Malmö University
Faculty of Education and SocietyDepartment of Sport Science
Bachelor Degree Thesis
15 creditsCSR, Glocalisation and Football
A comparison between American and Swedish football
CSR, Glokalisering och Fotboll
En jämförelse mellan amerikansk och svensk fotboll
ST 2015
Tim N. Rosell 910117
Sport science program 180hp Sport Management
2015-06-23
Examiner: Torbjörn Andersson Supervisors: Bo Carlsson and Gun Normark
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Preface
Growing up in segregated areas I discovered that sport is more than physical activity, it is a second language, enabling multicultural societies to converge. It is with this back-ground the CSR concept in sport appeals, how sport can give and ultimately be given something in return. Hopefully, this thesis will serve as organisational moderator for how CSR could be implemented and used in professional football clubs and leagues.
Conclusively, I would like to thank my supervisors, Bo Carlsson and Gun Normark for providing me with guidance and expertise throughout the process. I would also like to thank my respondents, Mr. David Tenney and Filip Lundberg, for enabling an insight in the world of professional football organisations.
Pleasant reading! _________________ Tim N. Rosell
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Abstract
Keywords: Globalisation, Americanisation, Europeanisation, Glocalisa-tion and CSR
Author: Tim Nathanael Rosell
Supervisors: Bo Carlsson and Gun Normark
Title: CSR, Glocalisation and Football - A comparison between American and Swedish football
Problem: In the restricted Swedish Sports model, clubs in Sweden aims attract sponsors, create revenue and gain an advantage over their competitors. The problem is finding an economic governance method compatible with the internal legislative system.
Purpose: The purpose is to illuminate globalisation processes in foot-ball and investigate the concept of CSR in the context of Se-attle Sounders and Djurgården IF.
Method: This thesis adopts a hermeneutical shoulder via a deductive approach. Thus, a literature review provides the basal under-standing of the subject and two case studies treat the theoret-ical framework. The two case studies, Djurgården IF and Se-attle Sounders, contextualise and treat the various concepts presented.
Conclusion: Although Djurgården IF and Seattle Sounders have different challenges regarding legislations, organisational structures and capital, they recognise the importance of CSR. Further-more, the case studies showed that the notion of CSR is glo-calised and that Americanisation is not a one-way process.
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Abstrakt
Nyckelord: Globalisering, Amerikanisering, Europanisering, Glokali-sering och CSR
Författare: Tim Nathanael Rosell
Handledare: Bo Carlsson och Gun Normark
Titel: CSR, Glokalisering och Fotboll – En jämförelse mellan ame-rikansk och svensk fotboll.
Problem: I den begränsade svenska sport modellen söker klubbar att attrahera sponsorer, skapa intäkter och vinna fördelar över sina konkurrenter. Problemet är att hitta en ekonomistyr-ningsmetod kompatibel med det interna regelverket.
Syfte: Syftet är att belysa gloaliseringsprocesser inom fotboll och undersöka CSR konceptet i kontexten av Seattle Sounders och Djurgården IF.
Metod: Den här uppsatsen antar en hermeneutisk ansats via en de-duktiv tillvägagångssätt. Således ger litteraturgenomgången en grundläggande förståelse för ämnet, där två fallstudier behandlar det teoretiska ramverket. Fallstudierna med Djur-gården IF och Seattle Sounders kontextualiserar och behand-lar de diverse begrepp som presenteras.
Slutsats: Även fast Djurgården IF och Seattle Sounders har olika ut-maningar gällande regelverk, organisatoriska strukturer och kapital medger de vikten av CSR. Vidare visar fallstudierna att CSR är glokaliserat och att amerikanisering inte är en en-vägs process.
6 Table of contents PREFACE ... 3 ABSTRACT ... 4 ABSTRAKT ... 5 TERMINOLOGY ... 8 DEFINITIONS ... 9 AMERICANISATION ... 9 CSR ... 9 EUROPEANISATION ... 9 GLOBALISATION ... 9 GLOCALISATION ... 9 MCDONALDISATION ... 10 1. INTRODUCTION ... 11
1.1DESCRIPTION OF THE SUBJECT ... 11
1.2PURPOSE ... 13
2. LITERATURE REVIEW ... 14
2.1INTRODUCING THE SUBJECT ... 14
2.2THE EUROPEAN AND NORTH AMERICAN SPORT MODEL ... 15
2.2.1 The European Model of sport organisation ... 15
2.2.2 The North America model of sport organisation ... 17
2.3CORPORATE SOCIAL RESPONSIBILITY ... 19
2.4THE CONCEPT OF AMERICANISATION ... 22
2.5FOOTBALL AND GLOBALISATION ... 23
3. THEORY ... 26
3.1CSR AS A THEORETICAL FRAMEWORK ... 26
3.2GLOBALISATION,FOOTBALL AND CSR ... 27
3.3THE GRANDIOSE FOOTBALL ... 27
3.4THEORETICAL REFLECTION ... 30
4. METHOD AND IMPLEMENTATION ... 31
4.1SCIENTIFIC APPROACH ... 31
4.2SELECTION ... 32
4.3DISCUSSION OF, AND EXPLANATION OF METHODOLOGICAL CHOICES ... 33
4.4ETHICAL ASPECTS ... 35
5. EMPIRICAL STUDY OF GLOBAL TENDENCIES ... 38
5.1HISTORICAL OVERVIEW OF ALLSVENSKAN ... 38
5.2CONTEMPORARY ALLSVENSKA ... 39
Table 5.2.1 – Allsvenska team placement and CSR activity on social media ... 40
5.3CASE –DJURGÅRDEN IF ... 42
5.3.1 In the perspective of Djurgården IF ... 43
5.4HISTORICAL OVERVIEW OF MLS ... 45
5.5CONTEMPORARY MLS ... 46
Table 5.5.1 - MLS teams placement and CSR activity on social media ... 47
5.6CASE –SEATTLE SOUNDERS ... 50
5.6.1 In the perspective of Seattle Sounders FC ... 51
6. ANALYSIS ... 54
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6.3THE EMPTINESS OF CSR ... 55
6.4AMERICANISATION +EUROPEANISATION =GLOBALISM ... 58
7. DISCUSSION ... 60
7.1SOLID ROOTS AND BRANCHING OUT ... 60
8. REFERENCES ... 62 WEBSITES: ... 63 MLS ... 64 Allsvenska ... 65 INTERVIEW: ... 66 APPENDICES: ... 66
A: Interview with David Tenney - Seattle Sounders FC ... 67
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Terminology
AB – Ltd.
