UK Sports Sponsorship: Fair Play or Foul?

Sport sponsorship is a growth area which is under-researched yet which displays opportunities and threats for both sponsor and sport, as well as having important ethical implications. If sponsorship funding is to be attracted, sports need to supply evidence of the opportunities for sponsors; yet "sport also needs to ensure that the negative aspects of sponsorship are reduced and the positive encouraged." Marylyn Carrigan has a background in banking and export marketing and is currently Lecturer in Marketing and International Marketing at the Business School, The University of Birmingham, Edgbaston, Birmingham B15 2TT, England, where she also researches the areas of Corporate Philanthropy and Sport and Leisure Marketing. Her husband worked in industry before graduating in Sports Studies and Business, and currently works as a Youth Worker for the City of Birmingham Department of Leisure and Community Services with research interests in Sport and the 50+ leisure market.     

A Cross-Cultural Investigation of the Ethical Dimensions of Alcohol and Tobacco Sports Sponsorships

While the sport industry has grown into a multi-billion dollar international business with unique ethical concerns, there is little empirical research examining the ethics involved in sport sponsorships, especially sponsorship of alcohol and tobacco brands. This study investigates the potential influence of culture and gender on future practitioners' willingness to work in the tobacco and alcohol sport sponsorship areas. The nature of the relationship between sports, alcohol and tobacco is reviewed, along with past research on variables noted to influence ethical decision making. Three hypotheses are investigated for differences between American and Australian students. A cultural difference in ethical perceptions is supported, while gender differences are not significant. The implications of these findings are discussed, along with the study's limitations and future directions for ethics research in sport marketing.     

Acceptability and Ethics of Product Placement in Sport Video Games

Product placement in sport video games is an emerging area of marketing and advertising communication, but it also raises controversial ethical issues. In order to investigate these issues from a consumer perspective, this study examines the perceptions of the acceptability of product placement in sport video games (SVGs). Data were gathered from 253 sport video gamers using an online survey. The results indicate that while sport video gamers generally have favorable attitudes toward product placement in sport video games, ethically-charged products such as alcohol, cigarettes, and guns are perceived as less acceptable than other products. Individual differences among sport video gamers are found based on their related attitudes, hours of playing sport video games, and gender. Also, sport video gamers who have favorable attitudes toward product placement, in general, are more likely to intend to purchase a product or brand which may be placed in sport video games.     

Putting sport into organizations: The role of the accountant

This paper examines how organizations can promote in their employees similarly high levels of interest, motivation, and fun that participants in sports commonly experience. Particular emphasis is placed on the role accountants can play in using what this paper terms hygiene and elevating factors. Hygiene factors ensure the fair and transparent recording of financial events; without them, the sport of work cannot occur. Elevating factors allow employees to experience their work as fun and enjoyable, and ultimately provide the basis for a high-quality game of work. In helping to put sport into work, accountants will find themselves creating systems that go well beyond what they have done in the past, and dismantling some of the systems they once worked so hard to construct and oversee.     

奥运背景下秦皇岛体育产业发展对策研究

本文认为,秦皇岛体育产业在区域和基础设施等方面具有明显的比较优势,但也存在专业人才缺乏等劣势;从外部环境看,秦皇岛体育产业正面临着奥运会所带来的机遇,同时也面临着区域竞争的威胁。秦皇岛市应加强政府宏观调控,将体育产业纳入经济发展规划,制定完善的发展战略;进一步完善体育产业政策,为体育产业的发展提供政策保障;转变观念,积极培育多元化体育市场;发挥资源优势,大力发展体育旅游;实施人才战略,为体育产业的发展提供人才保障。     

An assessment of ethical obligation and self‐identity in ethical consumer decision‐making: a structural equation modelling approach

Research has supported the addition of ethical obligation and self‐identity to models of consumer decision‐making in ‘ethical’ contexts. The particular placement of ethical obligation and self‐identity within a model of ethical consumer decision‐making remains unclear. Are these measures an antecedent to attitude or behavioural intention? This paper presents findings from a large scale survey of ethical consumers that explores, through structural equation modelling, the specific placement of these measures within a validated model of ethical consumer decision‐making, which uses the theory of planned behaviour as an initial framework. This research is examined within the ‘ethical’ context of fair trade grocery purchasing. (Fairly traded products are those purchased under equitable trading agreements, involving co‐operative rather than competitive trading principles, ensuring a fair price and fair working conditions for the producers and suppliers.)     

