To provide understanding on how csr communication

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To provide understanding on how CSR communication, development and implementation have evolved within the chosen club in different occasions, under different circumstances and over the years, this in-depth case study focuses on answering two important research questions; (1) how is CSR integrated with other corporate strategies, and what such integration entails?, and (2) are there business and social benefits as accruing by the application of more sophisticated CSR by a football club? If yes, what are they? The case of Falkirk FC provides additional understanding on how a football club can maintain or leverage CSR-related benefits and diminish CSR-related risks in a long-term perspective. In addition, it sought to determine a number of unique tangible and intangible capabilities football management may share and could/should apply in the pursuit of more sophisticated and effective CSR. Before explaining further the potential methodological implications of these three overlapping studies on the overall design of this research, it is of importance to consider each study independently. Since each study was focused on different contexts for analysis (international, national and organizational), a detailed view of each design is required. Thus, the next sections provide detailed information on each study design separately.
100 4.4 S TUDY 1 CSR C OMMUNICATION IN THE G-25 F OOTBALL C LUBS In order to investigate the matter of CSR and its characteristics in professional football clubs from an international perspective whilst encompassing its national characteristics, a case research design was adopted that draws on secondary data collected across selected leading football clubs (named as the G-25). This qualitative approach uses content analysis (in a similar fashion as to Breitbarth and Harris, 2008; Hsieh and Shannon, 2005) and focuses on two corporate channels for CSR communication, that of official websites and annual CSR reports. There are several reasons why these communication channels were chosen. The importance of websites as a means of drawing conclusions about a club’s overall communications has been confirmed in previous CSR research (e.g. Pollach, 2005; Maignan and Ralston, 2002); whereas the use of CSR reports is growing in significance amongst scholars and managers (e.g. Idowu & Towler, 2004; Tschopp, 2005; Idowu & Papasolomou, 2007). These message channels were chosen since they conveniently contain a variety of CSR information purposefully designed to communicate CSR to diverse legal and social stakeholders (from definition and motives to applications and outcomes), and because they reflect the organization’s approach to, and perceptions towards CSR, in both a national and international context. The data collection procedures and basic assumptions for analysis are discussed in detail at Chapter 5.

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