Responsabilidade social corporativa no futebol: relações entre clubes profissionais e comunidades locais na Espanha e no Brasil
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Citações na Scopus
Tipo de produção
Dissertação
Data
2023
Autores
Nishida, E.
Orientador
Demajorovic, Jacques
Periódico
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Citação
NISHIDA, E. Responsabilidade social corporativa no futebol: relações entre clubes profissionais e comunidades locais na Espanha e no Brasil. 2023. 199 f. Dissertação (Mestrado em Administração de Empresas) - Centro Universitário FEI, São Paulo, 2023 Disponível em: https://doi.org/10.31414/ADM.2023.D.131613.
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Palavras-chave
Responsabilidade social da empresa,Comunidade,Futebol
Resumo
A partir dos anos 1990, o futebol profissional inicia um processo de transformação dos clubes das grandes ligas europeias em empresas globais, sendo os processos de tomada de decisões cada vez mais pautados pelos interesses financeiros e de marketing. Ao mesmo tempo, os crescentes escândalos relacionados a casos de racismo, violência e corrupção aumentam a pressão por mudanças profundas em sua estrutura de governança associadas aos programas de Responsabilidade Social Corporativa (RSC). Um dos propósitos da RSC é a reconstrução da relação do clube com a comunidade local que, muitas vezes, está na origem de seu desenvolvimento, mas que se encontram distanciados como resultado da globalização. O objetivo da pesquisa foi analisar de que forma a RSC no futebol influencia a relação entre clube profissional e comunidade local, considerando-se o contexto de um país desenvolvido (Espanha) e de um país em desenvolvimento (Brasil). A abordagem metodológica adotou a revisão da literatura para definição de categorias analíticas (econômica, político-integrativa e ético-emocional) e o estudo de múltiplos casos, mediante análise documental e entrevistas qualitativas com representantes e stakeholders de um clube espanhol e outro brasileiro. Os resultados mostraram que as ações de RSC orientadas à comunidade se contrapõem à industrialização e contribuem para a reconciliação entre clube e comunidade (mais na Espanha, do que no Brasil). O aspecto ético-emocional assegura o vínculo entre as partes, mas abriga os fatores que podem desencadear a mobilização social da comunidade. À medida em que a relação entre clube e comunidade se fortalece, paradoxalmente, devido às ações de RSC ou pela mobilização social, supõe-se que a desconfiança e o enfrentamento das decisões organizacionais diminuem e que os aspectos econômicos e político-integrativos sejam induzidos pelos interesses da sociedade, tendo o clube o papel de agente de transformação social. Na prática, espera-se que os resultados possam guiar os clubes a planejarem ações de RSC orientadas à comunidade, bem como monitorar situações que possam acarretar a mobilização social
From the 1990s, professional football began a process of transformation of clubs in the major European leagues into global companies, with decision-making processes increasingly guided by financial and marketing interests. At the same time, growing scandals related to cases of racism, violence and corruption increase the pressure for profound changes in its governance structures associated with Corporate Social Responsibility (CSR) programs. One of the purposes of the CSR is the reconstruction of the club’s relationship with the local community, which is often at the origin of its development, but which are distanced as a result of globalization. This research aimed to analyze how CSR in football influences the relationship between professional club and local community, considering the context of a developed country (Spain) and a developing country (Brazil). The methodological approach adopted the literature review to define analytical categories (economic, political-integrative and ethical-emotional) and the study of multiple cases, through documentary analysis and qualitative interviews with representatives and stakeholders of a Spanish club and a Brazilian one. The results showed that community-oriented CSR actions oppose industrialization and contribute to the reconciliation between club and community (more in Spain than in Brazil). The ethical-emotional aspect ensures the bond between the parties, but it houses the factors that can trigger social mobilization from the community. As the relationship between club and community is strengthened, paradoxically, due to CSR actions or social mobilization, it is assumed that distrust and confrontation of organizational decisions decrease and that the economic and political-integrative aspects are induced by the interests of society, with the club as an agent of social transformation. In practice, it is expected that the results can guide clubs to plan community-oriented CSR actions, as well as monitor situations that may lead to social mobilization
From the 1990s, professional football began a process of transformation of clubs in the major European leagues into global companies, with decision-making processes increasingly guided by financial and marketing interests. At the same time, growing scandals related to cases of racism, violence and corruption increase the pressure for profound changes in its governance structures associated with Corporate Social Responsibility (CSR) programs. One of the purposes of the CSR is the reconstruction of the club’s relationship with the local community, which is often at the origin of its development, but which are distanced as a result of globalization. This research aimed to analyze how CSR in football influences the relationship between professional club and local community, considering the context of a developed country (Spain) and a developing country (Brazil). The methodological approach adopted the literature review to define analytical categories (economic, political-integrative and ethical-emotional) and the study of multiple cases, through documentary analysis and qualitative interviews with representatives and stakeholders of a Spanish club and a Brazilian one. The results showed that community-oriented CSR actions oppose industrialization and contribute to the reconciliation between club and community (more in Spain than in Brazil). The ethical-emotional aspect ensures the bond between the parties, but it houses the factors that can trigger social mobilization from the community. As the relationship between club and community is strengthened, paradoxically, due to CSR actions or social mobilization, it is assumed that distrust and confrontation of organizational decisions decrease and that the economic and political-integrative aspects are induced by the interests of society, with the club as an agent of social transformation. In practice, it is expected that the results can guide clubs to plan community-oriented CSR actions, as well as monitor situations that may lead to social mobilization