Dissertations / Theses on the topic 'Sport marketing'
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Nufer, Gerd. "Ambush-Marketing im Sport Grundlagen - Strategien - Wirkungen." Berlin Erich Schmidt, 2010. http://d-nb.info/1001661648/04.
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Ostermann, Frank. "Strategische Markenführung im Sport mit Sponsoring und Eventmarketing unter Berücksichtigung der Auswirkungen auf den Sport /." Göttingen : Sierke, 2009. http://d-nb.info/997632267/04.
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List, David Ian. "Marketing principles applied to sport in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1990. http://hub.hku.hk/bib/B31264682.
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Berger, Christian [Verfasser]. "Strategic Sports Marketing – The impact of sport advertising upon consumers : Adidas - A Case Study / Christian Berger." München : GRIN Verlag, 2008. http://d-nb.info/118595161X/34.
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Jones, Charles W. "Sociology in Sport." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/3961.
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Abeza, Gashaw. "Social Media in Relationship Marketing: The Professional Sport Context." Thesis, Université d'Ottawa / University of Ottawa, 2016. http://hdl.handle.net/10393/35373.
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The purpose of this thesis is to investigate the use of social media (SM) as a relationship marketing tool (RM) in the context of professional sport in North America. The specific objectives are (i) to explore the use of social media in meeting relationship marketing goals within the context of professional sport, (ii) to explore how professional sport teams’ managers see the opportunities of social media in meeting relationship marketing goals, (iii) to explore how professional sport teams’ managers see the challenges of social media in meeting relationship marketing goals, and (iv) to examine the benefits of social media, if any, in enhancing long-term relationships with their favourite sport team from the perspective of fans of professional sport teams. Guided by a pragmatist philosophical worldview, the project adopted a multi-domain qualitative research approach. The multi-domain approach reflects the three data sources (i.e., the medium-SM platform, organization-professional teams, and consumers-sport fans). Putting an individual emphasis on each of these three data sources, three different but interrelated studies are conducted to accomplish the overall purpose of the dissertation using an article-based format.
The first study, guided by the relationship marketing theoretical framework, adopted a netnographic method to investigate professional sport teams’ use of Twitter as an RM tool. Specifically, the study focused on the three core components of RM: communication, interaction, and value. The netnography is based on data gathered from the official Twitter account of 20 professional sport teams from the four major leagues from August 1, 2015 to February 29, 2016. Results outline seven emergent communication types, six interaction practices, and ten values (co)created by the teams or/and fans. Theoretical and practical implications, as well as impetus for future research are identified.
The second study aimed at obtaining a first-hand and an in-depth understanding of the role, opportunities, and challenges of SM in meeting RM goals from the perspective of senior managers of professional sport teams. For this purpose, semi-structured interviews were conducted with 26 managers from the four major leagues professional sport teams in North America. Results outline the platforms adopted, six intended objectives, seven opportunities and seven challenges of SM as an RM medium. A list of theoretical and practical implications, and impetus for future research is provided.
The purpose of the third study was to first gain an empirically supported understanding of the role and benefits of SM as an RM tool from the perspective of professional sport fans and, following that, to identify, specify, verify, and refine the emergent benefits. The study employed an adaptation of the focus group method, dubbed the ‘sequential funnel-based focus group’, which is a multiphase, step-wise version of the established method. The sequential funnel-based focus group is conceptualized, developed, described, and used in this work as a research method. The adaptation allowed the identification of benefits of SM as a medium that enhances long-term relationships through a series of funnel-based focus group discussions in three sequential phases. A total of 10 focus groups with 81 participants took part in the study. The work identified seven major benefits (and 15 sub-categories of benefits) that fans see as opportunities presented by SM as a medium to enhance long-term relationship with their team. Theoretical contributions, practical recommendations, and directions for future research are provided.