CSR – Corporate Social Responsibility
FIFA – Federation Internationale de Football Association Football – The European usage of the word; Soccer MLB – Major League Baseball
MLPS – Major League Professional Soccer MLS – Major League Soccer
NBA – National Basketball Association
NASL – North American Soccer League (1968-1984) NFL – National Football League
SEF – Svensk ElitFotboll (Swedish Elite football Association) SvFF – Svenska Fotbollförbundet (Swedish Soccer Association) UEFA – Union of European Football Association
UEFA Cup – 1971-2009
UEFA Europa League - 2010 - Current
USL – United Soccer League (Unsanctioned league, not a part of USSF) USSF – United States Soccer Federation (Equivalent to SvFF)
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Definitions
Americanisation
The concept of Americanisation is further developed in the literature review and based on the article; I skuggan av NHL by Jyri Backman (2012). However, for this this thesis in particular, Americanisation is used to describe the capitalistic values, commercialism, consumer orientation, imagery and symbol relations in football.
CSR
According to Carrol (1991), Porter and Kramer (2006) and Normark and Persson (2009), Corporate Social Responsibility is a wide notion that exclusively refers to a cor-poration or organisations societal commitment. This thesis will focus on the common features between the articles; goodwill, branding, sponsorship and economics.
Europeanisation
In accordance with Andersson, Backman and Carlsson (2011), the concept of European-isation describes the adoption of European features by any non-European entity. For this thesis, Europanisation is describing democratic values, grassroots involvement and vol-untarism in football.
Globalisation
Giulianotti and Robertson (2004) address globalisation from the presumption that the world has grown denser and developed an increasing collective consciousness of the world as a whole. They further describe globalisation as an intricate process, which de-scribes complex similar patterns. For this thesis, globalisation is explicitly used as a generally describing concept for similar features in football.
Glocalisation
In accordance with Andersson, Backman and Carlsson (2011), the concept of glocalisa-tion describes a local and cultural contingent of any global phenomenon. For this thesis, glocalisation describes how CSR is implemented in football.
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McDonaldisation
According to Alvesson (2013), McDonaldisation is describing extensively standardised models, making processes more effective in order to suffice large quantities often on the expense of quality. Thus, McDonaldisation refers to an extreme form of Americansa-tion.
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1. Introduction
This section intends to provide a descriptive background of the thesis and it’s purpose, concluding in a discussion of the study’s intentional areas of focus.
1.1 Description of the subject
When observing international football it is more or less impossible to avoid seeing simi-larities or differences between global and local features.
For instance, Backman (2012, p.2-4) states that it is possible to see an on-going Americanisation within European sport, where especially Swedish ice hockey is cur-rently developing in an Americanisation process. This results in an increasingly com-mercialised appearance where the pursuit for a more pivotal organisation conflicts with current national legislations. This in turn tends to render in a search for new financial governmental methods in order to further legitimize their increasingly commercialiced business.
For example, the Swedish ice hockey is based on the Swedish sport model. Their re-ceptivity towards the Americanisation process, with the development of the offensive tackle-rule, widespread commercialism and the constructing of multi-arenas shows how Swedish ice hockey is influenced by American features. This is subsequently how Backman (2012, p.76) exemplifies the concept of Americanisation. Nonetheless, com-mercialisation and multi-arenas are characteristics one could also see trends of in foot-ball. However, is Americanisation a one-way process?
In relation to the restricted Swedish Sports model, based on voluntarism and the Sport Ltd governed elite, clubs in Sweden one could see tendencies to attract sponsors and gain an advantage over their competitors. It is here CSR governance fills the gap of social capital in relation to financial capitalism.
One of the more profound and contemporary examples of innovative economic gov-ernance and marketing could thusly be viewed in the different CSR projects that the Swedish Allsvenska club, Djurgården IF Football operates. According to their website (dif.se, 2015), Djurgården IF have since 2006 been engaging in community issues in different segregated suburban areas around the Swedish capital, Stockholm. Currently on their 15th consecutive season in the Swedish highest-ranking league, Djurgården IF and the CSR project DjurgårdsAndan has since 2006 developed and are currently con-taining a multitude of different societal involvements.
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In addition to publishing a sustainability report every two years since 2011, Djurgården IF works with hooligan prevention through the SLO project – Supporter Liaison Of-ficer, which is a communicative organ between the club and supporters in order to en-courage a positive climate around the stands.
Furthermore, Djurgården IF stands as the initiator to the pioneering project ENA-BLE, which is a collaboration between Djurgården IF, prominent researchers, support-ers and the police in order to ensure that Swedish football and all its associates work in the best way possible in the context of order and security, which, in conclusion could be viewed as an incentive towards a further legitimisation of commercialism within Swe-dish football.
Wright Mills sociological imagination, (Molnar and Kelly, 2013, p.14) enabled a wider comprehension of CSR in football by stating that the human understanding of her position in contemporary society, in relation to her history and biography enables her to change her social conditioning. Further, Mills (Molnar and Kelly, 2013, p.24) consti-tutes the significance of tact in relation to political ideas, behavioural norms, social structures and religion. This subsequently creates conditions for a broader contextual understanding of the Americanisation process and eventually ability to contextualise society processes in a cultural micro, and a structural macro-perspective.
Thus, Mills social imagination creates a possibility to see global trends for bench-marking and more explicit, CSR development processes in the Swedish Allsvenska as well as in the American MLS. CSR that is being gradually initiated in Swedish elite football as an incentive for further capitalism and commercialism can be seen as an Americanisation of football. Although in an American context, CSR could be seen as an Europeanisation of football as it refers to democratic and social values.
Conclusively, Wright Mills sociological imagination (Molnar and Kelly, 2013, p.13) relates to Backman’s (2012, p.4) thoughts on Americanisation. This enables a perspec-tive where one could see tendencies for a cultural and structural Europeanisation within the American MLS.
One of the more profound examples of contemporary organisational and cultural de-velopments in the MLS can be seen in the example of Seattle Sounders FC, which since its start in 2009 based their organisation on social branding. In competition with the 2013 NFL winner Seattle Seahawks and MBA team Seattle Mariners, the MLS expan-sion with Seattle Sounders needed to be well implemented in the community. Thusly, alongside the MLS works program, Seattle Sounders has developed a democratic
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plementation of the Alliance Council similar to the SLO project as well as a developed versatile community outreach programs in order to continue to establish the brand and organisation into the society and community.
1.2 Purpose
The purpose of this study is to illuminate globalisation processes and investigate how CSR I used in an American and Swedish context with the case of Seattle Sounders and Djurgården IF.
The questions this thesis aims to address is:
-‐ Is Americanisation a one-way process for commercialisation?
-‐ How is the concept of CSR glocalised in Djurgården IF and Seattle Sounders? -‐ How could CSR be further developed in sport?
In conclusion, the purpose of this thesis is to illuminate globalisation processes in foot-ball and in particular the American and Swedish context, which through the dialectic concept of Americanisation in European football discern tendencies for an Europeanisa-tion processes within the North American sport model. Thus, the theoretical concepts are the central aspect of this thesis in relation to a relatively small empirical attainment. Furthermore, this thesis aims to contribute with the analysis of these trends with the critic discourse “The Triumph of Emptiness” by Mats Alvesson.
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2. Literature review
In the section I present the articles used for a scientific orientation and description of the area of concern.
