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Free Content Sport as a Vehicle for Deploying Corporate Social Responsibility

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Stakeholder theory suggests that corporate social responsibility (CSR) should require organisations to consider the interests of all stakeholders including investors, suppliers, consumers, employees, the community and the environment in discharging their profit-directed activities. Implicit in this perspective is the assumption that both sport and corporate influence on social trends must be considered from multiple angles. Such a viewpoint encourages an examination of the overlaps between the social responsibilities of the sport and corporate worlds. This paper explores the role that sport can play as a vehicle for deploying CSR. It exposes the social responsibilities implicit in sport as well as those found in the corporate world. An opportunity lies at the intersection of these mutual responsibilities in the combination of the financial leverage available to corporations and the distributivesymbolic power inherent in sport. We argue that sport offers a bridge across social and economic gaps, an opportunity to improve the quality of life, and a stimulus to encourage large and profitable businesses to share a little of their prosperity.
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Keywords: Culture; Health; Physical activity; Sport; Stakeholder theory

Document Type: Research Article

Publication date: March 1, 2007

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  • The Journal of Corporate Citizenship focuses explicitly on integrating theory about corporate citizenship with management practice. This means that the journal provides a forum in which the tensions and practical realities of making corporate citizenship real are addressed in a reader-friendly, yet conceptually and empirically rigorous format. The Journal of Corporate Citizenship aims to publish the best ideas integrating the theory and practice of corporate citizenship in a format that is readable, accessible, engaging, interesting and useful for readers in business, consultancy, government, NGOs and academia. This peer-reviewed journal encourages practical, theoretically sound, and (when relevant) empirically rigorous manuscripts that address real-world implications of corporate citizenship in global and local contexts.
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