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governance and ethical behaviour. Moreover, “adequate” might be here
understood not only in terms of legitimacy but rather as partnerships based on
common interests, mutual needs and common yet differentiated responsibilities.
This rationale was already found in the Agenda 21 blueprint for actions’
implementation , however the experience from recent years is showing that
powerful organisations, either private or governmental, are more players than
partners. On account of Rio’s 1999 Conference, values-led governance and ethical
positioning are again calling for priority in the attention to be taken by sport
leaders and researchers.
BUSINESS ECO-SOCIAL RESPONSIBILITY
Coincidentally with the elite sport efforts to meet the Agenda 21 requirements
for both scientific sustainable solutions and social responsibility definitions,
there are current claims from the World Federation of Sporting Goods Industry -
WFSGI showing great interest on green accountability and consumer’s
environmental ethics.
As the Federation had assumed officially during Rio’s Conference, the ecoefficiency
by means of social responsibility there should be an increasing
importance of this factor in many large companies. Having been found wanting
on issues like child labour and indigenous land rights, those business enterprise “
are realising that market needs for products and services should be met without
destroying natural resources and social capital” (Gorgemans, 1999).
In addition to this approach to ethical positioning in business, the WFSGI has
been promoting since 1999 showcases of multinational corporations committed
with reduction of environmental impacts associated with the life cycle of the
products. That is the case of the focuses put in a few examples also presented in
Rio’s 1999 conference, such as Adidas- Salomon, Mizuno, Patagonia and Nike in
segments and location of their production systems. Unfortunataly, assessment
of these programs and their influence on other WFSGI associates have not been
provided yet.
THE IOC SOCIAL RESPONSIBILITY
Actually, international top sport and the Olympic sports in particular became
gigantic enterprises in which ethics exerts minor influences. But the very nature
of sport competitions demands a legitimacy mostly attained by ethical and
educational values. And the search of that legitimacy by sport institutions and
managers is very often a complex enterprise. As such, Joachim Mester (1995) in
the celebration of the 75 th anniversary of the German Sport University Cologne,
illuminated the complexity remarking “that in the normal business world values
334 Meio ambiente, esporte, Lazer e turismo