2.1 Introducing the subject
Primarily, in order to create a holistic understanding of MLS’s structure, a historical overview was conducted. Alongside MLS’s own website (MLSsoccer.com), Diane C. Taylor’s thesis “Aimed at the goal: The sustainability of Major League Soccer’s
struc-ture” and Robert M. Bernhard’s thesis “MLS - Designated Player Rule” created a
fun-damental understanding of the MLS’s structure, organisation and development both in a historical and a progressive perspective.
Even though neither of the articles has the historical aspect of MLS as their main fea-ture, both of them are published in the respected law journals (Willamette Sports Law Journal and Marquette Sports Law Review). Thus heightening their credibility regard-ing MLS history and structural progression.
Secondly, the historical overview of the Swedish highest-ranking league – Allsven-skan consist of a chronological order based on the Swedish Elite football Association (SEF) own admission, supplemented with a description of the Swedish sport model in relation to the globalisation process of Europeanisation, as stated by Andersson, Back-man and Carlsson (2013, p.189).
Furthermore, the primary object of the literature reviews is to dissect the articles rel-evance and relate them to the various concepts addressed. The European sport model is predominantly based on voluntarism and generally considered beneficial throughout Europe. However, the significant amount of football clubs that has commercialised and professionalised their organisation, as well as their league, could find themselves strug-gling with public legitimation.
Thus, Corporate Social Responsibility as an economic governmental method could be viewed as legitimising concept for commercialism and capitalism in sport. Conclu-sively, the introducing articles will primarily serve as reference to the reverse concept of Americanisation – Europeanisation, subsequently underpinning the globalisation analy-sis.
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2.2 The European and North American sport model
In order to compare the different organisational structure in European and North Ameri-can models of sports one primarily need to identify different factors signifiAmeri-cant for each model.The article “A comparison between the North American and European sport model”, (2008) by Willamette University law professor James A.R. Nafziger, is an overall de-scription over similarities and differences between North American and European or-ganisational structures in sport. Nafziger’s legal background permeates the article thus, giving it an American resonance.
Furthermore, the article’s profound simplicity amplifies the significant features in each organisational model of sport. Thus, accentuating the main feature of each sport model, giving a further depth for an analysis regarding the different structures of sport. Nafziger (p.9) analysis regarding if North American and the European sport model are gradually converging or continued divergent elevates this thesis questions regarding globalisation.
James AR. Nafziger (p.2) describes the differences in a macro perspective, which emphasise the contrast between the models of structure.
In relation to Nafziger (2008), Lars Halgreen (2004) provides a European view of the same subject with his book “European Sports Law: A Comparative Analysis of the
Eu-ropean and American Models of Sport”. Halgreen (2004) further argue that sport is
self-governed with a normative system, which is subsequently altering in relation to globali-sation, commercialism and professionalisation.
2.2.1 The European Model of sport organisation
The first of the six features implemented throughout Europe, as described by Nafziger (2008, p.2) is the comprehensive pyramid structure. Consisting of four integrated inter-dependent parts of professional and non-professional organisations, the pyramids fun-dament is based on autonomous and non-professional clubs.
The second level consists of the different regional federations within each country, where the different federations are responsible for organising competition among the constituent clubs in each sport.
Thirdly there are national federations that have the responsibility to oversee the work of the regional federations, organise the competition amongst clubs from different
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gions, staging national championships and regulate sports activity. Notable is the feder-ation’s monopolistic position in each sport where their self-regulatory autonomy is only subject to national legislation.
Lastly, the peak of the pyramid consists of the European federations, one for each sport in each country, monopolistic and autonomous however subject to rules estab-lished by international sports federations.
Nafziger (p.2) exemplifies through the Union European Football Association respon-sible for the organisation of European championships based on the rules of international sports federation, in this case is the Federation Internationale de Football Associations (FIFA).
To summarize the primary function of this pyramid structure is to facilitate an equi-table distribution of revenue among the constituent sports clubs in order to encourage mass participation and competitive balance.
The second feature, significant to the open European model of sport, as stated by Nafziger (p.2) is the system regarding promotion and regulations where clubs move up or down from year to year depending on their win-lose record. Nafziger (p.2) asserts that the purpose of the European system is to generally enhance competition.
The third feature, a strong commitment to voluntary grassroots leadership is accord-ing to Nafziger (p.4), another significant feature for the European sport model. Because of its socialising nature, creating vital bonds and breaking down social barriers in com-munities, the role of sport is idolised.
Fourthly, Nafziger (p.5) stipulates and emphasises the social significance of sport, creating patriotic and solidarity emotions. In contrast to the North American Sport mod-el, commitment to the national identity could be seen as a significant feature for the European sport model.
The fifth significant feature of the European sport model, Nafziger (p.5) highlights the European Commissions acknowledgement and argument regarding the psychologi-cal need for competitions and asserting sport as a suitable substitute for conflict. Sport and international competition promotes conflict without bloodshed and strengthens cul-tural diversity beneficial for national identity, regional peace and integration.
Lastly, Nafziger (p.5) summarize the five previous different features, significant for the European sport model, by a sixth feature containing negative aspects. These aspects could primarily be seen in the biproduct of competition and the formation of national
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identities, which, according to the European Commission through Nafziger (p.5), insti-gates ultra-nationalism, racism, intolerance, and hooliganism related to football.
Conclusively, in the perspective of Halgreen (2004), Nafziger’s thoughts regarding the European sport model comply with those of Halgreens, however where a European sport models approaches and takes influence from the North American commercialism and its normative structure. Subsequently, the immature commercialism relates to the normative structure and amateurism idealism where it is necessary to consider the EU involvement in the hegemony balance within European football. Thus, Halgreen (p.401) define the separate territories of the EU and the autonomy of European sport.
Nevertheless, Halgreen (p.401) argues that the legal structures differ significantly and that the North American model has more advantages than the European equivalent. This further relates to the argument that proactive legislation in order to compensate immature commercialism; similar to the North American sport model could be a posi-tive development. In an international perspecposi-tive, the European sport model’s legal de-velopment could be considered moderate where Halgreen (p.401) argue the North American legal system should provoke further discussion and development in the oth-erwise late and ignorant European model. Nevertheless, the European sport model con-stitutes sport as a socio-cultural dimension that consist of a mix of professional and am-ateur practitioners where the voluntarism ideal is worth defending as it is a large part of European society.
2.2.2 The North America model of sport organisation
Initially, in comparison with the European sport model of organisation, Nafziger (2008, p.6) highlights the idiosyncratic contour between professional and amateur sport as one of six significant features defining the North American sport model. According to Nafziger (p.6) the European sport model is induced in a vertically integrated pyramidal system where the North American on the other hand instigates an unintegrated system.
Secondly, Nafziger (p.6) highlights the role of schools and collages as the character-istic combination of academic education and sport as a significant and fundamental fea-ture of the North American sport model. It is further emphasised that this feafea-ture is to be regarded as an essential building block for both professional and non-professional ath-leticism within the North American sport model.
