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CSR-Maßnahmen im Profisport. Unterschiede im Engagement von amerikanischen und deutschen Ligen

CSR-Maßnahmen im Profisport. Unterschiede im Engagement von amerikanischen und deutschen Ligen

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich Sport - Medien und Kommunikation, Note: 1,3, IST-Hochschule für Management, Sprache: Deutsch, Abstract: Explizit beschäftigt sich die Hausarbeit damit, wie viele und welche CSR-Maßnahmen ausgewählte Ligen ergreifen, um gegenüber der Öffentlichkeit gesellschaftlich verantwortlich zu sein. Die Forschungsfrage lautet: "Wie groß ist der Unterschied des CSR-Engagements von amerikanischen und deutschen Profisportligen?" Zum Vergleich ausgewählt werden die NBA, NHL, DFL sowie die DEL. Die Unternehmen der heutigen Gesellschaft werden ständig mit neuen Herausforderungen konfrontiert. Es geht längst nicht nur mehr darum, rein gewinnbringende Geschäfte abzuschließen, sondern diese Gewinne nachhaltig in Einklang mit den gesellschaftlichen Interessen zu erzielen. Die Öffentlichkeit erwartet daher von den Unternehmen, einen aktiven Beitrag in ökologischer und sozialer Hinsicht zu leisten. Diese Übernahme gesellschaftlicher Verantwortung wird als Corporate Social Responsibility (CSR) bezeichnet. Jedoch werden CSR-Aktionen nicht ausschließlich von Wirtschaftsunternehmen umgesetzt. Organisationen aus dem Sport entdeckten ebenfalls das Potenzial von CSR. Hintergrund ist die einzigartige Bedeutung des Sports für die Gesellschaft, wodurch eine enge Verbindung zum CSR-Konzept entsteht. Vorreiter der CSR-Durchführung im Sport waren die USA. Bereits im Jahr 1953 wurde die gegen Krebserkrankungen ankämpfende Wohltätigkeitsorganisation "The Jimmy Fund" offizielle Stiftung des Major League Baseball Clubs der Boston Red Sox. Im Laufe der nächsten 50 Jahre realisierten auch die Clubs der weiteren major leagues der NHL, NBA und NFL eigene CSR-Initiativen, um gesellschaftliches Engagement zu zeigen. Auch die Ligen gründeten eigens initiierte CSR-Projekte, um deren Image aufzubessern. Deutlich verspätet gelang die CSR-Thematik nach Deutschland. Zwar beschäftigte sich der DFB bereits 1951 durch die Gründung des Sozialausschusses mit sozialen Themen,


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Product Details
  • ISBN-13: 9783346057396
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 40
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346057399
  • Publisher Date: 10 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 63 gr


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