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Abstract(s)
O objetivo deste estudo foca-se na compreensão dos motivos pelos quais as empresas apoiam/patrocinam ações ou projetos de cariz social relacionados com o desporto. Para tal foi aplicado um questionário presencial a empresas da Região da Beira Interior (N= 80), e que operam em diversos setores económicos, de forma a analisar se razões ligadas ao empreendedorismo e/ou responsabilidade social corporativa estão na origem desse envolvimento. O questionário foi composto por cinco dimensões de análise: inovação e criatividade; motivação; responsabilidade social; imagem; e vendas/dinheiro.
Através de uma análise fatorial exploratória, analisou-se a confiabilidade dos factores, através do qual se dividiu os 19 itens em 4 fatores: manter clientes e motivar funcionários; inovação e criatividade; imagem da empresa; e responsabilidade social. A análise de correlações mostrou correlações fortes entre a motivação dos funcionários e a sua identificação com a empresa e entre a alteração pública sobre a conduta da empresa que combate a publicidade negativa que possa ter.
O principal motivo apontado pelas empresas para apoiarem ações ou projetos desportivos de natureza comunitária é o de que acreditam que todo o tipo de empresas tem responsabilidade social, sendo o ganhar dinheiro é o último motivo apontado quando pensam em envolver-se neste tipo de iniciativas.
É possível concluir que se as empresas mostrarem ações de responsabilidade social, permite-lhes melhorar o seu posicionamento no mercado e consequentemente manter clientes e motivar funcionários.
The aim of this study focuses on understanding the reasons why companies support/sponsor actions or social-oriented projects related to sport. For such a questionnaire in person was administered to companies of Beira Interior Region (N=80), and operating in various economic sectors, in order to examine whether grounds of social entrepreneurship and/or corporate social responsibility are at the origin of this involvement. The questionnaire was composed of five dimensions of analysis: innovation and creativity; motivation; social responsibility; image; and sales/money. Through an exploratory factor analysis, analyzed the reliability of factors, through which it divided the 19 items in four factors: keeping customers and motivate employees; innovation and creativity; company image; and social responsibility. The correlation analysis showed strong correlations between employee motivation and their identification with the company and between public changes on the conduct of the company that that fights negative publicity that may have. The main reason pointed out by the companies to support sports actions or projects of community nature is that believe that all kinds of companies have social responsibility, and the make money is the last reason mentioned when they think of getting involved in this kind of initiatives. It is possible to conclude that if companies show responsibility, allows them to improve their market position and consequently retain customers and motivate employees.
The aim of this study focuses on understanding the reasons why companies support/sponsor actions or social-oriented projects related to sport. For such a questionnaire in person was administered to companies of Beira Interior Region (N=80), and operating in various economic sectors, in order to examine whether grounds of social entrepreneurship and/or corporate social responsibility are at the origin of this involvement. The questionnaire was composed of five dimensions of analysis: innovation and creativity; motivation; social responsibility; image; and sales/money. Through an exploratory factor analysis, analyzed the reliability of factors, through which it divided the 19 items in four factors: keeping customers and motivate employees; innovation and creativity; company image; and social responsibility. The correlation analysis showed strong correlations between employee motivation and their identification with the company and between public changes on the conduct of the company that that fights negative publicity that may have. The main reason pointed out by the companies to support sports actions or projects of community nature is that believe that all kinds of companies have social responsibility, and the make money is the last reason mentioned when they think of getting involved in this kind of initiatives. It is possible to conclude that if companies show responsibility, allows them to improve their market position and consequently retain customers and motivate employees.
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Keywords
Desporto Empreendedorismo Social Responsabilidade Social Corporativa