Another distinctive feature in the North American sport model, as described by Nafziger (p.6), is a closed system of competition. Generally 30-32 teams, autonomously
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governed by their co-opt membership, bound by obligations to the league. Thus, each team defined to be included face a small risk of expulsion provided they oblige them-selves to the framework of governmental regulations stated by the league.
Nafziger (p.7) further exemplifies by comparing the European promotion and relega-tion organisarelega-tion that instigates that there has to be teams in order to create a league, in comparison to the North American sport model which presupposes that there has to be a league in order to have teams.
In conclusion, the North American sport model constitutes that professional leagues is operated as joint ventures by constituent team owners, governed by mutual economic interests and co-optation. Furthermore, the protagonist roles of player unions place a substantial restraint on the hegemony of the owners thus deteriorating the otherwise capitalistic autonomy cartel.
In relation to the closed system of competition and the fact that professional leagues is owned and governed by its own members, Nafziger (p.7) stipulates commercial rea-sons as the primary force behind professional leagues.
In contrast to the European model of sport, the North American organisation empha-sises the importance of player and team restraints, particularly contractual restraints. Nafziger (p.7) further exemplifies by listing the draft system for player recruitment, salary caps, luxury and payroll taxes, and revenue sharing, synonymous with this signif-icant feature.
Lastly, Nafziger (p.7) argues that a developed bargain system of labour differs from the European sport model as a more integrated and essential part of the North American sport industry. This refers to the developed formal relationships defining the restraints on teams and players that are largely premised in labour agreements.
Conclusively, Halgreen (2009, p.401) argue that the commercialisation within the European model not necessarily relates to the Americanisation, however instead is a natural effect of professionalisation. Nonetheless, the European winner mentality where the winner takes all is widespread through European elite sports further affecting the horizontal solidarity between rich and poor clubs within a league, which is conspicuous with its absence
Secondly, Nafziger (p.9) highlights the both systems as striving for the right balance between competition and cooperation within the sport industry. Noticeable is Nafziger’s argument that finding the correct balance between a competitive organisation and social
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enterprises with no analogous models in other industries, is difficult, however, this de-scribes the current Swedish organisational structure of elite football quite well.
In conclusion, Nafziger’s (p.10) highlights a shared interest of competitive balance, however asserts both sport models seeking political and economic segregation in the sense of manipulative global lobbyism. Nafziger (p.10) further exemplifies his claim by referring to the European Commission securing an agreement, which limited the role of the international federation governing Formula One Racing, after complaints that the federation had been using its regulatory power to favor its own economic interests.
The book “European Sports Law: A Comparative Analysis of the European and
American Models of Sport” by Danish author Lars Halgreen, who is a partner at Johan
Schlüter law firm in Denmark, focus mainly on a comparative study between the Euro-pean and North American law systems in sport. However, in order to address the diver-gent law system one need to contextualise it with the glocalised organisational and nor-mative structures.
Furthermore, this book provides a European counterbalance to the North American point of view, provided by Nafziger (2008), regarding the differentiating sport models. Deriving from the legislative point of view, both authors contribute with an overall de-scription of the North American and European sport model.
2.3 Corporate Social Responsibility
The definition of CSR is diverse and, according to Carroll (1991, p.39), something that academics and practitioners have been debating since the early 1960’s. However, the descriptive pyramid constituted by Carroll, based on four perspectives provides a com-prehensive and functional view of how CSR can be implemented. Carroll (p.40) further argues that in order for CSR to be accepted by a conscientious businessperson it should be framed so that the entire range of business responsibilities are embraced.
Consequently, this frame consists of four interdependent features: economic, legal, ethical, and philanthropic.
Firstly, the economic aspect relates to the historical development of business as eco-nomic entities whose sole purpose was to provide goods and services for societal mem-bers, subsequently making an acceptable profit in the process. Carroll (p.41), claims that at some point the idea of profit got transformed into a notion of maximum profit and the economic interest overshined other business responsibilities.
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Secondly, Carroll (p.41) stipulates legal responsibilities as a dualistic symbiosis where society has not only sanctioned business according to the profit motive, however busi-ness is expected to comply with federal law and regulation, promulgated by federal, state, and local governments. Thus, corporations are expected to pursue their economic interest within the framework of the law as a partial fulfilment of the social contract. Carroll (p.41) further argues that the law stipulates a codified ethics, a code of conduct as it embodies a basic notion of fair operations.
Thirdly, as the economic and legal responsibility embodies the ethical norms about fairness and justice, Carroll (p.41) discerns the ethical aspect as it aims to embrace the activities and practices that are not codified into law. Furthermore, an ethical responsi-bility personifies the consumers, employees, shareholders, and the communities’ norms and notion of moral rights.
Fourthly, the philanthropic feature of Carrolls CSR-pyramid (p.41) instigates an in-centive or guidance for the corporations to be good business citizens in response to so-ciety’s expectations. Carroll (p.42) concretises with this aspect by alluding to the corpo-rative engagement in human welfare, social outreach programs, monetary or facility contributions etc. The distinction between ethic and philanthropic responsibility is that ethic is expected by society where philanthropic, in an ethic and moral sense, is not. Subsequently, Carroll’s CSR-pyramid (p.42) is depicted below.
Fig 2.3.1 Carroll’s pyramid of Corporate Social Responsibility
It is important to emphasise that the figure aims to give a clear and general description of CSR and will not be used in further analysis.
Furthermore, Porter and Kramer (2006, p.2) constitute CSR as something that has not been voluntary from the corporative perspective.
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For example, in line with media exposure of corporate abusive labour practises, corpo-rates are forced to respond. However, Porter and Kramer (p.2-3) argue that the most common response has neither been strategic or organisational, but cosmetic as it alludes to public relations and media campaigns.
Thus, corporates showcases CSR reports in a grandiose manner, emphasising on so-cial and environmental good deeds. According to Porter and Kramer (p.3) there are four arguments proponents use to make their case for CSR.
The moral obligations refer to the argument that companies have a duty to be good citizens and honours ethical values, respect people, communities and the natural envi-ronment as they strive to achieve commercial success.
The sustainability aspect alludes to environmental and community stewardship by which the aim is adequately compressed to the citation of the Norwegian Prime Minis-ter, Gro Harlem Brundtland: “meeting the needs of the present without compromising
the ability of future generations to meet their own needs”. (Porter and Kramer, p.3)
Furthermore, Porter and Kramer (p.3) constitute the notion of licence to operate as the fact that corporations need explicit permission from government, communities and stakeholders in order to do business. Lastly, reputation applies to a companies strive for image and brand building. Enliven morale and potentially even raise the value of its stock.
Consequently, in accordance with Porter and Kramer (p.5) the short-term result of an active CSR approach seem quite intangible, however, the long-term commitment ex-pects to build an immune system towards any unexpected events. Subsequently, as stat-ed by Porter and Kramer (p.5), the connection between consumer attitude and corporate good deeds is impossible to measure although an active CSR engagement could act as insurance towards consumers.
