Integrated Network Responsibility in the Gambling Industry:Camelot and the UK National Lottery

Abstract

This paper introduces the concept of Integrated Network Responsibility which extends existing theory (stakeholder theory, supply chain responsibility and network theory) in order better to understand the context of a highly regulated controversial industry. Using the empirical example of the UK National Lottery and the lottery provider, Camelot, Integrated Network Responsibility explains the dynamics of social responsibility in this context. Because – among other things - of the ethical issues relating to gambling, the vulnerability of consumers and the addictive nature of the product, the legislation and regulation prescribes social responsibility requirements in the sector, giving the lottery provider agency if awarded the ten-year contract. While suppliers and retailers are important partners in this process, it is the wider network which has responsibility for upholding the high standards set. Key issues identified in this context relate to the management of relative power in the network, extended responsibility and the nature of network relationships. It is proposed that Integrated Network Responsibility may have wider applicability to controversial and other sectors, and further research on the concept is recommended.