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sensitized to the importance of making a positive contribution to society and many actsaccordingly. The most familiar symbol of the raising public awareness is the extremeexposure to the Nike's Far East workers' slavery conditions affair - the ‘Nike SweatshopCampaign’. 8 Mainly because of Nike's dominance, the call for a consumers' ban wasenormous and significant and actually threatened the future of Nike's brand. Incidentally, thesame campaign's depth investigations led to the exposure of similar methods that wereenhanced by admired brands as Gap, Marks & Spencer and H&M. 9In light of these and many more cases, discussion revolving around corporate socialresponsibility has gradually become a major issue not only for the media but also formanagers and decision makers within corporations worldwide. Over the years, a realrecognition developed regarding the importance of the issue, regardless of risk managementand competition only. In addition, a greater involvement of regulators in many countries istaking place and certain domains in the field of corporate governance are gradually movedfrom the voluntary to the mandatory.B. Current application of CSRCSR involves a broad range of issues related to the role, position and function of businesson contemporary society. 10 Van Marrewijk states that CSR “refers to company activities –voluntary by definition – demonstrating the inclusion of social and environmental concerns inbusiness operations and in interactions with stakeholders”. 11 Hence, CSR “refers to the overallway in which a business attempts to balance its commitments to relevant groups andindividuals in its social environment”. 12Therefore, the seminal theme of CSR is that corporations have responsibilities beyond profitmaximization. 13 The challenge faced by companies in the current environment is to "use theircapabilities and capacities to contribute in a traditional business sense while accepting a social8 Global Exchange – Building People-to-People Ties, "The Nike Campaign," Global Exchange,http://www.globalexchange.org/campaigns/sweatshops/nike/ (accessed July 2, 2010).9 Business & Human Rights Resource Centre, "Individual Companies," Business & Human Rights,http://www.business-humanrights.org/Categories/Individualcompanies/B/BananaRepublicpartofGap (accessedJuly 2, 2010).10 Jaqueline Cramer, Angela Van der Heijden and Jan Jonker, "Corporate Social Responsibility: making sensethrough thinking and acting," Business Ethics: A European Review 15 (4) (2006), 380-389.11 Marcel Van Marrewijk, "Concepts and Definitions of CSR and Corporate Sustainability: Between Agency andCommunication," Journal of Business Ethics 44 (2/3) (2003), 236.12 Ronal J. Ebert and Rickey W. Griffin, Business Essentials (New York: Prentice Hall, 2005), 46.13 Lance Moir (2001), 22.4
ole". 14 Adopting this dual perspective, many leading corporations have changed theirtraditional charity approach to strategic CSR, which attempts to integrate corporate donationsand community service activities with business operations and interests. 15 Previously, whencorporate responsibility performance was measured by the amount of the corporate financialcontributions instead of its overall effects on society as a whole, cynics did not need muchskill to hurl accusations of corporate contributions as ‘fig leaves camouflage’ for immoralbusiness activities. It was not unusual for corporations to only contribute to ’pacify’ the windsblown towards them. For instance, the pharmaceutical company Pfizer announced a surprisingmove in 2000 to contribute to South Africa a fair amount of the very expensive drugFluconazole for AIDS “because of its desire to help disadvantaged populations”. 16 In practice,it was only an attempt to deal with the allegations leveled at that time, regarding theimpossible prices of that drug, which led indirectly to the deaths of large amount of potentialpatients who could not afford the drug. In recent years, more and more corporations havecome to realize that corporate philanthropy can't be based upon sporadic donations of moneybut instead be based upon one or several primary purposes, depending on the scope and sizeof the corporation.In some leading countries in the field of corporate responsibility – United Kingdom, USA,Singapore, the Netherlands – so-called ‘umbrella organizations’ operate. 17 They promote thedomain, encourage and establish corporate responsibility amongst local corporations. Due tosuch activities, new tools of measurement of corporate responsibility have been enacted. Forinstance, the English index of the ‘FTSE4Good’ is an official Stock Index, which rankscompanies according to their social performance and provides accordingly withrecommendations to investors, similarly to the American ‘Dow Jones Sustainability index’. 18In addition, two other codes for managing and measuring corporate responsibility werelaunched lately: ‘The Global Compact’, a global business network of the United Nations,committed to ten guiding principles, and the ‘GRI (Global Reporting Initiative)’, an14 Jan Jonker, "CSR Wonderland: Navigating between movement, community and organization," Journal ofCorporate Citizenship (2005), 20.15 Forest L. Reinhardt and Robert N. Stavins, "Corporate social responsibility, business strategy, and theenvironment," Oxford Review of Economic Policy Vol. 26 (2) (2010), 164.16 AIDS.ORG: Education - Raising Awareness – Building Community, "Daily Reports," Information. Education.Action., http://www.aids.org/atn/a-340-03.html (accessed July 2, 2010).17 BSR Official Page, , RSB “,RSB tuobA” http://www.bsr.org/ (accessed May 2, 2010).18 Official Page FTSE, "Indices," FTSE, http://www.ftse.com/Indices/FTSE4Good_Index_Series/index.jsp(accessed July 2, 2010); Official Page Dow Jones Sustainability Indexes, “Indexes,” Down Jones SustainabilityIndexes, http://www.sustainability-indexes.com/ (accessed July 2, 2010).5
Page 2 and 3: - Table of Contents -About the auth
Page 4 and 5: . Internationalization ............
Page 6 and 7: AcknowledgementsThe authors of this
Page 8 and 9: Abbreviations- AIDS: Acquired Immun
Page 10 and 11: MethodologyThis project was conduct
Page 16 and 17: international set of rules for soci
Page 18 and 19: certain brand. 28 A survey conducte
Page 20 and 21: approach and was reflected in both
Page 22 and 23: Therefore, most of these academic w
Page 24 and 25: 3) Organization and operationIn ord
Page 26 and 27: linked to the above mentioned sub-c
Page 28 and 29: Euros yearly budget - paid by the F
Page 30 and 31: team, is an active player in the fi
Page 32 and 33: As a leader football regulator, UEF
Page 34 and 35: Football for All, Football and Huma
Page 36 and 37: B. Ad Hoc Partnerships 78The Ad Hoc
Page 38 and 39: Platini. Platini, who came to power
Page 40 and 41: the past, for instance connected to
Page 42 and 43: white ‘Respect logos’ on the ad
Page 44 and 45: • The visibility - Though we will
Page 46 and 47: future:• UEFA can drop the ‘Res
Page 48 and 49: messages - do we want a system of o
Page 50 and 51: When it comes to the third of the c
Page 52 and 53: ‘Respect technology’: This issu
Page 54 and 55: UEFA define the organization’s ac
Page 56 and 57: 2. Recommended Actions - ‘Ten Poi
Page 58 and 59: winning team by the end of each sea
Page 60 and 61: infrastructure and improves financi
Page 62 and 63:
that also crisis situations touchin
Page 64 and 65:
Captains of both teams and official
Page 66 and 67:
major campaigns. In our opinion it
Page 68 and 69:
possible to start right away with t
Page 70 and 71:
Following these recommended guideli
Page 72 and 73:
Community.http://www.bitc.org.uk/re
Page 74 and 75:
Korpora.org: Bereitstellung und Pfl
Page 76 and 77:
Official Site of the Nike Foundatio
Page 78 and 79:
The HollandBelgium Bid. “UEFA win
Page 80 and 81:
Appendix:Note to the reader:Due to
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