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Consideration of corporate social orientation in managing sport organisations' internal stakeholders

Nguyen, Sheila 2009, Consideration of corporate social orientation in managing sport organisations' internal stakeholders, in IMP 2009 : Handling plurality of relationship forms in networks : from clans to clubs, from cliques to communities theoretical and managerial perspectives : Proceedings of the 25th IMP Conference euromed management, [IMP], [Marseilles, France].

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Title Consideration of corporate social orientation in managing sport organisations' internal stakeholders
Author(s) Nguyen, Sheila
Conference name Industrial Marketing and Purchasing Group Conference (25th : 2009 : Marseilles, France)
Conference location Marseilles, France
Conference dates 3 -5 September, 2009
Title of proceedings IMP 2009 : Handling plurality of relationship forms in networks : from clans to clubs, from cliques to communities theoretical and managerial perspectives : Proceedings of the 25th IMP Conference euromed management
Editor(s) [Unknown]
Publication date 2009
Conference series Industrial Marketing and Purchasing Group Conference
Publisher [IMP]
Place of publication [Marseilles, France]
Keyword(s) corporate social orientation
value congruence
sport organisations
Summary Increasing pressure from the public has raised the expectations on corporations to be better citizens of their communities and society as a whole (Bennet 2002; Carroll 1999; Epstein 1989; Van Marrewijk 2003; Wood 1991). As a result, corporations have engaged in corporate social responsibility efforts with most of the subsequent research focused on its impact on consumer response (e.g., attitudes, behaviours, etc.) (Bhattacharya & Sen 2001, 2004; Porter & Kramer 2002). Similarly, research interest on corporate social responsibility in the sport industry has risen, yet no research studies have explored the influence and perceptions about corporate social responsibility of important internal constituents (employees and volunteers) of sport organisations. Particular interest would be in uncovering what employees and volunteers specifically believe are important among CSR elements (ethical, discretionary, legal, economic) and what impact a sense of 'shared CSR values' with the respective sport organisation would have on employee and volunteer response. Will understanding how shared social values influence organisational commitment provide insight on recruitment, retention and/or development strategies of employees and volunteers? Further, assessing any difference in sensemaking between these two groups would be of additional value to this line of enquiry, as the perceptions of the organisation are understood as "tantamount to reality, since organisations are social constructions made up of and acting in accordance with shared perceptions," (Brickson 2007, p. 865) particularly those of employees and volunteers of sport organisations. With increasing academic and industry interest of corporate social responsibility in sport and to address the obvious gap on CSR and employees and volunteers in the literature, the present study will explore how CSR impacts internal constituents (employees and volunteers) of sport organisations. Specifically, the main purpose of the present study is to assess the level of perceived shared values as they related to CSR (measured as corporate social orientation) between employees- organisation and volunteers- organisation. Further, the influence of the level of perceived shared corporate social orientation (CSO) on organisational identification will be evaluated in the context of a proposed model, which includes the relationship of perceived shared corporate social orientation>organisational identification> attitudinal and behavioural outcomes (i.e., commitment, satisfaction, and organisational behaviour). Using a sample of employees and volunteers of a sport organisation, the respondents will be asked to complete an online survey composed of demographic items, the corporate social orientation scale, and items that measure organisational identification, value commitment, job/ volunteer satisfaction, and organisational citizenship behaviours. Discussion of how other stakeholder (e.g., sponsors, consumers, etc.) perceptions on CSR potentially impacts the model and outcomes (e.g., corporate reputation, consumer behaviour) will be addressed. Analyses and results will support discussion and conclusions made to provide evidence for practitioner and researcher implications.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150404 Sport and Leisure Management
HERDC Research category E1 Full written paper - refereed
HERDC collection year 2009
Copyright notice ©2009, Industrial Marketing and Purchasing Group
Persistent URL http://hdl.handle.net/10536/DRO/DU:30020769

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.