Examining the Case of DICK’s Sporting Goods: Realignment of Stakeholders through Corporate Social Advocacy

Abstract

This study examined corporate social advocacy and political activism through the case of DICK’s Sporting Goods and the company’s recent stance on gun control reform. Themes related to stakeholders, corporate values, and activism versus advocacy were explored through an interview with DICK’s President, documentation including an interview with DICK’s CEO and statements from the company, and a social media content analysis of 3,000 public tweets to DICK’s in the wake of the announcement. Findings revealed that DICK’s actions extended beyond corporate social advocacy into corporate political activism, partly driven by secondary stakeholders. This action created an opportunity for DICK’s to redefine and realign stakeholders while making corporate values clearer to these stakeholder groups.