In a Swedish sport context, Normark and Perssons article: “CSR – Av, med och ge-nom idrott (2009)”, could be viewed as an incentive towards further research and state-ment for more tangible implestate-mentation. Deriving from a Swedish sport model point of view, Normark and Persson further defines CSR in Swedish sport via four main purpos-es: goodwill, branding, cooperation/sponsorship and non-profit organisations that want to reach out to a broader mass.
In summary and in accordance with Normark and Persson’s (2009, p.4) description of CSR in sport, the four main purposes could be explained and clarified as follows.
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Firstly, goodwill is identified as associations or clubs communicative incentive on its charitable nature on which they primarily seek social capital. This aims for clubs or as-sociations to seek further legitimacy for their charitable nature, financed with govern-mental funds.
Secondly, Normark and Persson (p.4) further argue that CSR could be viewed as a brand building activity. That means that clubs that engage themselves in CSR projects in order to positively enhance their image. CSR could therefore be used as a marketing strategy where the purpose is to create a positive image of the brand and club.
Thirdly, in relation to CSR as branding and image boosting, CSR could be used to at-tract new sponsors that want to be associated with positive image brands. Normark and Persson (p.4) underlines CSR as a way of attracting corporations to sport in order for them to relish on the good values accentuated through the European model of sport. Fourthly and finally, Normark and Persson (p.4) constitute CSR as a communicative incentive for non-profit organisations to reach out to a broader mass. This refers primar-ily to aid-organisations, which is dependent on external beneficiaries in order to survive however it is adequate to highlight in a Swedish sport context.
In conclusion, Normark and Persson (p.1) constitute CSR as a concept where the primary objective is to create capital. Situating the concept of CSR in a Swedish sport context, where elite organisation in Sweden distinguishes from the European sport model in the essence of legal authorities and restraints.
2.4 The concept of Americanisation
Backman’s (2012) licentiate dissertation “I skuggan av NHL” points out organisational differences in relation to otherwise similar social constructions and sport models regard-ing Swedish and Finnish ice hockey. Through the implementation of commercialisation in ice hockey, Backman (p.10) instigates that ice hockey exemplifies a contemporary Americanisation process within the European sport model.
In the Americanisation discourse, Backman (p.10) constitutes three initial features regarding the concept.
Firstly, Backman (p.10) argue that Americanisation is considered as a periphery rela-tion where the US as a political and economical superpower exports their culture, sub-sequently forcing their culture and values on other countries.
Secondly, Americanisation as a joint modernisation processes between Europe and USA where the significant features of contemporary modernisation are more clearly seen in
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the US. Backman (p.10) exemplifies through the emergence of modern consumer socie-ty characteristic for American sociesocie-ty.
Thirdly, Americanisation as a communicative incentive – mediation, where receiving countries translates values, symbols/imageries and ideas and conform them to their re-spective culture.
In conclusion, Backman (p.86) argues that commercialisation, as well as a higher level of professionalism in sport exemplifies the European sport model, especially ice hockey in Finland, as influenced by Americanisation. Thusly, creating a hybrid between the North American and the European sport model.
Even though the main focus is on Swedish and Finnish ice hockey and their organi-sational structure, its essence and implementation in European sport, in general, is easily transferable. Backman (p.86) conclusively argue that Swedish and Finnish ice hockey is adapting to an Americanisation process, regarding organisational structures and com-mercialisation.
2.5 Football and Globalisation
In the article – The Globalisation of Football, (2004, p.546) Richard Giulianotti and Roland Robertson address globalisation from the presumption that the world has grown denser and developed an increasing collective subjective consciousness of the world as a whole. This article is thusly used to describe and explain what constitutes globalisa-tion and glocalisaglobalisa-tion in football.
Further, Giulianotti and Robertson (p.546) argue that globalisation, is marked through a cultural “glocalisation” process where local cultures acclimatise different global cultural products to suit that specific cultures beliefs, need and costumes. This is emphasised through the description of globalisation as an intricate process where in different contexts one could discern complex similar patterns.
Giulianotti and Robertson (p.546-547) highlights globalisation and football as a re-sult of many different processes such as neo-liberalism, the free and variable market as well as pay-per-view television and the Internet, which is further described through the relationship between globalism and localism as the dualistic concept of glocalisation. In the later analysis, Giulianotti and Robertson (p.557) constitutes a progressive neo-liberalism, which on one hand results in a greater player transfer and subsequently af-fects club loyalty and on the other hand shows counter balancing tendencies in
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rate Social Responsibility and an increasing legislation from FIFA and other leading organs.
Furthermore, Giulianotti and Robertson (p.559) stipulate three kinds, institutional, political and intellectual, realignments that would be necessary in order for world foot-ball to become more democratic and prioritizing of humankind.
Firstly, Giulianotti and Robertson (p.559) suggest a reconstruction of the democratic symbiosis within the international governmental body FIFA. This, since the current Congress who meets biennially, has no preceding democratic procedure in order to elect congressional members. A rearrangement in the current patriarchal administration would, according to Giulianotti and Robertson (p.559), begin at national, grassroots level where election of congressional members and enablement of more regular con-gressional meetings, further democratise the system. A long-term utopia, in line with globalisation, could be non-national representative entities in Congress, such as women football groups, supporter associations and match representatives.
Secondly, Giulianotti and Robertson (p.559-560) argue for reordered football gov-ernance in order to prioritize democratic and humanitarian functions. Although FIFA’s global responsibilities and commitment towards developing countries has been recog-nized, these features still remains, in a financial aspect, trivial. Further, Giulianotti and Robertson (p.560) advocates a widespread financial project, focusing on local needs in order to encourage sport participation and health education. Subsequently, acquire a substantial in order to curb systematic exploitation of players from developing coun-tries.
Thirdly, in contrast to counterbalance the competitive nature of club competitions, which inevitably induces self-interest among club supporters, players and directors, Giulianotti and Robertson (p.560) stipulates an intellectual normative foundation on which distributive justice, global citizenship, and democratic political structural deci-sions were made. Thus, a reformed association based on an intellectual normative foundation empowers the democratic vision and discourage a consumption driven, mar-ket-orientated system.
In conclusion, Giulianotti and Robertson (2004) manifest globalisation through the interdependence and dynamics of global and local processes in sport where globalisa-tion is demonstrated through football as the epicentre of contemporary globalisaglobalisa-tion. Thus, making football analysis beneficial for the theoretical understanding globalisation as well as the sociological understanding of the game.
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Conclusively, The Globalisation and Football (2004), by Richard Giulianotti and Ro-land Robertson, display, through a holistic perspective, characterising local and global trends in football by which the authors relates to comprehensive societal globalisation processes.
Thus, in accordance with Gratton and Jones (2010, p.255) Giulianotti and Robertson uses the functionalistic theoretical framework of Emilé Durkheim, indicating a qualita-tive thesis.
