A Case Study of Stakeholder Dialogue in Professional Sport: An Example of CSR Engagement

Abstract

Many businesses, including professional sport teams, are designing and engaging in socially responsible initiatives which benefit stakeholders as well as the businesses themselves. Gaining insight into stakeholders' expectations regarding corporations' corporate social responsibility (CSR) initiatives through dialogue is important as the way a business is viewed and evaluated by stakeholders underlies subsequent interactions. Based on semi‐structured interviews with 42 diverse stakeholders involved in a professional sport team's CSR initiative we found that stakeholders' expectations of the team's involvement in the community related to social and institutional norms, values, and benefits. The team also appeared to be meeting stakeholder expectations about being socially responsible in the community. This study provides new insights into a firm's CSR expectations through engaging in stakeholder management and interaction. Future research directions and practical suggestions are offered for organizations attempting to understand and meet stakeholders' expectations in the area of CSR.

What Does Entrepreneurship Add to the Understanding of Corporate Social Responsibility Management in Sport?

“…Subcultural differences also indirectly hampered social and economic outcomes through weakened or absent stakeholder alliances (see Figure 3). Previous research has noted that longterm sustainability of an organization depends on the sustainability of its stakeholder relationships (Babiak & Kihl, 2018). Stakeholders in our study noticed "a shadow hanging over the collaboration" and noted that there should be "a better connection moving forward."…”

“…By collaborating with other organizations-sponsors, local communities, or governmental agencies-intrapreneurs not only gain the necessary resources to realize their financial goals, but they also acquire legitimacy, which can yield lasting support (Bhattacharya, Korschun, & Sen, 2009). Where most studies take a firm perspective to analyze CSR management (Babiak & Kihl, 2018), this study explores stakeholder perceptions to increase understanding of the influence of stakeholder alliances and the "co-generation of value" (see Austin & Reficco, 2009, p. 89) on the strategic management process.…”

“…A total of 22 internal and external stakeholders, directly associated with the team's CSR initiatives, were interviewed about their perceptions on the team's CSE endeavors. CSR research addressing stakeholders' perceptions and expectations is relatively rare to date (Babiak & Kihl, 2018). However, considering the multitude of stakeholders involved in professional sport and their influence on CSR strategy development and implementation, a broad stakeholder view was adopted in this study.…”

“…By delineating the presence (and absence) of CSE drivers along with the related opportunities and challenges, managers are better equipped to engage in CSR in a strategic manner and, hence, increase the value, legitimacy, and sustainability of their social engagement. Kihl, 2018). Therefore, professional sport teams are increasingly engaging in CSR initiatives (Babiak & Wolfe, 2009;Inoue, Kent, & Lee, 2011;Kihl et al, 2014;Walzel et al, 2018).…”

Implementation of the CSR principles in the Czech football environment

“…According to many experts (e.g. Babiak & Kihl, 2018;Hildebrandt, 2019;Ratten, 2011), professional sports clubs, like many other business entities, should strive to make corporate social responsibility (CSR) an integral part of their management processes and proactively develop their activities in this area.…”