Corporate Social Responsibility in the UCI
Abstract
Corporate social responsibility has taken on a very important role within the Union
Cycliste Internationale (UCI). A number of scandals have rocked the organisation in recent years and the credibility of the organisation has been placed in serious doubt.
This essay evaluates the organisations commitment to corporate social responsibility and to its stakeholders. The essay concludes in the past the UCI was dominated by its board of directors while not considering the views of stakeholders carefully enough which has lead to a lack of credibility in the organisation from its stakeholders. The new regime is taking steps to amend its past discrepancies.
Introduction
Corporate social responsibility, corporate citizenship, business ethics, corporate governance, however one prefers to label it, has gained a higher profile on the political, economic and business agendas in recent years. With the rising influence of the media in today's society it has become imperative to any company or organisation to treat CSR with a greater level or respect due to the damage which scandals can cause or conversely how a positive story can have positive knock on effect and enhance a company or organisations reputation lending them more credibility among their potential customers or stakeholders which ultimately improves their bottom line.
.
The UCI is the world governing body for cycling and was established in 1900. It has been embroiled in multiple scandals, particularly in the last ten years which have recently lead to a change in leadership and direction for the organisation. The idea of transparency within the UCI was very much in doubt and the negativity that the sport was attracting in the media was leading to some countries including Germany walking
away from televising coverage of prime events such as the Tour de France, an aspect that is vital for continued growth of the sport both from a financial perspective and a worldwide appeal perspective. As discussed by Kuhn (as
Corporate social responsibility has taken on a very important role within the Union
Cycliste Internationale (UCI). A number of scandals have rocked the organisation in recent years and the credibility of the organisation has been placed in serious doubt.
This essay evaluates the organisations commitment to corporate social responsibility and to its stakeholders. The essay concludes in the past the UCI was dominated by its board of directors while not considering the views of stakeholders carefully enough which has lead to a lack of credibility in the organisation from its stakeholders. The new regime is taking steps to amend its past discrepancies.
Introduction
Corporate social responsibility, corporate citizenship, business ethics, corporate governance, however one prefers to label it, has gained a higher profile on the political, economic and business agendas in recent years. With the rising influence of the media in today's society it has become imperative to any company or organisation to treat CSR with a greater level or respect due to the damage which scandals can cause or conversely how a positive story can have positive knock on effect and enhance a company or organisations reputation lending them more credibility among their potential customers or stakeholders which ultimately improves their bottom line.
.
The UCI is the world governing body for cycling and was established in 1900. It has been embroiled in multiple scandals, particularly in the last ten years which have recently lead to a change in leadership and direction for the organisation. The idea of transparency within the UCI was very much in doubt and the negativity that the sport was attracting in the media was leading to some countries including Germany walking
away from televising coverage of prime events such as the Tour de France, an aspect that is vital for continued growth of the sport both from a financial perspective and a worldwide appeal perspective. As discussed by Kuhn (as