Under Armour also applies contingency view. There is no “best way” of doing things and taking decisions (Kaushik & Pradyumana, 2011). It depends on the internal and external environment which can affect the decision-making of a company (Borges et al., 2015). Kevin Plank uses a behavioural approach to motivate his employees. When it comes to precision and accuracy, Under Armour, Inc. (2015) stated that the Stock Lead Sevierville Youth uses stockroom standard operating procedure (SOP) to maximize productivity and sales. This ‘standard method’ obeys scientific management. Thus, Kevin Plank uses various of approaches to manage his company and not only an ideal approach.
Corporate social responsibility (CSR) means preserving commitment by the firms to be ethical and contribute to the economic development by following the business procedures to produce an overall effect on the society (Rahman, 2017). Companies have a need to balance activities that earns profit
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According to the Pyramid of Global CSR and Performance , economic responsibility means businesses are obligated to satisfy its customers by producing products which their customers desired at a price level that can maintain the company’s profitability (Bateman & Snell, 2015). At this level, Under Armour executes what is needed by the global capitalism, which is to be profitable and fully responsible to its shareholders. This can be shown where the company sells apparel, footwear and other products that the society wants in order to maximize its profits and keep the business growing in the foreseeable future. Based on Thomas (2017), the company restructures its plans to lay-off 280 jobs and closing stores that have low sales performance to increase its profitability and better served customers’