Corporate Governance and Codes of Ethics

As a result of recent corporate scandals, several rules have focused on the role played by Boards of Directors on the planning and monitoring of corporate codes of ethics. In theory, outside directors are in a better position than insiders to protect and further the interests of all stakeholders because of their experience and their sense of moral and legal obligations. Female directors also tend to be more sensitive to ethics according to several past studies which explain this affirmation by early gender socialization, the fact that women are thought to place a greater emphasis on harmonious relations and the fact that men and women use different ethical frameworks in their judgments. The goal of this paper is to determine the influence of these characteristics of the Board in terms of promoting and hindering the creation of a code of ethics. Our findings show that a greater number of female directors does not necessarily lead to more ethical companies. Moreover, within Europe as a continent, board ownership leads to an entrenchment of upper-level management, generating a divergence between the ethical interests of owners and managers. In light of this situation, the presence of independent directors is necessary to reduce such conflicts.     

Ambush marketing: The ethical issues

Ambush marketing is now, for some companies, a strategic alternative to formal association through the purchase of legitimate sponsorship rights. Research evidence indicates that this ambush activity may damage sponsors' events and even the interests of sports governing bodies and individual sports people. Legal issues clearly arise, but the body of case law is as yet slight. Discussion often focuses on property rights, but these too can be problematic if a major sports event of popular cultural significance is concerned. Four ethical perspectives—utilitarianism, duty-based ethics, stakeholder analysis, and virtue ethics—can provide a framework for the debate on the ethics of ambush marketing. A range of possible actions to create more ethical commercial sponsorship are identified and briefly evaluated. In particular an international code of conduct for event sponsorship seems to be an idea whose time has come. © 1998 John Wiley & Sons, Inc.     

An Exploration of Opportunities for the Growth of the Fair Trade Market: Three Cases of Craft Organisations

Businesses that maintain ethical standards have an advantage in the marketplace based on the increasing interest of consumers in products that have a social and ethical component. Fair trade organisations that adopt environmental, social and ethical principles in trading are in a good position to make the most of this growing interest in the market. However, it is unclear whether fair trade organisations are taking full advantage of emerging market opportunities for ethically traded products. This research explores this issue by describing the business strategies of three fair trade organisations that import and sell craft goods into Western countries and evaluates them in the context of this growing market. The research findings indicate that in order to remain in business, fair trade craft organisations have had to adopt better business practices in recent years, improving quality, customer service and product offerings to customers. However, growth appears to be limited, as distribution remains focused on a small, niche market. This paper explores the distribution strategies of two fair trade commodity organisations that are successfully reaching a wider customer base, demonstrating that fair trade products have a unique selling advantage in the mainstream marketplace. In conclusion, fair trade craft organisations are not exploiting this market opportunity to the degree they should and will need to explore wider distribution and alternative business strategies to expand their market share.Debora Randall completed her Masters of Management at Massey University, in Auckland, New Zealand. She is currently using her interests in business and community development to work towards practical economic solutions to poverty. She is living in Vancouver, Canada where she is working on a number of community economic development initiatives.     

竞争政策与企业发展环境

作为市场竞争规则的竞争政策对于建立和维护正常的市场竞争秩序,有效地保护和鼓励正当竞争,正常发挥竞争机制的作用,保障社会主义市场经济健康发展具有重要意义。企业的发展离不开其所依赖的外部环境,企业的外部环境是多方面的,具有关联性和不稳定性。政府的竞争政策为企业制定了＂游戏规则＂。在市场竞争中,政府作为竞技场中的裁判应该尽职尽责,既不能缺位,也不能越位和错位。     

From Impartial Advocates to Political Agents: Role Switching and Trustworthiness in Consultancy

Consultancy firms inform, advise, implement and mediate in their own interests and in the interests of their clients. We can only guess if their work is also in the interest of the public. There is no critical and systematical assessment of the behavior of consultancy firms. What roles do consultancy firms chose? And what arguments do they use? In the nineties the international consultancy firm Hill &; Knowlton took on two assignments that showed a remarkable difference in the required role the firm had to play. In the first role the firm acted as an impartial advocate, in the second role the firm acted as a political agent. An analysis of the argumentation for both roles shows us the familair short-sighted choice for the annual turnover at the cost of internal and external trustworthiness. In this decade consultancy firms will need to develop ethical assessments that meet more professional standards.     

