What is it about?
While celebrating Jackie Robinson's 100th birthday for the 2019 baseball season, Major League Baseball's (MLB) African-American roster remains below 8%. This paper examines the issues MLB faces in their outreach and relationship development efforts among African Americans.
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Why is it important?
The findings show that there is a lack of cohesion between MLB front office and each MLB team when it comes to how to develop relationships with the African-American community. Additionally, MLB does not have a definitive measurement of success regarding their outreach programs.
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This page is a summary of: The African American Community and Professional Baseball: Examining Major League Baseball’s Corporate Social-Responsibility Efforts as a Relationship-Management Strategy, International Journal of Sport Communication, April 2019, Human Kinetics,
DOI: 10.1123/ijsc.2018-0157.
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