Title: Gain via goodwill: a case study of how the Dempo brand ambassadors are changing the future of sports in India

Authors: Christo Fernandes; Radhika Shrikant Nayak

Addresses: Goa Institute of Management, Sanquelim, Poriem, Sattari, Goa 403505 – India ' S.S. Dempo College of Commerce and Economics, Altinho, Panaji, Goa 403002 – India

Abstract: With over a billion people in India featuring dismal performance in major sporting competitions set Mr. Shrinivas Dempo's thinking in supporting the cause of sporting talent in India. What could he as a prominent citizen of the country, heading an illustrious business empire do to help support sports as well as set an example for other corporates to emulate? This case illustrates the strategic action of Mr. Shrinivas Dempo who formulated a programme to promote the girl child sporting talent in Goa by incorporating the goodwill brand ambassadors of Dempo's. While on one hand, this would reflect the concrete practice of corporate social responsibility, it would also yield substantial goodwill benefits by encouraging youngsters to come forward and contribute to the world of sports. While this case enumerates a number of success stories, Mr. Dempo's now awaits for the rest of the corporate India to initiate a nationwide plan.

Keywords: corporate social responsibility; CSR; sports; goodwill ambassadors; Goa; India; girls; sporting talent; talent encouragement; talent support.

DOI: 10.1504/IJQRS.2013.054341

International Journal of Qualitative Research in Services, 2013 Vol.1 No.1, pp.3 - 12

Received: 06 Sep 2012
Accepted: 13 Nov 2012

Published online: 05 Jul 2014 *

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