企業社會責任與運動治理－土耳其之案例

Abstract

隨著環境越來越競爭，企業為了追求永續經營，開始重視企業社會責任的落 實。運動因為具備形象年輕、健康、可觸及性高等特性，使其深受企業青睞，做 為落實企業社會責任的媒介。運動企業社會責任大致分為非運動相關組織透過運 動做的企業社會責任，以及運動組織本身之企業社會責任二種。過去研究發現， 企業透過運動落實企業社會責任可以提升企業品牌形象、品牌信任，進一步提升 購買意圖，但卻鮮少探討企業講求為內部、外部利益關係人營造更高品質的生 活，同時兼具環境與社區發展，才是社會責任的本質。本文將企業社會責任的概 念與運動治理結合，強調組織本身的透明、責信、與利益關係人之互動等，也是 組織落實企業社會責任不可或缺的一環。另外，本文也以土耳其的例子，分別分 析土耳其非運動相關組織與運動組織落實的企業社會責任，以及大型集團將組織 治理概念導入企業社會責任的案例，供未來學術研究以及組織實務參考。

As the environment becomes more and more competitive, companies are beginning to pay attention to the implementation of corporate social responsibility in pursuit of sustainable management. Because of its young, healthy and accessible nature, the sport is deeply favored by enterprises and serves as a medium for fulfilling corporate social responsibility. Sports corporate social responsibility is broadly divided into two types: corporate social responsibility by non-sports-related organizations through sports, and corporate social responsibility of sports organizations themselves. In the past, it was found that enterprises can enhance their brand image and brand trust through the implementation of corporate social responsibility, and further enhance the purchase intentions. However, they rarely discuss the company`s efforts to create a higher quality of life for internal and external stakeholders. With the development of the community, it is the essence of social responsibility. This paper combines sport governance and corporate social responsibility, emphasizes that transparency of the organization itself, accountibility, and the interaction with the stakeholders are also an indispensable part of the organization and implementation of corporate social responsibility. In addition, this paper also analyzes the corporate social responsibility of non-sports-related organizations and sports organizations in Turkey, and the case of large-scale groups introducing organizational governance concepts into corporate social responsibility for future academic research and organizational practice.