A Proposed Infrastructural Model for the Establishment of Organizational Ethical Systems

We define ethical system infrastructure as being composed of three major factors – means, motivation, and opportunity. Means are defined as organizational rules, policies, and procedures. Motivation focuses upon the values and the interests being pursued by the position occupant and the organizational value system, while opportunity is discussed in terms of the environment in which the dilemma occurs, proposing that position in the hierarchy presents its own unique set of ethical dilemmas. Ethical breeches are discussed in terms of the interactional processes among means, motivation, and opportunity. Finally, a sequential process is suggested to use the infrastructural components to institutionalize organizational ethics training and subsequent behavior.     

The role of ethical obligation and self‐identity in ethical consumer choice

Many variables have been proposed as additions to the theory of planned behaviour structure, and evidence exists to support the value of a measure of ethical obligation and self‐identity. Furthermore, some research has suggested that ethical obligation may serve as an antecedent to attitude as well as intention. This paper presents findings from a large scale survey that highlights the usefulness of ethical obligation and self‐identity in the prediction of intention. Additionally, the role of both these variables in the prediction of attitude is also suggested. This is examined within the ‘ethical’ context of fair trade grocery purchases. Methodological implications for further research are discussed.     

The Ethical Issues Confronting Managers in the Sport Industry

The sport industry is an extremely diverse industry, including segments such as professional sport, intercollegiate athletics, health and fitness, recreational sport and facility management. The industry is currently experiencing rapid growth and development, and as it grows, sport managers in the different segments encounter ethical issues which are often unique to each segment. This article examines the professional sport, intercollegiate athletics, health and fitness, recreational sport and facility management segments of the sport industry and discusses the various ethical issues facing managers in each of these segments.     

Ethical Audit Decisions: A Structuration Perspective

The public accounting profession has long relied on its reputation for integrity and veracity as justification for its professional status and monopoly privilege predicated on claims of acting in the public interest. If such status and privilege are to be justified and sustained, serious consideration of what constitutes ethical behavior, how such behavior is motivated as well as an explicit recognition of the rights and interests of affected parties constitutes an ethical imperative for the profession. Traditionally, work on ethics and auditing is quite narrow, failing to recognize the social context of individual actions, failing to identify the relevant constituencies of the profession, and failing to articulate processes through which the constituencies interests can be identified. Generally, the accounting literature has taken a cognitive perspective on ethical decision making which views the resolution of ethical dilemmas as primarily a function of the moral makeup of the actor responding within the context of the Code of Professional Conduct. The purpose of this paper is to broaden the theoretical base of ethical research, specifically within the area of professional accounting and more generally in the area of business. We propose the application of structuration theory in conjunction with stakeholder theory and a responsibility ethic. The application of stakeholder theory is a means for identifying affected constituencies. A responsibility ethic recognizes the situatedness of an individual within an ongoing professional community. Structuration theory provides a theoretical framework for articulating and investigating both the structures within which action is carried out as well as the interaction between the social structures and the actors. Taken together, the theories allow for an enhanced ability to define ethical behavior within a business context and to understand the contextual antecedents and consequences of ethical acts.     

Ethical Decision Making in Fair Trade Companies

This paper reports on a study of ethical decision-making in a fair trade company. This can be seen to be a crucial arena for investigation since fair trade firms not only have a specific ethical mission in terms of helping growers out of poverty, but they tend to be perceived as (and are often marketed on the basis of) having an "ethical" image. Eschewing a straightforward test of extant ethical decision models, we adopt Thompson's proposal for a more contextualist understanding rooted in ethnographic data. Our findings suggest that the fair trade mission of the firm is experienced as an over-riding ethical claim, which is often invoked to justify potentially ethically questionable decisions. Moreover, decision precedents emerge which can mean that the decision process is bypassed or hurried through. Finally we provide evidence that the significance of these precedents, and indeed, even moral intensity itself, could be actively shaped and constructed by organization members to support different, even shifting, conceptions of what is a morally acceptable decision for a fair trade company to make.     

