain from the socialization
process?
There are 2 things one must grasp:
• Information on their role
• Information about the organization’s culture
Socialization Process PPT

4. Content of Process
• You learn to be familiar with others
• Learn the culture
• Feel recognized by others
• Get involved
• Gain Competency
• Role negotiation
Socialization Process PPT

5. Nike
“Nike’s culture is considered to be somewhat
insular and protective.”
Source: Book- “Organizations: Behavior, Structure, Processes

6. • CEO Phil Knight, creator of the insular method, caused employees to leave
Nike for other jobs.
Source: Book- “Organizations: Behavior, Structure, Processes”

7. CEO Phil Knight
Google

8. What about Nike’s Culture?

9. Nike’s culture seems to be
controlled and modified by
Knight’s imprint and legacy on
how to transact business.

10. Will Nike ever change from their “slave”
ways with their employees?

11. Who can assist the company with their
change to current socialization treatment?

12. • “Analysts are examining Nike’s cultural
characteristics…to decide whether the usual…and
dominating legacy left by Phil Knight will allow the firm
to improve its worldwide reach.”
Source: Book- “Organizations: Behavior, Structure,
Processes”

13. Does anyone want Nike’s culture to
change?

14. • Wants to alter Nike by slowing down its growth.
• Wants Nike to take the swoosh logo off its product.
Source: Book- “Organizations: Behavior, Structure, Processes

15. • Believes Nike to be too “culture jamming.”
• Concerned that there is too much promotion of consumerism in society.
Source: Book- Organizations: Behavior, Structure, Processes

16. “
”
The Nike machine is assumed to be too influential and
powerful.
Source: Book- “Organizations: Behavior, Structure, Process

17. Disciplinary Procedures
• Workers used to receive physical abuse.
Remediation:
• Management is being provided ongoing training on socialization which includes
local cultural awareness
“Nike socialization in the current” document

18. Nondiscrimination in Nike
• Pregnant women weren’t accommodated
• Christian worshipers were forced to work O.T on Good Friday
• Promotions weren’t clear. There were no written standards for employees to know
how to get promoted/demoted.
Remediation
Proper chairs were provided for those with child, an OT policy was put into effect, and
management put a grade performance standard and policy into place.
“Nike socialization in the current” document

19. •There were far more areas that Nike
needed to improve on, but they are
making changes slowly.

20. Steps to their New Culture!
• http://www.slideshare.net/RoryMileham/nike-crisis-management