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3. Theory
In this section I present the theoretical framework for this thesis
3.1 CSR as a theoretical framework
As a part of the theoretical framework, this thesis aims to contextualise and implement the concept of CSR. The theoretical foundation, which is based on previous research in the field of CSR by Carrol (1991) and Porter and Kramer (2006), aims to supply the reader with an overall description of the subject. The joint features with Carrol’s, Porter and Kramer’s as well as Normark and Persson’s description aims to clarify elements that are relatable to the sports scientific arena. Subsequently and furthermore, the con-cept of CSR is both complex and nuanced depending on which forum it is used. Through the economical perspective of Carroll (1991) and subsequently Porter and Kramer (2006), CSR ultimately refers to the philanthropic aspect of corporate activity.
For this thesis, in the context of sport, CSR is defined and concretised through the combined features of Carrol´s (1991) model, Porter and Kramer´s (2006) as well as Normark and Persson’s (2009) article “CSR – Av, med och genom idrott”. Thus, CSR is compressed to the following features; goodwill, branding, sponsorship and economics.
Through the mapping of CSR and how it is implemented in the Swedish elite foot-ball; which is based on the European model of sport, one enables the sociological un-derstanding of CSR as an instrument for economical governance. Thus, by drawing sim-ilarity to Durkheim’s functionalistic view, create a comparative and speculative base for this thesis. In accordance with Molnar and Kelly’s (2013, p.36) explanation of Durk-heim’s functionalism, the voluntarism based European model of sport could relate CSR as a consensus-based value on which the football society relates to.
More explicit, one could argue for the European sport model as a CSR project in it-self considering Nafzigers (2008, p.4) arguments regarding grassroots involvement as an incentive for breaking social barriers in communities. However, Normark and Peter-son (2009) assert that CSR in sport need to obtain certain purposes in order to be genu-inely addressed as CSR.
Thus, in order to elucidate CSR as a theoretical framework it is necessary to consider the functionalistic aspect of the concept.
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3.2 Globalisation, Football and CSR
When contemplating the theoretical concept of CSR it is necessary to consider in which context it is revived, subsequently, the contextualisation regarding geographic and de-mographic implementation. Furthermore, in accordance with Richard Giulianotti and Roland Robertson (2004, p.547) who constitutes football, in accordance with Durk-heim’s functionalistic view, as a consensus governed institution where the dualistic symbiosis between the local football activity and the global institutionalised organisa-tions, could be viewed as particularism in relation to universalism.
Subsequently, Giulianotti and Robertson (2004, p.547) designate universalisation of particularism as a universal expectation that all communities will congregate unique identities by exemplifying through modern national-societal identities as a result of the international political and economic system.
Thus, Giulianotti and Robertson (2004, p. 547) accentuates Molnar and Kelly’s (2013, s.51-54) description of Durkheim’s functionalistic view on society as a web of mutual contingent segments, operational according to shared values, expectations and obligation which support the public interest subsequently holding society together.
In conclusion, Giulianotti and Robertson’s (2004, p.549) concept of glocalisation could be viewed as a constituent feature in contemporary globalisation, which describes the current CSR development in sport and concludes this thesis theoretical foundation.
Thus, CSR is in this thesis considered as a global phenomenon, which is glocally contingent.
3.3 The grandiose football
In relation to previous stated research and theoretical conclusions regarding globalisa-tion, glocalisation and CSR, this thesis aims to contribute in the glocalisation process of CSR discussion via the theoretical approach of Mats Alvesson (2013). Subsequently, Alvessons (2013) provides another perspectival point of view vis-à-vis CSR in the con-textualisation of sport.
“The Triumph of Emptiness” by Mats Alvesson (2013) is a critical societal discourse
by which the Western consumer society is dissected through three main points: Zero-sum game, Grandiosity and Illusion Tricks, which subsequently categorises contempo-rary consumer society to an extent where it is adequately transferable to the concept of CSR in football.
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Zero-sum games could most easily be explained as the hierarchical relation between different individuals or groups where success occurs on the expenditure of someone else. Alvesson (2013, p.86) exemplifies and further stipulates two kinds of tendencies vis-à-vis zero-sum games to occur. Initially, the inflation of the Swedish system of edu-cation, creating McDonalised educations with large classes, standardised educational modules and examinations in order to effectives the educational process. This ultimately renders in an increased number of educated, which decrease the value of the education on the labour market. Subsequently, forcing individuals into more advanced forms of education in order to improve their credentials and pump-up their CVs, further empha-sising the notion of educational fundamentalism.
Consequently, according to Alvesson (p.116), educational fundamentalism could be considered an image-boosting business, which ultimately results in a window dressing activity. This relates to the notion of organisational structures on beauty parade, fur-thered stipulated by Alvesson (p.137). As in educational fundamentalism, Alvesson (p.137) claims that organisations frequently engage themselves in various activities to keep up with the general norm and signalled moves of others. The risk of deviating and in particular, falling behind is the main reason. Subsequently, Alvesson (p.138-140) argues that the concept of window dressing engages organisations to a game of follow-ing john, where the organisations followfollow-ing not necessarily have the qualifications and competence for a genuine organisational rearrangement.
Thus, zero-sum games could be viewed as organisational progression occurring and organisations effort to keep up.
In relation to zero-sum games, Alvesson (p.9) constitutes the notion of grandiosity as an increasingly widespread narcissism and a desire to enhance self-esteem within con-temporary society. Furthermore, grandiosity relates to an individual, group or an entire community’s ambition to be positively contingent and subsequently symbolically up-graded.
Alvesson (p.8) argues that grandiosity involves representation, image-boosting, and status-reinforcement with the purpose of dispose themselves as remarkable, impressive and attractive in the context of what is considered reasonable. Thus, according to Alves-son (p.8), grandiosity aims for the descriptive shoulder where the contemporary con-sumer society currently in use has traded substance against brand-building, good media relations and pretty covers in relation to content.
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In conclusion, grandiosity is easily applicable on a wide range of aspects and features as it alludes to the superficiality of society. Alvesson (p.9) argues that the notion of gran-diosity is being democratised as a result of social media consumption where everybody feels entitled to a strongly positive and exaggerated image of attractiveness, success and distance from paltriness and mediocrity of everyday life. Subsequently, grandiosity lends a golden haze to a not obviously misleading representation of a phenomenon, however this notion refers to an only semi-realistic representation of said phenomenon.
The third feature of Mats Alvesson’s (2013) discourse relates to the illustrative no-tion of grandiosity, which Alvesson (p.15) terms as illusion tricks.
Illusion tricks refers to the contemporary decline of interest in substance and a great-er intgreat-erest in conveying images and ideas that gives the impression of something posi-tive. Alvesson (p.15) stipulates pseudo-images, pseudo-event and pseudo-actions as illusion tricks in order to heighten the inherent grandiosity.
Conclusively, illusion tricks and grandiosity derives from the same category of pre-senting the world in a positive light however, the difference lies in the epitome. Whilst grandiosity strives for a redefined meaning of something by giving it a glistening fa-çade, illusion tricks involves more tangible executions like aforementioned pseudo-features. Furthermore, Alvesson (p.132) refers to the consumer societal inflation of ti-tles and educations where a greater effort is put to embellish leadership and organisa-tion, which subsequently risk undermining future progression.