The findings from the three studies are integrated to construct a multi-dimensionally informed and comprehensive understanding of the use of SM in RM in professional sport. In general, data gathered from the perspective of the three domains (i.e., medium/SM platform, organizational/ professional teams, and consumers/sport fans) informed that SM is providing new directions to RM, making it an effective and affordable channel in realizing RM goals in professional sport context. The thesis also produced empirical evidence of the opportunities that SM presents and the challenges that it poses in terms of meeting RM goals in the context of professional sport. Informed by the studies data, the dissertation also extended Grönroos’s (2004) RM process model through the lens of SM in professional sport context. Contributions to scholarship, practical recommendations, directions for future research, and the limitations of the dissertation are provided.
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Stavros, Constantino, and n/a. "Relationship Marketing in Australian Professional Sport: An Organisational Perspective." Griffith University. Griffith Business School, 2005. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20090522.165115.
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Relationship marketing has become a fundamental concept within modern marketing thought. Some authors even suggest it is the fundamental concept. Its rise to prominence has seen it become a unifying force within the marketing discipline given its application to a whole range of areas. It promises benefits to organisations that can be distilled down to greater profits over the longer term, with less cost. The focus of relationship marketing is relatively simple. Rather than acquiring customers, the retention and development of customers is emphasised. Regrettably, the implementation of relationship marketing is not as straightforward as its definition. It requires at the very least a long-term outlook, an embracing of technology and a commitment to a customer focus. If relationship marketing is such a critical element in modern marketing, it follows that its application across industry sectors be examined. Sport is one such industry and has coincidentally emerged as a major business sector in the same time-frame as relationship marketing's maturity. As the markets for sport have grown, so too has the sophistication of the sport marketer. From amateur, myopic beginnings, sport continues to claim a strong grip on the cultural identity of countries such as Australia. Buoyed by strong media interest, attendance at sporting events continues to grow, albeit across a much larger choice-set. The road ahead is not necessarily bountiful however. Information presented in Chapter 1 of this thesis suggests that the frequency of individual attendance at major sports in Australia is declining, despite some positive overall attendance figures. In essence, it appears that loyal customers are being replaced by newer, less committed ones. While this might not be instantly damaging, it does require sport marketers to ensure that strong levels of identification with their products are developed. All of this is supported by the existing literature that has recognised that sport can likely benefit greatly from the implementation and application of relationship marketing, but is in urgent need of further study. These scenarios suggest a need to understand where relationship marketing in sport currently rests and this thesis answers the call and asks the following research questions: RQ1) To what extent do professional sporting organisations in Australia undertake relationship marketing; RQ2) what strategies do they employ and RQ3) what are the issues faced in implementing a relationship marketing approach? This thesis takes an organisational perspective, across multiple-cases in major professional sport and considers the sport-consumer relationship exclusively. It is the first study of its kind in this area and adds significantly to the body of knowledge, both within sport marketing and the broader concept of relationship marketing. It indicates that while relationship marketing is acknowledged and indeed welcomed as a concept by practitioners, their efforts at implementation have been primitive, largely unplanned and generally sporadic. More than often they reflect a reactive rather than proactive strategic approach. A range of barriers are presented and discussed as are some examples of organisations that have incorporated some parts of a relationship marketing philosophy into their structure. A conceptual model in the final chapter of this thesis synthesises the issues extracted from the various cases and existing literature. It depicts a challenging road ahead for professional sport organisations.
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Bradford, Hugh. "Marketing Scotland's museums and galleries." Thesis, University of Strathclyde, 1992. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21499.
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The objective of this research is to document sound marketing practice in Scotland's museums and galleries. This research was undertaken due to the increasing interest in marketing by museums themselves, and by those who fund museums. Before the research began there was a suspicion that the transfer of consumer goods marketing concepts to museums might be inappropriate, and that there was a lack of empirically based studies of marketing in museums. The literature review confirmed these suspicions. An explanatory approach using qualitative methods was therefore appropriate. Examples of sound museum marketing practice were identified by use of a panel of experts. The research was essentially an ethnographic study of what curators (managers) in the successful museums actually do. Whilst the techniques used are well established in many of the social sciences they are less common both in marketing and in museum studies. The research also made use of "Ethnograph" software for the analysi s of interview data, one of the first occasions this has been done in marketing research in the UK. The research revealed an inductively derived model identifying three important areas that successful museum curators have to attend to, namely, the management of the museum, the management of its reputation, and the management of its relationships with the museum's patron (funding) groups. It is this latter split that provides the key difference between museum marketing and commercial marketing. The research went on to discover how these three categories are dynamically related in a "spiral of success", and how the model can be used as a diagnostic tool to identify areas requiring attention. The other principal findings relate to the characteristics of successful curators. The research has implications for policy in areas including training, and the whole relationship between museums and those who fund them. In particular the idea that marketing will necessa is refuted.
