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Dimitrios Kolyperas, Christos Anagnostopoulos, Simon Chadwick and Leigh Sparks

Despite the increasing number and significance of charitable foundations in various business sectors, their role in cocreating corporate social responsibility (CSR) value remains unclear. This paper identifies CSR value cocreation in professional team sport organizations (PTSOs) and answers three key research questions: (a) Why have PTSOs developed charitable foundations as their means toward CSR value cocreation? (b) What CSR-related resources do PTSOs and their charitable foundations integrate? and (c) How do they manage, share, and transfer such resources to cocreate CSR value? Drawing theoretical insights from service dominant logic and consumer culture theory—and using empirical data from 47 semistructured interviews of UK-based professional football (soccer) clubs—this study develops a communicating vessels framework to illustrate the role of charitable foundations in the CSR value cocreation process. Through four tentative CSR value cocreation levels of relationship (bolt-on, cooperative, controlled, and strategic) the study suggests several internal strategies that can enhance the level of collaboration between founders and foundations. These include information sharing through customer relationship management (CRM) systems and social media platforms; staff sharing or flexible movement across the organizations; quality assurance agreements; flexible team cooperation; partnership protocols with social, media, cultural, and commercial stakeholders; and cotraining of personnel.

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Eric MacIntosh, Keita Kinoshita and Popi Sotiriadou

goods- to service-dominant view, service-dominant logic (SDL) introduced the idea of the role of customers as coproducers of goods and services ( Vargo & Lusch, 2004 ). This logic shifts customers from being end users to the front end of the value creation process: the customer-needs identification

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Ted Hayduk III and Matt Walker

; Walker, Hall, Todd, & Kent, 2011 ). Implications of these studies have framed signaling theory in the context of service-dominant logic ( Vargo & Lusch, 2004 ) and relationship marketing. Service-dominant logic and relationship marketing emphasize the processes of human-value cocreation, wherein actors

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Gashaw Abeza, Norm O’Reilly and Jessica R. Braunstein-Minkove

analysis. School of thought not explicitly discussed. Concepts discussed include cooperation, value co-creation, and service-dominant logic. Note . CRM = customer relationship management; FIFA = Fédération Internationale de Football Association; IMC = integrated marketing communication; LTV = lifetime

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Rory Mulcahy and Edwina Luck

), 80 – 95 . doi:10.1123/jsm.2016-0044 10.1123/jsm.2016-0044 Kuppelwieser , V. , & Finsterwalder , J. ( 2016 ). Transformative service research and service dominant logic: Quo Vaditis? Journal of Retailing and Consumer Services, 28 ( 1 ), 91 – 98 . doi:10.1016/j.jretconser.2015.08.011 10

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Gashaw Abeza, David Finch, Norm O’Reilly, Eric MacIntosh and John Nadeau

literature and SDL ○ Cooperation ○ Value cocreation ○ Service-dominant logic Developed SVF that provides 10 foundational premises on value cocreation in sport management and suggests three levels for its analysis Note . SRM = sport relationship marketing; NSO = National Sport Organizations; RM = relationship

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Bastian Popp, Chris Horbel and Claas Christian Germelmann

-creation: Introducing interactional co-destruction of value in service-dominant logic . Journal of Services Marketing, 24 ( 6 ), 430 – 437 . doi:10.1108/08876041011072546 10.1108/08876041011072546 Popp , B. , Germelmann , C.C. , & Jung , B. ( 2016 ). We love to hate them! Social media-based anti

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Bridie Kean, David Fleischman and Peter English

it a useful framework for supporting more holistic and robust service design. Indeed, Dickson et al.’s study contributes to the service agenda for sport, suggesting TSR and associated concepts (e.g., value cocreation, service-dominant logic), with a focus on well-being, as a germane refreshment to

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Tim Ströbel, B. David Ridpath, Herbert Woratschek, Norm O’Reilly, Markus Buser and Michael Pfahl

). The evolving brand logic: A service-dominant logic perspective . Journal of the Academy of Marketing Science, 37 ( 3 ), 328 – 344 . doi:10.1007/s11747-009-0143-3 10.1007/s11747-009-0143-3 Miller , T. , Lawrence , G. , McKay , J. , & Rowe , D. ( 2001 ). Globalization and sport: Playing the

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Damien Whitburn, Adam Karg and Paul Turner

activities should be designed within a service dominant logic, with relationship management a major consideration. From the early 1990s, the concept of IMC has grown in acceptance and importance ( Kitchen, Brignell, Li, & Jones, 2004 ; Schultz, 1999 ). Concurrently, relationship marketing has developed into