In relation to the North American sport model, which derives from the cradle of con-temporary western consumer society and could be considered the most commercialised sport model, one could further distinguish significant feature applicable on the concept of grandiosity and illusion tricks.
The questionability of the genuineness of MLS foundations and community pro-grams, as well as the modifications regarding player restraint and the development of the designated player rule in the MLS, relates to this statements as it appeals to the gen-eral public with the notion of being CSR and a step to develop the league, however links to the commercialised interest. Thus, validating Alvessons (p.15) argument regard-ing illusion tricks.
Similarly, in relation to table 5.5.1 presented in this thesis, one could distinguish a diverse CSR activity in the Swedish highest division of football, which further relates to the statement of Andersson, Backman and Carlsson (2011, p.187), that the generally institutionalised Swedish glocalisation devising from the European sport model, is
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based on a general sport movement, linked to the Swedish welfare state. This is neces-sary to keep in mind as it relates to the ideological and professionalism paradox of Swedish sport.
Thus, the Swedish sport model relates to the European model of sport in ideological terms, however, due to the process of glocalisation, has developed a complex relation to professionalism. The development of CSR in Swedish football clubs thusly fills the moral gap of commercialism and subsequently eases the minds of conservatives, loyal towards the ideology of amateurism.
Conclusively, both the North American and European sport model contextualises the three main features of “The triumph of emptiness” in various ways, however maintain respective hegemony. For this thesis, Alvesson’s (2013) critical discourse is adequately adaptable to the concept of CSR and how it is glocally contingent.
3.4 Theoretical reflection
Initially for this thesis, the functionalistic concept of CSR that is defined through the common features of Carrol (1991) Porter and Kramer (2006), as well as Normark and Persson (2009) will be used to analyse how CSR is used in the two cases.
Secondly, the complex concept of globalisation as stated by Giulianotti and Robert-son (2004) will help describe CSR as a global phenomenon and how it is glocalised in an American and Swedish context.
Lastly, Alvesson’s (2013) “The triumph of emptiness” aim to dissect western con-sumer society via its three main features; Grandiosity, Illusion tricks and Zero-sum games. This thesis aims to use these features and apply it to the concept of CSR and its glocalisation in football.
In conclusion it is necessary to emphasise that it is wide concepts and this thesis will not be able to present a definite answer. The empirical study aims to create a field where these concepts can be deductively tested.
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4. Method and implementation
In this section, I present the survey methodology based on a predominantly qualitative approach
4.1 Scientific approach
Initially, by looking at all of the MLS and Allsvenska team’s official social media ac-counts and website for a concrete CSR activity, the data collected resulted in the tables later presented. Subsequently the selection of two prominent and divergent teams was based on the, according to Forbes Magazine (2013), most brand-powerful teams in the MLS – Seattle Sounders FC and renowned CSR active club in Sweden, Djurgården IF. This enabled drawing parallel between the North American MLS and Swedish Allsven-ska, further distinguishing globalisation trends and rendering in this thesis methodologi-cal approach.
According Gratton and Jones (2004, p. 247-248) reflexivity means that the research-er’s is aware of the relationship between cause and effect. Thus, this thesis aims for fur-ther legitimation through the variety of articles presented and the methodological trian-gulation approach.
The selection was based on two teams that were opposites in terms of based in the North American sport model and European sport model, had an economical motive for CSR and is currently playing in the highest ranking league in the respective country.
A prominent advantage with the selection of MLS and Swedish Allsvenska, is that the concept of CSR is contextualised in two significantly different organisational envi-ronments. This enables a wider adaptability and generalisability.
Primarily, a literature review functions as a scientific orientation, explaining the fea-tures later specified in the theoretical framework. Thus, the theory section highlights the conceptual ideas later used in the analysis.
In relation to Gratton and Jones (p.247-248) argument regarding reflexivity it was necessary to keep a critical approach to the literature review. This further cemented a prominent foundation for this thesis. However, since the choice of articles could affect the outcome of later analysis, the selection of each article was based on origin and legit-imacy in relation to the subject of the thesis. Thus, furthered narrowing and emphasis-ing the conceptual framework constituted by Gratton and Jones (2010, p.54).
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In conclusion, in order to enable a study relatable to globalisation in sport and particu-larly football, one primarily needs to create an overview of national sport organisations and sport models, subsequently culminating in the clarification of the North American and European sport model. Secondly, in relation to the area of concern stated in the in-troduction section, it is crucial to determine what tendencies to study, which in relation to Gratton and Jones (2010, p.54) further narrowed the purpose.
In relation to the purpose and qualitative approach, a quantitative research of each teams in the MLS and Allsvenska official social media accounts, searching for concrete and active CSR engagement, based on the four main purposes stated by Normark and Persson (2009, p.1), culminated in the tables later presented. Thus, in relation to Gratton and Jones (2010, p.130) the principle of selection was based on the presence of CSR activity.
Furthermore, this methodological approach should, in accordance with Gratton and Jones (2010, p.185), be critically contemplated since it enables a risk for misinterpreta-tion of the data processed. Nonetheless, when observing each website, bearing in mind the critical reflexivity with the criteria based on Normark and Persson (2009, p.1) arti-cle, the validity of data collected could be considered reliable.
4.2 Selection
The third part of the triangulation consists of two qualitative cases containing inter-views. The American selection was based on Forbes Magazines (2013) listing of MLS most powerful brand – Seattle Sounders FC and the Swedish selection was based on the most CSR active club – Djurgården IF Fotboll.
The selection was based on the premises of an utterly commercialised sport model, namely the North American, and the total opposite in terms of commercial immaturity. The European and the glocalised Swedish sport model thusly provide a prominent start-ing point for investigatstart-ing CSR. This selection ultimately enabled a comparison be-tween to significantly different clubs where the concept of CSR functions as the analys-able synthesis.
In order to create a profound qualitative comprehension, Gratton and Jones (2010, p.155) stipulate a deductive approach to this thesis qualitative shoulder, which adopts a hermeneutical perspective. Thus, enabling applicability of the general to the specific.
In conclusion and accordance with Gratton and Jones (2010, p.255), the aim for this thesis is delimited through a comparative shoulder to a speculative inclination, where
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the research is characterized through organisational, structural and economic govern-mental perspective with a complementary function.
Furthermore in accordance with Bryman, (2008, p.24), who argues that studies with-in the sport scientific field should be justified and the need for knowledge defwith-ined with-in the thesis, this thesis aims to create a greater understanding of the concept CSR and globali-sation in the world of sport.
Through a literature review consistent with a critical approach, data collection based on observations of their CSR Activity via the social media flow of all teams in the MLS and Allsvenskan, a case study and comparison between the, according to Forbes Maga-zine (2013), most brand-powerful club – Seattle Sounders FC and renowned CSR active club - Djurgården IF Football enables a speculative shoulder for this thesis.
In line with Lynch (2010, p.54) argument, that a thesis could be divided through six different purposes; exploratory, speculative, describing, explanatory, foresight and evaluative, this thesis has through a comparative approach, an inclination towards a speculative shoulder, considering a international macro perspective with the purpose of illustrating processes of globalisation in sport.