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Rufer, Lisa S. "Loyalty Program Effectiveness: An Examination of Mainstream and Niche Sport Fan-Team Relationships." VCU Scholars Compass, 2018. https://scholarscompass.vcu.edu/etd/5322.
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The purpose of this study was to explore the efficacy of using loyalty programs on sport fans’ relationship quality and fan engagement toward sport organizations. This study also sought to explore which relationship quality and fan engagement factors potentially differed as a result of using loyalty programs. Since there are two major defined sport levels, differences were explored across niche and mainstream sport organizations. Using relationship marketing as the theoretical framework, participants (n = 678) were administered a 55-item instrument that included revised relationship quality and fan engagement scales. Quantitative data were used to run confirmatory factor analyses, analyses of covariance, and multivariate analyses of covariance.
Results first showed that significant differences existed between mainstream sport fans that have access to a loyalty program and mainstream sport fans that do not have access to a loyalty program. Mainstream sport fans that have access to a loyalty program had higher identification and reciprocity. Mainstream sport fans that do not have access to a loyalty program were found to have higher overall fan engagement, commitment, intimacy, and performance tolerance. Results also showed differences between niche sport fans that have access to a loyalty program and mainstream sport fans that have access to a loyalty program. Mainstream sport fans that have access to a loyalty program were divided into two groups (simple or complex) based on the design of the loyalty programs. Niche sport fans that have access to a loyalty program were found to have higher overall relationship quality, trust, intimacy, management cooperation, and performance tolerance.
The findings provide an introduction in to the possibility that loyalty programs could be effective for increasing relationship quality for both niche and mainstream sport organizations. Moreover, for niche sport organizations that have access to fewer resources, it is encouraging that the use of a loyalty program appears to have the capabilities to build stronger relationships and engagement. These results provide several implications for sport organizations and sport marketers and serve as a foundation for which future research on loyalty programs can build.
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Jaeschke, Lars. "Ambush-Marketing Schutzstrategien gegen assoziatives Marketing für Veranstalter von (Sport-)Grossereignissen und Markenartikler ; ein Praxisbuch." Norderstedt Books on Demand GmbH, 2008. http://d-nb.info/987315234/04.
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Pachlová, Monika. "Ekonomická analýza sportovního areálu Špičák." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198487.
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This master's thesis analyzes the sports and ski resort Špičák. It examines not only the economic factors of the resort, but also describes its history, marketing activities and evaluates the SWOT and financial analysis. At the end there is a comparison with selected competitive resorts using a variety of tools such as Ski Cost Index or special categorization of ski resorts. The aim was primarily to evaluate the complex as a stand-alone unit and to make a comparison with its closest competitors.
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Mueller, Lukas. "Performance Measurement in the Sports Marketing Industry." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01652692002/$FILE/01652692002.pdf.
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Slavich, Mark A. "Taken back by the ballpark: The role of nostalgia in the Minor League Baseball spectator experience." VCU Scholars Compass, 2017. http://scholarscompass.vcu.edu/etd/5093.
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The use of nostalgia has become a feature in baseball ballparks in recent years, with research showcasing the prevalence of nostalgic stimuli including bricks, steel beams, and old-fashioned scoreboards popular in the past. The impact of such stimuli on spectators’ emotions and behavior had yet to be explored, though. Therefore, the purpose of the current study was to investigate the impact of nostalgia on minor league baseball spectator emotional and behavioral responses.
Data collection occurred at three minor league baseball games during June 2017. Utilizing the SOR framework (Mehrabian & Russell, 1974) as the theoretical foundation, a 39-item instrument was constructed by adapting items from previously-constructed surveys in the contexts of sport and general consumer behavior. Using systematic random sampling, a total of 232 completed and usable surveys were collected.