Access to Major Events on Television under European Law

Technological developments within the broadcasting sector, the emergence of more commercially minded sports governing bodies, and an insatiable popular appetite to consume sport on television have resulted in a growing number of major sporting events being broadcast on pay-TV rather than on a free-to-air basis. The paper explores attempts to secure public access on free-to-air television through the provisions of Article 3a of the European Union’s Television Without Frontiers Directive and the changes introduced by the Audiovisual Media Services Directive. In doing so it assesses the consequences of the legislation on consumers, broadcasters, sports governing bodies, and other interested stakeholders. The regime appears to have wide support yet has attracted critical comment from those unable to identify clarity and justification in the choices made by the Community legislature. The paper broadly agrees with these concerns but focuses the attention on the reasons for choosing the regime. It argues that regulation is sustained by two contradictory arguments. First, it is defended on the grounds that the EU’s sports policy subsystem has become infected with single market and commercial norms which have undermined the socio-cultural basis of sport and contributed to a juridification of sport. In these terms, the access rules represent a defence of these traditional values. Second, they are defended on the grounds that, due to its specificity and public character, sport has been afforded a wide margin of appreciation by the EU and that the type of regulation allowed for is a down payment on this immunity and a reflection of the state’s stake in sport. Clearly both arguments cannot be simultaneously sustained. The paper explores these arguments by locating the analysis within the context of Sabatier’s advocacy coalition framework. The paper’s focus is limited to the impact on sporting events rather than other “major events” and it only briefly considers the issue of short reporting.

Organizational Leadership, Ethics and the Challenges of Marketing Fair and Ethical Trade

This article critically evaluates current developments in marketing fair trade labelled products and “no sweat” manufactured goods, and argues that both the fair trade and ethical trade movements increasingly rely on strategies for bottom-up change, converting consumers “one cup at a time”. This individualistic approach, which we call “shopping for a better world”, must, we argue, be augmented by more collectivist approaches to affect transformative change. Specifically, we look at the concept of mission-driven organizations pursuing leadership roles in developing affinity relationships to promote fair and ethical trade and developing ethical spaces. Increasingly, a range of organizations are restructuring their operations, so that their mission is reflected in ethical practices throughout their operations, including product sourcing and product sales. First, ethical purchasing policies operated by non-profits and public agencies represent markets through which fair/ethical products reach end consumers. The efforts discussed to create ethical spaces through direct democracy and electoral mandate build on a broad-based affinity with the principles of fair and ethical trade. Second, we explore the potential for “mission-driven” non-profit organizations, such as zoos and aquaria for merging their mission of conservation education with their marketing activities through the operation of their shops and cafés. Interesting initiatives to link the conservation message to food choices is being undertaken by a number of zoos and aquaria, while there is scope for increased linkages in the giftware sold in their shops.     

Ethics and Equity: Enforcing Ethical Standards in Commercial Relationships

Lawyers and the legal system have been much criticized in recent years. Despite popular perceptions, the legal system contains numerous mechanisms and rules designed to ensure fair results. This paper shows how the legal system tries to implement, in commercial transactions, the ethical principles of truthfulness and fairness. The Anglo-American development of Equity Courts is reviewed briefly. Several examples of the Law's enforcement of ethical principles are presented, in four different legal areas: Contracts, Securities, Goods, and Real Estate. The intent here is to present an overview of the problem, with area-specific illustrations, rather than a comprehenisve examination of the cases in just one area.     

Using role play to integrate ethics into the business curriculum a financial management example

Calls for increasing integration of ethical considerations into business education are well documented. Business graduates are perceived to be ethically naive at best, and at worst, constrained in their moral development by the lack of ethical content in their courses. The pedagogic concern is to find effective methods of incorporating ethics into the fabric of business education. The purpose of this paper is to suggest and illustrate role play as an appropriate method for integrating ethical concerns.Dr. Kate Brown is a senior lecturer in the Department of Finance and Quantitative Analysis at the University of Otago in Dunedin, New Zealand. She teaches financial management and a course in entrepreneurship and venture capital. Her research interests include corporate finance, regulatory economics, and issues in the teaching of finance.