A Study On Scottish Football Clubs

1794 Words8 Pages
The focus of this study is on Scottish football clubs that competed in the top two tiers of the league during the 2014-2015 season, using two club interviews to gain a further insight. It was made clear in the conclusions of the literature review that the contribution of CSR activities by Scottish football clubs to the ‘game’ in Scotland was not clearly understood and so therefore this study contained three consecutive objectives. These were to: 1. Investigate the CSR measures adopted by Scottish professional football clubs between August 2014 and July 2015, as well as on club websites in July 2016, to distinguish what kind of social and environmental initiatives have been launched. 2. Evaluate the similarities and differences between…show more content…
Additionally, the issue of potential limitations and problems with the chosen strategy will be discussed, along with any implications this may have had. Research Strategy A case study approach was chosen as the research strategy. Yin (2013) describes a case study as: ‘…an empirical inquiry that investigates a contemporary phenomenon within its real-life context, especially when the boundaries between phenomenon and context are not clearly evident’ It is of particular use when the area of investigation is less well developed (Eisenhardt, 1989), using this methodology allows for multi-level analysis to be carried out in terms of this study secondary data analysis and employee interviews. This research is concerned with an in-depth study of the priorities and motivations behind why Scottish football clubs in particular, participate in CSR activities and will continue to do so in the future. For example, the review of the literature showed clearly that corporate social responsibility is an essential aspect of continued added value to a sports team, however it does not explain how football clubs prioritise their social and/or environmental projects or combat the theory of sports organisations using CSR for financial gain. Furthermore, the literature review states that stakeholder theory plays an important part in the decision making processes within football clubs, yet there is no firm evidence to suggest
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