To investigate the impact of nostalgia on spectators’ emotional responses, structural equation modeling was utilized. The study sought to specifically examine whether nostalgia evoked through spectators’ senses (sight, smell, sound, taste, and touch) and social interaction impacted their pleasure. Results showed that only social interaction was a significant positive predictor of pleasure, with sight a significant negative predictor of pleasure. A significant, positive relationship between pleasure and spectator’s behavioral intentions was also found. Finally, the study explored whether spectators’ arousal moderated the relationship between pleasure and arousal. The results displayed that arousal did not significantly moderate this relationship, with pleasure and arousal maintaining a strong correlation. Results and implications of the study are discussed, with suggestions for future research provided.
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Clarke, Jacqueline R. "Sustainable tourism : marketing of farm tourist accommodation." Thesis, Oxford Brookes University, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.261392.
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Jůzová, Michaela. "Marketingová komunikace AC Sparta Praha." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-5228.
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This work deals with marketing communication of famous football club AC Sparta Praha, playing the first football league in the Czech Republic. You can find 4 ways of communication: to fans, to media, to business partners and employees (players, management, ...). The biggest part of this work is dedicated to communication to fans. There are some results and proposals for more effective communication strategy at the end.
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Jones, Charles W. "Managing Change in the Sport Environment." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/3963.
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Blaszka, Matthew. "An Examination of Sport Consumers' Twitter Usage." Digital Archive @ GSU, 2011. http://digitalarchive.gsu.edu/kin_health_theses/1.
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In the sport industry, many stakeholders, including sport organizations, players, coaches, sports reporters, and fans, utilize Twitter. Twitter has become a practical marketing tool, in part, although Twitter users have not been studied in terms of sociodemographics, team identification, media consumption, team related Twitter consumption, or game consumption of their favorite team. Exploring the demographics and consumptive behavior of Twitter users can be valuable for sport organizations to create marketing plans and make managerial decisions. The purpose of this study was to determine the makeup of sport consumers on Twitter for market segmentation purposes and examine their sport media consumption levels, sport-related Twitter usage, team identification level, and team consumption. Differences between Generation X and Y consumers were also determined. An online survey was administered to Twitter users (N = 219). Descriptive statistics, chi-square analyses and MANOVAs revealed characteristics about the users.
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Šlapkauskas, Kęstutis. "Šakių jaunimo kūrybos ir sporto centro sporto komplekso paslaugų kokybės vertinimas." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_131645-27892.
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Problema: kaip tobulinti Šakių rajono jaunimo kūrybos ir sporto centro sporto komplekso teikiamų paslaugų kokybę.
Tikslai: įvertinus Šakių rajono jaunimo kūrybos ir sporto centro sporto komplekso teikiamų paslaugų kokybę pateikti pasiūlymų, kaip būtų galima ją patobulinti.
Darbo objektas: Šakių rajono jaunimo kūrybos ir sporto centro sporto komplekso teikiamų paslaugų kokybė
Uždaviniai:
1. Atskleisti paslaugų, kokybės ir paslaugų kokybės sampratas.
2. Įvertinti teikiamų paslaugų kokybę Šakių JKSC sporto komplekse.
3. Pateikti pasiūlymų Šakių rajono jaunimo kūrybos ir sporto centro sporto komplekso teikiamų paslaugų kokybės gerinimui.
Darbo rezultatai, išvados ir pasiūlymai:
1. Analizuojant literatūros šaltinius buvo nustatyta, kad paslauga, tai veiklos rūšis ar nauda, kurią viena sandėrio pusė gali pasiūlyti kitai ir jos pagrindinės sąvybės yra neapčiuopiamumas, nekaupiamumas, neatskiriamumas ir heterogeniškumas, o tuo tarpu kokybė – tai rodiklis, kuris rodo kokio nors rezultato atitikimą iškeltiems reikalavimams. Derinant kokybės ir paslaugos apibrėžimus galima teigti, kad paslaugų kokybė tai rodiklis rodantis ar veiklos rūšis ar nauda, kurią viena sandėrio pusė gali pasiūlyti kitai atitinka iškeltus jai reikalavimus.
