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Corporate Social Responsibility of the Portuguese Basketball Federation: Designing a strategy for the Sustainable Development Goals
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| 1.61 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Corporate Social Responsibility is increasingly playing an important role in society, and
sports organizations are not an exception. The expectations from the fans and the power that
sports can have in sensibilizing social issues, represent an opportunity for the organizations to
do better. This study analyses the current situation of the CSR of the Portuguese Basketball
Federation (FPB) and provides a suggestion of an action plan to respond to this necessity. The
data collection to the development of the strategy was made both qualitatively and
quantitatively. The qualitative analysis consisted of the research from existing reports, FPB’s
internal data and social media. An interview was conducted with the Head of Marketing,
Communication and Events to complete the available data and understand expectations. In
the quantitative part, a survey was applied to basketball agents with the goal of understanding
their perceptions on sustainability. The data was analyzed through SPSS by conducting a
descriptive and correlation analysis. Combining all the information, the strategy was built, by
joining on-going actions to new recommendations.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Portuguese basketball; Corporate Social Responsibility Sustainability Sports sustainability SDG 1 - No poverty SDG 2 - Zero hunger SDG 3 - Good health and well-being SDG 4 - Quality education SDG 5 - Gender equality SDG 6 - Clean water and sanitation SDG 7 - Affordable and clean energy SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption SDG 13 - Climate action SDG 14 - Life below water SDG 15 - Life on land SDG 16 - Peace, justice and strong institutions SDG 17 - Partnerships for the goals