The definition above not only illustrates the case for a relationship aspect to CSR, but also
demonstrates that there is a leadership element involved as well. A similar association was
established in the quote below:
We are only as strong as our weakest community partner. Our business is
philanthropic teaching/helping others to improve their circumstances. (NHL & NBA VP of community relations)
Other statements that clearly fell into this category are “we must accept our team’s role as a
leader in the community” and “setting an example as a leader.” A more subtle understanding
of being a leader was discussed by several respondents who stated that the team served as a
“role model.” One team owner gave the following definition of CSR:
As the president of the [TEAM], I have tried to articulate our organizational policy as being of the highest order of ethical, moral and legal standards to which all of our constituencies can be proud. As the [LEAGUE] team for an entire region of the North American continent, we believe that we must serve as role models for the region. We believe it to be the organization's obligation to support worthy charitable and civic causes that affect our constituency in our geographic region. For a professional sports team, the [TEAM] believe[s] that starts at the top and extends down through our staff to and including our athletes on the field. We are all role models.
ETHICAL
The next two patterns that emerged from the data were two of the initial categories, and
the data supported that they did, in fact, occur. Although an ethical category is not easy to
discuss, several statements were made that could clearly be construed to fall into this
category. Some respondents stated an ethical responsibility outright, as did the respondent in
the previous example and the two listed below:
Ethical treatment of our employees/fans. Integrity in all aspects of our business. (MLB executive vice president of business operations)
Others, however, articulated statements that went above and beyond merely following the
law, yet not so far as to delve into a philanthropic area. These definitions were also
determined as ethical and are listed below:
It is the responsibility of a corporation to be involved within the community to better assist its society to function at the highest level and live up to its responsibilities as a good corporate partner. (MLB president, CEO, and general manager)
I think every company has a duty to be a giving and engaged "corporate citizen" just as every individual citizen has a similar duty. Companies should invest to improve the community in which employees and customers live. Companies should set standards for behavior and should creatively use all resources available to accomplish this goal. (MLB VP community outreach)
The commitment to all stakeholders to treat them with dignity and respect. (MLB senior VP business development)
The phrases “to better assist its society to function at the highest level,” “should set standards
for behavior,” and “to treat them with dignity and respect” suggest a general sense of values
that businesses should follow. Furthermore, the second definition above states that
companies and individuals have a “duty” to be giving. This duty is not legally mandated, but
is, perhaps, socially mandated. The definitions offered below, meanwhile, were ethical
because while they do not state a direct ethical assertion, they do imply that CSR is more
than just a philanthropic and legal responsibility.
The way in which an organization conducts business, its involvement within the community and its philanthropic impact. (NHL, executive director of team foundation)
The responsibility of a business to be a good community partner as well as a good employer. It means setting an example as a leader, and presenting a positive image through philanthropy, employment practices and all manners of conducting business. (MLB, executive director of team foundation)
Additionally, the example given below illustrates a case where the same phrase fell into
two different coding categories.
Being active and positive members of the community through financial and volunteer time giving. Contributions to nonprofit organizations, health and educational facilities, and youth programs are a priority. We must serve as a model organization within the market for fairness and equality in the organization. (MLB senior VP of marketing and communications)
The last statement contains the phrase “for fairness and equality in the organization,” and the
researcher saw this as both ethical and legal, which shows that some overlap can occur
between these two categories.
LEGAL
Though not as significant or prevalent as the philanthropic or ethical categories, a few
respondents mentioned a direct legal association within the CSR framework. One definition
offered a phrase which was vague in meaning, but held a legal overtone to it: “Corporate
social responsibility is an organization's obligation to assist the community in which it
resides in because said community has given that organization a license to operate,” said the
community relations manager of an NFL team. Another respondent stated that CSR could be
defined as “conducting business in a legal, ethical manner.”