2. Teikiamų paslaugų sporto komplekse pranoko klientų lūkesčius. Visose iš penkių vertinimo dimensijų spragos dydis buvo teigiamas, kas reiškia, kad visi respondentų lūkesčiai kiekvienoje iš dimensijų buvo viršyti patirtos paslaugų kokybės.
3. Nors ir... [toliau žr. visą tekstą]Problem: how to improve quality of service in Sakiai creation and sport centre sports complex. Objectives: to give suggestions how to improve quality of service in Sakiai creation and sport centre sports complex after it‘s evaluation. The object: quality of service in Sakiai creation and sport centre sports complex Tasks: 1. To reveal the concepts of service, quality and service quality 2. To evaluate the quality of service in Sakiai creation and sport centre sports complex. 3. To give suggestions how to improve quality of service in Sakiai creation and sport centre sports complex. The results, conclusions and suggestions: 1. After analyzation of literature it was established that service is the activity or benefit that one side can offer to the other and it‘s main characteristics are intangibility, unstorability, inseparability, and heterogeneity. Quality is the index that shows equivalency to requirements. In combine of these two definitions we can state that service quality is the index that shows the level between expectations that one side has offered to the other and the experience they actualy got. 2. The quality of service in sports complex have surpassed the expectations that clients had. In all five dimensions gaps between expectations and experiences are positive. It means that all the experiences of service have surpassed its expectations. 3. Eventhough the quality of service was evaluated in very high grades to improve or at least to keep the same level of... [to full text]
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Evans, Daniel, and mikewood@deakin edu au. "The internet and competitive advantage in Australian professional sport organisations." Deakin University. Bowater School of Management and Marketing, 2002. http://tux.lib.deakin.edu.au./adt-VDU/public/adt-VDU20050825.144334.
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The electronic revolution has proven to be a powerful stimulus for change in business practice. As a business tool however, the Internet must endure the same scrutiny under which other business activities are placed. If the use of the Internet in business is a sound strategy, then it must contribute toward competitive advantage. The sport business industry has not been isolated from the vagaries of Internet applications. Moreover, as the industry has become more competitive, forcing sporting organisations towards unprecedented levels of accountability and business practice, the Internet has been increasingly seen as a potential 'holy grail' for sport organisations struggling for revenue (Stewart & Smith, 1999). This research is a response to these pressures. It seeks to identify Internet based opportunities for competitive advantage, and to provide strategies and recommendations for the successful use of the Internet in Australian professional sport organisations.
In realising this objective, a newly developed and integrated Business Activity Model has been constructed. The model assists in the identification of specific Internet based competitive advantage strategies, and provides a theoretical framework for this research. The Business Activity Model conceptualises, for the first time, the relationships between the value chain, constituents of electronically enabled competitive advantage, and the Internet.
With Australia's limited group of fully professional sports capable of sustaining the human resources and budgets necessary to implement comprehensive e-commerce strategies, the organisations selected to participate in this research represent the pinnacle of Australian professional sport clubs. Specifically, the 55 clubs competing in the Australian Football League (A.F.L.), National Basketball League (N.B.L.), National Rugby League (N.R.L.), and National Soccer League (N.S.L.) constituted the research sample and population. In concert with the 87% participation rate, sampling approached a census. A telephone-administered survey, based primarily on
the rigorously tested instrument developed by Sethi and King (1994), was employed for data collection.
This research employs a comprehensive set of descriptive statistics, and is bolstered by a confirmatory and an exploratory factor analysis, undertaken on one component of the data. The outcome of this research was the identification of seven practical recommendations for Australian professional sport organisations seeking to improve competitive advantage via the Internet. These recommendations were based on an inventory of the 'gaps' between the strategies proposed by the literature, and the practices of the sample, and relate to both overall Internet strategy, and specific web site applications. The development of the new Business Activity Model and the identification of key online strategy themes support and complement these recommendations. An examination of variations in the practices of participating organisations, and some comparisons against United States sporting organisations, also provides depth and context to the findings.
