The Ideal of Olympic and Corporate Social Responsibility:

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  • KIMURA Takuji
    Graduate School of Social Sciences, Hitotsubashi University

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  • オリンピックの理念と企業の社会的責任（CSR）
  • オリンピックの理念と企業の社会的責任(CSR) : 2012年ロンドン・オリンピック「ダウ・ケミカル」スポンサーシップに対する抗議運動を事例に
  • オリンピック ノ リネン ト キギョウ ノ シャカイテキ セキニン(CSR) : 2012ネン ロンドン ・ オリンピック 「 ダウ ・ ケミカル 」 スポンサーシップ ニ タイスル コウギ ウンドウ オ ジレイ ニ
  • ―2012年ロンドン・オリンピック「ダウ・ケミカル」スポンサーシップに対する抗議運動を事例に―
  • Protest Movements against the Dow Chemical Company’s Sponsorship for 2012 London Olympics

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Abstract

As described in the Olympic Charter, “promoting a peaceful society concerned with the preservation of human dignity” is one of the goals of Olympism (“Fundamental Principles of Olympism” 2). Environmental issues are also critical for the Olympics, London 2012 has promoted itself as the “world's first sustainable Olympics.” <br>　In July 2010, the International Olympic Committee signed a sponsorship agreement with Dow Chemical which is said to be responsible for environmental and humanitarian issues, such as the production of defoliant “Agent Orange” used during the Vietnam War, and the world’s worst chemical factory accident “Bhopal tragedy” occurred in 1984. <br>　Victims, politicians, human rights organizations, and athletes stood against this agreement and joined protest movements. The London Assembly has passed a motion asking the IOC reconsider this contract. In the Olympic Charter, it is specified, as a “Mission and Role of the IOC,” “to encourage and support a responsible concern for environmental issues” (2. 13). Paradoxically, thanks to the number of protests sparked by Dow Chemical’s sponsorship, the IOC has enlightened the awareness of environmental issues. <br>　Companies face corporate social responsibility. “Greenwash” is a strategy to overturn low evaluation of CSR in the environmental dimension by showing superficial concern for the environment. As long as the IOC neglects an evaluation of corporate ethical responsibility in the light of CSR, there is the possibility that the Olympics continue to be used as an opportunity to greenwash. Worldwide protests against Dow Chemical’s sponsorship demand that the IOC evaluate sponsorship in the light of ethical norms.

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