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The value drivers of investing in sport-based corporate social responsibility initiatives
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613708105023488 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/25617 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:40:26.265Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/25617 The value drivers of investing in sport-based corporate social responsibility initiatives Goldman, Michael ichelp@gibs.co.za Ngwenya, Zanele Ziphelele UCTD Sports Cause-related marketing Corporate social responsibility (CSR) Sponsorship Social sponsorship Dissertation (MBA)--University of Pretoria, 2010. This exploratory research study has provided the theorisation of the key drivers of why South African companies invest in sport-based Corporate Social Responsibility (CSR) programmes. The objectives of this research were addressed through a case study using unstructured qualitative interviews conducted with five (5) managers from companies that are funders and trustees of The Sports Trust. This research identified key drivers of companies’ investment in sport-based CSR as: social integration and economic development; assisting companies in implementing their strategies; improving the companies’ performances through attracting and increasing their client base; bringing immediate gratification and other intangible benefits; fulfilling regulatory requirements for public and other regulatory bodies; and being seen as good corporate citizens. Companies are now closely integrating CSR investment with sponsorship issues which seek to promote brand awareness, consumer loyalty and profitability of their products. Companies are also combining their CSR initiatives with their cause-related marketing campaigns as well as in the creation and innovation of new products. From the qualitative data analysis, it was possible to conclude that although funders of The Sports Trust’s views of CSR tend to highlight different aspects, they fit the legitimacy theory which can be considered a mix of economic and ethical theories described by Goddard (2005). Moreover they could be considered as being complementary. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T22:43:14Z 2011-07-04 2013-09-06T22:43:14Z 2010-11-10 2010-11-10 2011-06-18 Dissertation Ngwenya, ZZ 2010, The value drivers of investing in sport-based corporate social responsibility initiatives, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/25617 > F11/473/hj http://hdl.handle.net/2263/25617 http://upetd.up.ac.za/thesis/available/etd-06182011-181249/ © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori application/pdf University of Pretoria |
| spellingShingle | UCTD Sports Cause-related marketing Corporate social responsibility (CSR) Sponsorship Social sponsorship The value drivers of investing in sport-based corporate social responsibility initiatives |
| title | The value drivers of investing in sport-based corporate social responsibility initiatives |
| title_full | The value drivers of investing in sport-based corporate social responsibility initiatives |
| title_fullStr | The value drivers of investing in sport-based corporate social responsibility initiatives |
| title_full_unstemmed | The value drivers of investing in sport-based corporate social responsibility initiatives |
| title_short | The value drivers of investing in sport-based corporate social responsibility initiatives |
| title_sort | value drivers of investing in sport based corporate social responsibility initiatives |
| topic | UCTD Sports Cause-related marketing Corporate social responsibility (CSR) Sponsorship Social sponsorship |
| url | http://hdl.handle.net/2263/25617 http://upetd.up.ac.za/thesis/available/etd-06182011-181249/ |