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CSR in professional football : what are the differences of Bundesliga clubs towards social commitment : a qualitative analysis of Borussia Dortmund and VfL Wolfsburg

Hegelow, Tobias (2015) CSR in professional football : what are the differences of Bundesliga clubs towards social commitment : a qualitative analysis of Borussia Dortmund and VfL Wolfsburg.

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Abstract:In the last few years a growing importance of Corporate Social Responsibility (CSR) in the domain of professional sports is noticeable. This thesis focuses on German football clubs and attempts to examine reasons and motives for this increasing awareness. Moreover, this thesis tries to observe differences between an industry related team (Werksclubs) and a traditional club of the German Bundesliga with regard to the nature and motivation of their activities due to their circumstances. In order to find answers to the research question, the Theory of Planned Behavior (TPB) and the concept of CSR provide factors, which explain differences in the behavior of the clubs and their motivations to become socially active. Special emphasis lies on the Bundesliga clubs VfL Wolfsburg (Werksclub) and Borussia Dortmund (traditional club). To generate data, interviews with representatives of both clubs were conducted within a case study. In line with Mayring´s Structured Content Analysis essential parts of the interviews will be filtered out and related to both theories. During the analysis, the nature of the clubs´ activities will be determined in order to detect causes towards their differences. With regard to the results of the analysis, this thesis concludes that the nature of the clubs´ activities and the motivation to become socially active are influenced by numerous factors. Important factors are the history and environment of the club´s as well as various personal attitudes, the nature of significant others, who are influencing the club´s behavior, and differences concerning the sources of their revenues, which determines the organization of the activities.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:01 general works, 71 sociology, 88 social and public administration
Programme:Management Society and Technology BSc (56654)
Link to this item:http://purl.utwente.nl/essays/68249
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