4.3 Discussion of, and explanation of methodological
choices
Gratton and Jones (2010, p.255) argue that the purpose indicates the direction of the thesis. They also stipulate that the purpose reveals the thesis qualitative or quantitative nature. Thus, in relation to, Gratton and Jones (2010, p.255), this thesis purpose insti-gates a complex conceptual framework in which the central ideas of the thesis are pre-sented.
Consequently, the articles used in the literature review consist of an economic gov-ernmental undertone by which this study encompasses in the empirical acquisition. This subsequently links the purpose and methodological approach together. In plain lan-guage, this thesis began with a quantitative data collection, which initiated in a qualita-tive research.
Furthermore, Gratton and Jones (2010, p.92) argue that reliability relates to the con-sistency of the test result. The selection of semi-structured interviews could be consid-ered reliable if the interviewee has significant knowledge of the subject. For this thesis, Filip Lundberg and David Tenney is to be considered reliable sources.
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In relation to Patel and Davidsson (2011, p.102) who stipulates reliability as how well the instrument withstands arbitrary and external influences, the thesis qualitative inter-views could be at risk and affected of external influences. This notion is taken under consideration when conducting the interview as well as presenting the interview results.
Nevertheless, in order for a test to be reliable, it need the to be valid, which Gratton and Jones (2010, p.95) stipulates as the relation between reliability and validity, as a multifaceted problem where the two different aspect affects one another.
For this thesis, a triangulation in accordance with Patel and Davidsson (2011, p.107) facilitates the credibility by firstly, narrowing the area of concern with a literature re-view that serves as theoretical framework for which the conceptual ideas are highlight-ed.
Furthermore, in relation to Gratton and Jones (2010, p.55) statement, that a document analysis instigates the direction of the thesis, the critical approach in the literature re-view serves as a method to locate and organize the research to be carried out. Thus, a literature review supplemented by a critical approach does provide a solid foundation on which further analysis can be conducted. The critical approach in the literature review and the meticulous selection of articles subsequently emphasis this thesis qualitative shoulder. Although, a critical approach in the literature review could be considered in-sufficient in terms of a document analysis by itself, it does provide a critical approach to the subject at hand where other scientific articles are conspicuous with its absence. This relates to Gratton and Jones (2010, p.55) argument that a thorough literature review indicates the researcher's knowledge of the area and provides a theoretical and concep-tual framework.
In accordance with Patel and Davidsson (2011, p.81) the cases consistent of a semi-constructed qualitative interview serve as the significant feature on which the generali-sability increases. In accordance with Gratton and Jones (2010, p.155) this thesis quali-tative shoulder adopts a hermeneutical perspective via a deductive approach. Thus, ena-bling applicability of the general to the specific.
Furthermore, the selection of respondents was based on the premise of actual contact with the organisations in terms of employment, hierarchical position and experience. Although the aspect of other respondents or potentially more of them would alter the results is something needed to be taken into consideration, the meticulous selection fur-ther enhances this thesis credibility and reliability.
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Conclusively, the literature review provides a clarification regarding the conceptual framework and scientific orientation from which the study was conducted. Since the purpose of the thesis is to illuminate globalisation processes in football the methodolog-ical choice need to allow a hermeneutmethodolog-ical shoulder and ultimately a deductive approach. The cases, thusly, provide a field where the theoretical framework could be tested and where the diversity regarding social, cultural differences and organisational struc-tures intervened. The interviews consequently provided a frame of reference from which a deductive analysis could be conducted. Subsequently, the methodology ap-proach relates to the grounded theory where previous observations initiates the study and serves the as the initial framework for the process, that is reciprocity between data acquirement, analysis, the purpose and framing of issue.
Nonetheless, the choice of the North American sport model and European sport model subsequently enables a range of other choices along the way. For instance, ac-cording to their website aegworldwide.com (2015) the Anschutz Entertainment Group (AEG) is the owner of both the LA Galaxy and Houston Dynamo, which relates to the Swedish team Hammarby IF where AEG stands as the minority owner with 49,1%.
In conclusion, the interviews and literature review provides a prominent foundation where a comparative approach enables a speculative incentive. Thus, this thesis does not aim to reveal any truths or given premises regarding organisational structures, it refers to globalisation processes where one could discern these processes in various organisational trends like CSR.
4.4 Ethical aspects
According to Gratton and Jones (2010, p.134), in relation the interpretive approach, it is necessary to have the epistemological stance sorted out. Thus, the triangulation featured in this thesis subsidizes the hermeneutical approach and subsequently underpins this thesis validity and reliability.
In relation to this thesis quantitative shoulder, Gratton and Jones (p.63) stipulates that it is necessary to consider the origin and position of the website. They further argue that a personal blog or website do not hold similar legitimacy as a scientific article or as in this thesis, official websites of an organisation or cooperation.
Furthermore, in relation to the qualitative shoulder of this thesis, Gratton and Jones (p.155) argue that the interview approach is adequate when the purpose of the thesis aims to answer questions that are inappropriate or difficult to measure. Subsequently,
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Gratton and Jones (p.155) argue that the qualitative interview approach provides much richer data than for example a questionnaire survey. In relation to Gratton and Jones (p.155), interviews can be categorised in five different approaches: structured, unstruc-tured, narrative, group interview and the approach that was conducted for this thesis, the semi-structured. The benefit with a semi-structured interview is that it allows the inter-viewer to adopt a flexible approach in relation to the data collection, thus enabling the interviewee to answer more freely and elaborate certain areas of interest and im-portance. Furthermore, the interview approach provides a perceived casual inference where the focus is shifted from the author to the actor’s point of view.
Conclusively, in relation to Gratton and Jones (p.157), the interview approach com-plements the arbitrarily quantitative data collected, providing further depth and contex-tualisation of the responses.
The negative aspects of the interview approach could, according to Gratton and Jones (p.157), predominantly be linked to the researcher tainting the subject of interest, subsequently adding bias to the result. Moreover, the risk with an unstructured or semi-structured interview is that it creates space for the interviewee to drift of topic.
According to the Swedish scientific council (Vetenskapsrådet 2002) is it necessary to consider four main requirements in order to follow good research ethics. The first re-quirement is the rere-quirement of information. It alludes to that the researcher should in-form any one that is affected by the subject about the purpose. It should be clear for any participant in that the study is voluntary, what the subject is and how it could affect said participant. This information was presented previous to the interviews conducted.
The second requirement is the requirement of consent. This means that the partici-pant in a study has the right to decide whether the want to participate or not themselves. The researcher needs to get this consent in order to proceed with his investigation. In some cases consent is needed from a parental guardian. This is if the investigation is treating a sensative subject or persons of interest for the study is less than 15 years of age.
The third requirement is the requirement of confidentiality. This means that any in-formation gathered from the participant will be treated with confidentiality. For exam-ple their personal information will not be shared with a third part. For my research, the participants had the opportunity to be anonymous, which was clarified in the preceding contact before the interview.
