https://www.mdu.se/

Date:                        2019-06-11

Level:                       Master’s thesis in Business Administration, 15 cr

Institution:                School of Business, Society and Engineering, Mälardalen University

Authors:                 Karolina Ekström                       Jessica Oskarsson

                                 (95/10/11)                     (95/01/08)

Title:                        Gambling, the sure way of getting nothing for something

Tutor:                      Cecilia Lindh  

Keywords: Online gambling, problem gambling, attitudes, CSR, ethics       

Research questions: How can a gambling company incorporate CSR activities and still be profitable?

How are people's gambling attitudes affected by the ethical behavior within the gambling industry?

Purpose: The purpose of this study is to investigate how gambling companies can continue their work and make a profit along with their CSR strategies against gambling addiction. In addition, it aims to investigate how consumers perceive the gambling companies’ ethical behavior.

Method: In this study, a mixed method approach has been used in order to gather both qualitative data which was conducted by using semi-structured interviews. While the quantitative data refers to a survey. This method was preferable in sense of the triangulation, both company and consumer perspective which the researchers wanted to investigate.  

Conclusion: There is a growing acceptance for CSR in society. Companies should consider continuing with authentic CSR, do something that they can argue for fully and not only what the law is saying. However, another aspect is that it is not even possible to conduct ethical and philanthropic CSR in an unethical industry as the gambling industry. For now, it is up to the companies to follow the few laws that are existing or choose to do more them selves and therefore, today, the opportunistic viewpoint is an easy way to look at this problem and solution.