Examining the Case of DICK’s Sporting Goods: Realignment of Stakeholders through Corporate Social Advocacy | Zendy

Barbara Miller Gaither | Zendy; Lucinda Austin | Zendy; Morgan E. Collins | Zendy

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Examining the Case of DICK’s Sporting Goods: Realignment of Stakeholders through Corporate Social Advocacy

Author(s) -

Barbara Miller Gaither,

Lucinda Austin,

Morgan E. Collins

Publication year - 2018

Publication title -

the journal of public interest communications

Language(s) - English

Resource type - Journals

ISSN - 2573-4342

DOI - 10.32473/jpic.v2.i2.p176

Subject(s) - stakeholder , public relations , politics , corporate social responsibility , documentation , political science , political action , corporate communication , social movement , action (physics) , corporate action , sociology , corporate governance , management , law , economics , physics , quantum mechanics , computer science , shareholder , programming language

This study examined corporate social advocacy and political activism through the case of DICK’s Sporting Goods and the company’s recent stance on gun control reform. Themes related to stakeholders, corporate values, and activism versus advocacy were explored through an interview with DICK’s President, documentation including an interview with DICK’s CEO and statements from the company, and a social media content analysis of 3,000 public tweets to DICK’s in the wake of the announcement. Findings revealed that DICK’s actions extended beyond corporate social advocacy into corporate political activism, partly driven by secondary stakeholders. This action created an opportunity for DICK’s to redefine and realign stakeholders while making corporate values clearer to these stakeholder groups.

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