What specific suggestions could you provide for your firm to follow in order to be more socially responsible?
Strategic Marketing
Busi 520
Shane Lohmann
For a company like Under Armour to be social responsible, Under Armour needs to have a positive working relationship with the society in which they operating within. The ability to develop a positive working relationship requires a great deal of planning and preparation for both the Under Armour Company and the location in which they will be placing the company or manufacturing Under Armour products. In 2009, 22 manufacturers operating in 17 countries manufactured the Under Armour Company’s products and almost all of its outsourced manufacturing was to contract manufacturers in Asia and Latin America. (Subramanian, & Gopalakrishna, 2012). Based largely on rumors about child labor within Asia and Latin America, Under Armour performed a thorough evaluation of all 22 manufacturers to ensure compliance with quality standards, social responsibility, and financial strength, prior to contract signing. For the purpose of this paper, this paper will focus on only the social responsibility aspects.
Like many companies, Under Armour must protect its name or they will run the risk of corrupting the reputation they have developed over the years. Unethical behavior such as child labor, forced labor, discrimination and basic ethical rights are always and should be, in the opinion of the writer, the highest priority when working with different societies and cultures within the nation and internationally. To ensure a good reputation, Under Armour has developed policies to address issues such as those mentioned above and use them regularly during evaluations of the potential manufacturers to ensure compliance. In addition to ensuring ethical behavior is adhered too, Under Armour
also exhibits social responsibility by supporting several charities or organizations. Using...