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CSR and Sport in Kenya. Another path to Development?

Svärdby, Frida LU (2012) MIDM71 20121
LUMID International Master programme in applied International Development and Management
Abstract
The pressure on businesses to act ethically and to get involved in the development area has increased. At the same time, the strength of sportsas a vehicle for development is highlighted from various worldly respected leaders and organizations. The research maps the emerging field of businesses responsibility, development andsport in Kenya. Fifteen companies, which operate in the Kenyan market, are investigated froman internal, external and philanthropic aspect. In addition, the relationship between businesses and two sport non-governmental organizations (sport NGO) is explored to assess theprospect for partnerships. The findings outlines that the inclusion of sport in the investigated businesses varies. The majority of the researched... (More)
The pressure on businesses to act ethically and to get involved in the development area has increased. At the same time, the strength of sportsas a vehicle for development is highlighted from various worldly respected leaders and organizations. The research maps the emerging field of businesses responsibility, development andsport in Kenya. Fifteen companies, which operate in the Kenyan market, are investigated froman internal, external and philanthropic aspect. In addition, the relationship between businesses and two sport non-governmental organizations (sport NGO) is explored to assess theprospect for partnerships. The findings outlines that the inclusion of sport in the investigated businesses varies. The majority of the researched companies are employing sport through team building activities, staff wellbeing, sponsorship, by fundraising sport events and through sport NGOs. Moreover, the two sport organizations are argued to be good implementers ofcorporate social responsibility (CSR). The research concludes that sport is considered a good tool for development but it should not be used to conceal companies’ core businesses. Sport can be utilized to a greater extent in the Kenyan context and it should be further integrated into businesses’ strategies. (Less)
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author
Svärdby, Frida LU
supervisor
organization
course
MIDM71 20121
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Business, CSR, Development, Football, Kenya, Mathare Youth Sport Association, Moving the Goal Posts, Sport, Sport NGOs
language
English
id
2543628
date added to LUP
2012-07-02 15:36:38
date last changed
2012-07-03 08:31:56
@misc{2543628,
  abstract     = {The pressure on businesses to act ethically and to get involved in the development area has increased. At the same time, the strength of sportsas a vehicle for development is highlighted from various worldly respected leaders and organizations. The research maps the emerging field of businesses responsibility, development andsport in Kenya. Fifteen companies, which operate in the Kenyan market, are investigated froman internal, external and philanthropic aspect. In addition, the relationship between businesses and two sport non-governmental organizations (sport NGO) is explored to assess theprospect for partnerships. The findings outlines that the inclusion of sport in the investigated businesses varies. The majority of the researched companies are employing sport through team building activities, staff wellbeing, sponsorship, by fundraising sport events and through sport NGOs. Moreover, the two sport organizations are argued to be good implementers ofcorporate social responsibility (CSR). The research concludes that sport is considered a good tool for development but it should not be used to conceal companies’ core businesses. Sport can be utilized to a greater extent in the Kenyan context and it should be further integrated into businesses’ strategies.},
  author       = {Svärdby, Frida},
  keyword      = {Business,CSR,Development,Football,Kenya,Mathare Youth Sport Association,Moving the Goal Posts,Sport,Sport NGOs},
  language     = {eng},
  note         = {Student Paper},
  title        = {CSR and Sport in Kenya. Another path to Development?},
  year         = {2012},
}