Harvard Case - Gwen Berry and the Politics of Protest (A)
"Gwen Berry and the Politics of Protest (A)" Harvard business case study is written by R. Edward Freeman, Jenny Mead. It deals with the challenges in the field of Strategy. The case study is 3 page(s) long and it was first published on : Jun 27, 2022
At Fern Fort University, we recommend a multi-pronged approach to address the complex situation surrounding Gwen Berry's protest. This approach combines a strategic communication strategy with a focus on corporate social responsibility, athlete empowerment, and fostering a culture of understanding and dialogue.
2. Background
Gwen Berry, a US hammer thrower, sparked controversy during the 2020 US Olympic Trials by turning away from the flag during the playing of the national anthem and covering her head with a shirt bearing the words 'Black Lives Matter.' This action, driven by her personal beliefs and experiences with racial injustice, ignited a debate about athlete activism, patriotism, and the role of sports in society.
The case study focuses on the complex dynamics surrounding Berry's protest, including the reactions of the US Olympic & Paralympic Committee (USOPC), sponsors, and public opinion. It highlights the challenges faced by athletes who choose to express their political views and the potential consequences for their careers and relationships with stakeholders.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks:
- Stakeholder Analysis: The case highlights the diverse stakeholders involved, including Gwen Berry, the USOPC, sponsors, fans, and the broader public. Each group has its own interests and perspectives, leading to conflicting views on Berry's actions.
- Corporate Social Responsibility (CSR): The case raises questions about the role of corporations in addressing social issues. Sponsors face a dilemma: whether to support athletes who engage in political activism, potentially alienating some customers, or distance themselves, risking accusations of hypocrisy.
- Brand Management: The case underscores the importance of brand image and reputation in the sports industry. Athletes' actions can significantly impact the brand value of their sponsors, requiring careful management and communication strategies.
- Organizational Culture: The case study reveals the complex relationship between athlete activism and organizational culture. The USOPC's response to Berry's protest reflects its own values and beliefs, highlighting the need for organizations to establish clear guidelines and policies regarding athlete expression.
4. Recommendaations
Strategic Communication Strategy: The USOPC should develop a proactive communication strategy that addresses the issue of athlete activism, acknowledging the complexities and sensitivities involved. This strategy should include:
- Clear guidelines: Establishing clear guidelines for athletes regarding political expression, balancing individual rights with the organization's values and responsibilities.
- Open dialogue: Fostering open communication channels between the USOPC, athletes, and stakeholders to address concerns and foster understanding.
- Education and training: Providing athletes with education and training on navigating complex social and political issues, promoting respectful dialogue and responsible expression.
Corporate Social Responsibility (CSR) Initiative: The USOPC should develop a comprehensive CSR initiative that aligns with its values and addresses social issues like racial injustice. This initiative could include:
- Athlete empowerment programs: Supporting athletes in using their platforms for social good by providing resources and opportunities for advocacy and community engagement.
- Diversity and inclusion initiatives: Implementing programs to promote diversity and inclusion within the organization and among athletes, creating a more equitable and representative environment.
- Partnerships with social justice organizations: Collaborating with organizations working to address social issues, leveraging the organization's resources and platform for positive change.
Culture of Understanding and Dialogue: The USOPC should prioritize fostering a culture of understanding and dialogue within the organization and among stakeholders. This could involve:
- Educational programs: Implementing educational programs for athletes, staff, and stakeholders on issues related to race, social justice, and athlete activism.
- Diversity and inclusion training: Providing training on diversity and inclusion to create a more inclusive and welcoming environment for athletes and staff.
- Open forums and discussions: Organizing open forums and discussions to facilitate dialogue and understanding between athletes, stakeholders, and the public.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The USOPC's mission is to promote and support Olympic and Paralympic athletes. This mission aligns with the recommendations by fostering athlete empowerment, promoting diversity and inclusion, and creating a culture of understanding and dialogue.
- External customers and internal clients: These recommendations address the needs of both external customers (fans) and internal clients (athletes). By promoting a culture of respect and understanding, the USOPC can build stronger relationships with both groups.
- Competitors: The USOPC faces competition from other sports organizations and leagues. By embracing social responsibility and athlete empowerment, the USOPC can differentiate itself and attract athletes and fans who value these principles.
- Attractiveness ' quantitative measures if applicable: While quantifying the impact of these recommendations is challenging, they are likely to enhance the USOPC's reputation and brand value, leading to increased public support and sponsorship opportunities.
6. Conclusion
The case of Gwen Berry highlights the complex intersection of sports, politics, and social justice. By adopting a strategic approach that prioritizes communication, social responsibility, and athlete empowerment, the USOPC can navigate these challenges effectively. This approach will strengthen its brand, foster a more inclusive and equitable environment, and ultimately promote the values of the Olympic movement.
7. Discussion
Other alternatives not selected include:
- Silence: The USOPC could choose to remain silent on the issue, potentially avoiding controversy but also risking accusations of indifference or complicity. This approach could further alienate athletes and fans who expect the organization to take a stand on social issues.
- Punitive action: The USOPC could choose to punish athletes who engage in political activism, potentially discouraging future protests and silencing dissenting voices. This approach could damage the organization's reputation and create a climate of fear among athletes.
Key assumptions underlying these recommendations include:
- The USOPC is committed to addressing social issues: The recommendations assume that the USOPC is genuinely interested in promoting social justice and creating a more inclusive environment.
- Athletes are willing to engage in dialogue: The recommendations assume that athletes are open to engaging in constructive dialogue with the USOPC and stakeholders.
- Public opinion is evolving: The recommendations assume that public opinion is becoming more accepting of athlete activism and that organizations can benefit from embracing social responsibility.
8. Next Steps
The USOPC should implement these recommendations through a phased approach:
- Phase 1 (Short-term): Develop clear guidelines for athlete expression, establish communication channels, and initiate dialogue with athletes and stakeholders.
- Phase 2 (Mid-term): Implement educational programs on social justice and athlete activism, launch diversity and inclusion initiatives, and partner with social justice organizations.
- Phase 3 (Long-term): Foster a culture of understanding and dialogue within the organization, promote athlete empowerment programs, and continuously evaluate and adapt the strategy based on feedback and evolving circumstances.
By taking these steps, the USOPC can navigate the complex landscape of athlete activism and social responsibility, creating a more inclusive and equitable environment for athletes and stakeholders alike.
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Case Description
In the summer of 2019, notable track and field athlete Gwen Berry was representing Team USA at the Pan American Games in Peru when, having won the hammer throw-her specialty-she stood anxiously on the podium for the medal ceremony as the United States national anthem began to play. As she thought about both her own challenging upbringing and the social and racial injustice in the United States, exemplified by a recent encounter she'd had with a suffering homeless person, Berry wanted to make a gesture of protest. To do so, however, was against the International Olympic Committee's (IOC's) Rule 50, which prohibited protest in many sports venues, and would no doubt result in Berry's being disciplined at best, and perhaps even prohibited from further competition at worst. She was torn between making a statement there on the podium and the possible consequences and harm to her athletic career that might ensue if she did. This case pairs well with a technical note about the IOC's Rule 50, ""The United States Olympic Committee and Rule 50 in the 21st Century"" (UVA-E-0478).
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