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Value Co-Creation in Professional Sp...

Baker, Danielle Y.

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Value Co-Creation in Professional Sports: Corporate Social Responsibility to Build Brand Equity and Competitive Advantage.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Value Co-Creation in Professional Sports: Corporate Social Responsibility to Build Brand Equity and Competitive Advantage./
作者:	Baker, Danielle Y.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
面頁冊數:	217 p.
附註:	Source: Dissertations Abstracts International, Volume: 81-10, Section: A.
Contained By:	Dissertations Abstracts International81-10A.
標題:	Business administration. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27741965
ISBN:	9781658453356

Value Co-Creation in Professional Sports: Corporate Social Responsibility to Build Brand Equity and Competitive Advantage.
Baker, Danielle Y.

Value Co-Creation in Professional Sports: Corporate Social Responsibility to Build Brand Equity and Competitive Advantage. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 217 p.

Source: Dissertations Abstracts International, Volume: 81-10, Section: A.

Thesis (D.B.A.)--Capella University, 2020.

This item must not be sold to any third party vendors.

The intention of the study was to describe and explain strategies used in corporate social responsibility (CSR) initiatives in professional football organizations that could be used to generate shared value while enhancing brand equity and competitive advantage. Created shared value (CSV) encourages firms to expand core business models to make improvements to communities and the planet while increasing triple-bottom-line results. The business problem was that owners of U.S.-based professional football teams may not be using CSR as a strategy and core function of their business practices to build brand equity, gain competitive advantage, and create shared value. The research was guided by the following research question: How do NFL teams use CSR as a business strategy and as a core business practice? Participants for the study included executives and employees in professional football who support the CSR efforts of the organization. The sponsoring organization was used to recruit initial participants. Social media platform LinkedIn was used as an additional tool to recruit participants. Due to the niche design of the study and the participants with specific work experience with an NFL club, sports business professional groups also were contacted to receive permission to recruit participants from their respective platforms. Participants were recruited from groups that had a membership database of over 17,000 sport business professional members. Once interested parties responded to the initial recruitment, they were given an opportunity to opt out of the study after a screening interview was conducted to ensure that they met the criteria. Ten participants were interviewed virtually through Zoom technology to gather the insights and perceptions of CSR among executives and employees of the NFL and NFL clubs. The study also looked at the data provided by NFL clubs on their community activities, along with press releases and other internal documents provided by the participants. By exploring the areas of CSR, shared value, and strategy, a connection was sought between how the participants perceive how brand equity, competitive advantage, and ultimate co-created value is derived by the CSR activities of the NFL within the organization. Themes that emerged from the study were shared value, social responsibility, organization, activities, community, brand equity, youth, players, and impact. While it was apparent that NFL teams are highly engaged in socially responsible community activities, it is still unclear whether teams align their community activities to specific strategies to utilize the sport for community development. The research served to explore the phenomenon of value co-creation through the strategic uses of the NFL's CSR activities. The topic of value-co-creation is still underexplored and has room for further investigation. Additional research could be undertaken around the business value generated for sports clubs and the financial impact the CSR activities have upon NFL clubs as a result of the activities. Researchers can also explore the benefits an impact report generates financially for an NFL team versus the teams that do not generate or make publicly available their impact report.

ISBN: 9781658453356Subjects--Topical Terms:

3168311
Business administration.
Subjects--Index Terms:

Brand equity

Value Co-Creation in Professional Sports: Corporate Social Responsibility to Build Brand Equity and Competitive Advantage.
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