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När idrottsorganisationer tar ansvar: kommunikation och aktiviteter som påverkar medlemmar och samhälle.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Alternative title
When sports organizations take responsibility : communication and activities that affect members and society. (English)
Abstract [sv]

Den forskning som finns om hållbarhet är utförlig och det finns skillnader mellan perspektiven och betydelserna. Människor är nuförtiden mycket medvetna om hållbarhet och det ger organisationer en möjlighet att inkludera det i sitt arbete. Därför gjordes denna studie; för att utforska hur IF Elfsborg och Göteborg HC, som sportorganisationer, arbetar med denna aspekt och hur de kommunicerar det till samhället och sina medlemmar. Den här studien syftade till att utforska koncepten social hållbarhet och socialt ansvar genom att studera två idrottsorganisationer. För att hitta kunskapen om hur idrottsorganisationerna kommunicerar dessa koncept har studien följt en komparativ design med en kvalitativ forskningsstrategi. En modell skapades sedan för att vidare stötta förståelsen för kommunikationsstrategier och social hållbarhet och socialt ansvar och vad de ger och bidrar med till samhället. Detta ledde till en analys genom modellen. Den empiriska datan har samlats in genom semistrukturerade intervjuer med de berörda parterna. Genom att intervjua IF Elfsborg och Göteborg HC har information samlats in gällande deras arbete och strategierna de använder för att arbeta med hållbarhet. Det finns flera olika kommunikationsstrategier såsom Corporate Social Responsibility (CSR), Cause Related Marketing (CRM) och Corporate Sustainability Strategy (CSS) men båda idrottsorganisationerna använder enbart CSR som ett verktyg i sitt arbete mot hållbarhet. Det är viktigt att organisationer har kunskap om hållbarhet och aspekterna det inkluderar för att kunna implementera kommunikationsstrategier.  

Abstract [en]

The research on sustainability is immense and there are often differences between the perspectives and the meanings. People nowadays are very aware of sustainability and this gives organizations a bigger opportunity to include this in their work. That’s why this study is written; to explore how IF Elfsborg and Göteborg HC, as sport organizations, are working with this aspect and how they are communicating it to the society and their members. This study aimed to explore the concept of social sustainability by studying two sports organizations. To obtain the knowledge of how the sport organizations communicate these concepts the study followed a comparative design with a qualitative research strategy. A model was then created to further support the understanding of communication strategy and social sustainability and what it brings out and contribute to society with. This lead to an analysis through the model. The empirical data has been collected through semi-structured interviews with the concerned parties. By interviewing IF Elfsborg and Göteborg HC, information about their work and strategy of working with sustainability and communication was collected. There are multiple communication strategies such as Corporate Social Responsibility (CSR), Cause Related Marketing (CRM) och Corporate Sustainability Strategy (CSS) but both organizations only uses CSR as a tool in their work towards sustainability. It is important that organizations have knowledge about sustainability and the aspects it includes to be able to implement communication strategies. 

Place, publisher, year, edition, pages
2019.
Keywords [en]
Sport Organisation, Corporate Social Responsibility, Sustainability, Social Sustainability, Social Responsibility, Communication
Keywords [sv]
Idrottsorganisationer, Corporate Social Responsibility, Hållbarhet, Social Hållbarhet, Socialt Ansvar, Kommunikation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-22401OAI: oai:DiVA.org:hb-22401DiVA, id: diva2:1384514
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2020-01-10 Created: 2020-01-10 Last updated: 2020-01-10Bibliographically approved

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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
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  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf