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Corporate Social Responsibility in German Professional Football – A Qualitative Analysis of Social Commit-ment of the Football Clubs Borussia 09 e.V. Dortmund and VfL Wolfsburg Football GmbH

Klee, Jonas (2015) Corporate Social Responsibility in German Professional Football – A Qualitative Analysis of Social Commit-ment of the Football Clubs Borussia 09 e.V. Dortmund and VfL Wolfsburg Football GmbH.

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Abstract:Corporate Social Responsibility (CSR) has become an important component of profes-sional sports, especially in terms of professional football. This paper explores the impact of CSR on the two Bundesliga clubs Borussia Dortmund and VfL Wolfsburg. While the circumstances at both clubs differ a lot due to the fact that the clubs involved can be categorized as a traditional and an industry related football club, by help of the Theory of Planned Behavior (TPB), contrasts regarding the clubs’ motivations of being socially active are filtered out. During the analysis, the networks including partners and spon-sors, the clubs collaborate with, are focused on in order to determine their moving caus-es more differentiated. With the help of case studies in the form of two qualitative inter-views with the responsible persons of both clubs in terms of CSR, the different aspects will be examined in detail. On this occasion the content structuring of Mayring is applied, so that on the basis of building categorizes, conclusions can be drawn to the clubs’ mo-tivations as well to answer the question if there are differences between a traditional and an industry related football clubs regarding their motivations of social commitment, and if so, what the causes for such a contrast could be. This scientific work will demonstrate, that professional football clubs are part of global acting companies these days. Moreo-ver, as this thesis will expose, varying activities in terms of social commitment do not only refer to CSR or the Theory of Planned Behavior, but every club is an individual case, where at various aspects like history, environment or economic aspects may lead to different outcomes. But most of all, the motivations coming from the clubs’ manage-ment and the clubs’ environment determine the social commitment of both clubs in the end.
Item Type:Essay (Bachelor)
Clients:
Unknown organization, Enschede, Netherlands
Unknown organization, Münster, Germany
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:71 sociology
Programme:Management Society and Technology BSc (56654)
Link to this item:http://purl.utwente.nl/essays/68251
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