In the 1990’s there was a global boycott campaign against Nike for using sweat shops; however, after 20 years they have gone on the initiative of transparency which has mended   Nike’s world brand. Rob Harrison, editor of Ethical Consumer states that, “the cooperation operates with openness and transparency that would have been unthinkable 20 years ago.” Nike quickly adapted and learned from their grave mistake. From this example, we can see that corporate social responsibility (CSR) is a key aspect in managing a global firm  like Nike. Global brands, such as Nike, are under great scrutiny which leads to greater risk in trade secrets being revealed. Whether Nike’s beliefs are different from society, Nike has to ensure that the firm does not offend the society as a whole. Pressure Groups, customers, employees, and all other stakeholders can potentially be the demise of a firm. We can learn that ethics within a business is a growing trend in managing a business; Adidas, Puma, Reebok, and Timberland are all involving ethics with their business. Although global firms are implementing CSR, many businesses are focused on profit maximization. It brings the question if its ethical to use CSR as a tool to increase profits within a business?