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Advisor(s)
Abstract(s)
As empresas entendidas como agentes activos e determinantes das actividades económicas da sociedade têm uma grande responsabilidade no seu desenvolvimento. Deste modo, as empresas em interacção com a sociedade, devem ter um especial cuidado no que respeita à sua conduta, imagem e posicionamento na dimensão social em que se inserem.
De acordo com o estudo agora apresentado, os clubes de futebol revelam um elevado
interesse em incorporar na sua estratégia uma dimensão social, dado que esta conduta
estratégica lhes irá proporcionar retornos, nomeadamente, em termos de reputação,
credibilidade, notoriedade e imagem de marca, por parte dos stakeholders.
Os dois estudos de caso aplicados a clubes Espanhóis de referência internacional,
revelam a aplicabilidade da responsabilidade social corporativa e do marketing social na
gestão profissional de clubes de futebol.
Os resultados obtidos através de uma análise estratégica tridimensional sugerem que a
responsabilidade social corporativa influencia, positivamente, a performance dos clubes de futebol, na medida em que reforça a visibilidade, reconhecimento, imagem de marca e credibilidade. Os resultados mostram ainda que, associada a um aumento da
performance está uma maior diferenciação, relativamente, à concorrência e que se
baseia no estabelecimento de parcerias e na organização de programas sociais.
Neste sentido, a dimensão social permite aumentar os activos dos clubes de futebol, na
medida em que se trata de um importante activo intangível que é necessário aumentar,
para concretizar a estratégia de crescimento e desenvolvimento da imagem de marca das
organizações desportivas e, em especial, dos clubes de futebol.
The firms as active and determinant agents of the economic activities of society have a big responsibility in its development. Thus, the firms when interacting with society, should have a special care in what respects to their conduct, image and positioning in the social dimension where are inserted. According to the study now presented, the soccer clubs are highly interested in incorporating in their strategy a social dimension, since this will provide returns, namely, in terms of reputation, credibility, notoriety and brand image, on the part of the stakeholders. The two case studies applied to Spanish clubs of international reference, reveal the possibility of applying corporate social responsibility and social marketing in the professional management of soccer clubs. The results obtained through the use of a tri-dimension strategic analysis suggest that corporate social responsibility influences positively the performance of soccer clubs, since it reinforces the visibility, recognition, brand image and credibility. The results also show that associated with a performance increase, there is a bigger differentiation relative to the competitors that is based on the establishment of partnerships and the organization of social programs. In this sense, the social dimension provides the increase of the assets of the soccer clubs, since it is an important intangible asset, which is necessary to increase, for accomplishing the strategy of growth and development of brand image of the sportive organizations, and especially, of the soccer clubs.
The firms as active and determinant agents of the economic activities of society have a big responsibility in its development. Thus, the firms when interacting with society, should have a special care in what respects to their conduct, image and positioning in the social dimension where are inserted. According to the study now presented, the soccer clubs are highly interested in incorporating in their strategy a social dimension, since this will provide returns, namely, in terms of reputation, credibility, notoriety and brand image, on the part of the stakeholders. The two case studies applied to Spanish clubs of international reference, reveal the possibility of applying corporate social responsibility and social marketing in the professional management of soccer clubs. The results obtained through the use of a tri-dimension strategic analysis suggest that corporate social responsibility influences positively the performance of soccer clubs, since it reinforces the visibility, recognition, brand image and credibility. The results also show that associated with a performance increase, there is a bigger differentiation relative to the competitors that is based on the establishment of partnerships and the organization of social programs. In this sense, the social dimension provides the increase of the assets of the soccer clubs, since it is an important intangible asset, which is necessary to increase, for accomplishing the strategy of growth and development of brand image of the sportive organizations, and especially, of the soccer clubs.
Description
Keywords
Marketing social - Clubes de futebol Responsabilidade social corporativa