This research provides a platform for sport managers to effectively harness the potential of the Internet, through their web sites in particular, and realise significant competitive advantages. The Business Activity Model provides managers in all industries with a tool for the detection and understanding of potential elements of competitive advantage, and incorporates all activities critical to business in the new digital economy. Seven practical recommendations for improved online performance based on identified competitive advantage and strategies fulfils the primary objective of this research. E-commerce continues to grow at astronomical rates, and with the Internet poised to become the life-blood of 21st century sporting organisations, these recommendations will assist managers in their ongoing search for competitive advantage.
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Kansell, Jens, and Fredrik Jonsson. "Sport consumers’ attitudes towards relationship marketing – The case of Brynäs IF." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-18882.
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Aim: The aim of this study is to investigate the sport consumers´ attitudes towards relationship marketing. We want to investigate whether the consumers are relationship oriented or transaction oriented and whether different segments differ in their orientation. Method: A quantitative study was made and the data was collected using a likert scale questionnaire which consisted of statements to which the respondent answered to which degree he/she agreed or did not agree. The data collected was analyzed in SPSS using a bivariate correlations analysis and a factor analysis. Findings: Our findings shows that most sport consumers tend to be relationship oriented and have a positive attitude towards the different relationship activities that they can come in contact with during a hockey game. There are however sports consumers who tends to have a transaction orientation and in their decision process the price is the most important aspect. We also find evidence that there are both consumers with a passive relationship orientation and with an active relationship orientation. Contribution: Regarding practical implications sports organizations should be aware that they have customers of both kinds of orientation and therefore it is important to interact with the relationship oriented customers. They appreciate the interaction with the organization and this can be used by the organization in order to further develop their relationships with the customers. On the other hand the transaction oriented prefers not to be engaged into the same kind of interaction, for them the prices are more important so working with pricing strategies towards transaction oriented customers is what we would suggest. Regarding the theoretical contributions this study provides results regarding the consumers’ perspective and attitudes towards relationship marketing in Sweden which has been neglected in theories. We provide evidence within the limits of the study that a big part of sport consumers tend to be relationship oriented but also that there is a segment that rather tend to be transaction oriented. Future research: We suggest that future research could be conducted within this topic. Studies investigating the same topic in other geographical regions and in other sports are encouraged in order to further increase the generalizability. It would also be interesting to see a study that focuses on investigating if there are certain segments that can be detected that tend to be transaction oriented rather than relationship oriented. We also suggest studies being done on the topic of pricing and what kind of pricing strategies that would be beneficial for Swedish sports organizations. Keywords: Relationship marketing, Customer relationship management, consumer attitudes, Service marketing.
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Kraft, Patrick M. "An analysis of the sport brand in the 21st century." [Bloomington, Ind.] : Indiana University, 2008. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3332469.
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Thesis (Ph.D.)--Indiana University, School of Health, Physical Education and Recreation, 2008.Title from home page (viewed on May 14, 2009). Source: Dissertation Abstracts International, Volume: 69-09, Section: A, page: 3634. Adviser: Kimberly S. Miloch.
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Damalakaitė, Eglė. "Lietuvos sporto paveldo poveikis populiarinant sportą jaunimo tarpe Kauno mieste." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100605_002323-56632.
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Darbo objektas - Lietuvos sporto paveldo poveikis populiarinant sportą jaunimo tarpe.
Tyrimo problema - kokį poveikį turi sporto paveldas populiarinant sportą jaunimo tarpe?
Darbo tikslas - įvertinti sporto paveldo poveikį populiarinant sportą jaunimo tarpe.
Darbo uždaviniai:
1. Išnagrinėti sporto paveldo raidos ir raiškos ypatumus.
2. Išsiaiškinti Lietuvos sporto muziejaus (LSM) veiklos situaciją kūno kultūros ir sporto sistemos kontekste.
3. Atskleisti jaunimo laisvalaikio pasirinkimų situaciją Lietuvoje.
4. Nustatyti sporto muziejaus lankytojų ir sporto mokymo įstaigų moksleivių LSM veiklos įtaką apsisprendimui sportuoti.
5. Pateikti vadybinius sprendimus Lietuvos sporto muziejaus veiklos plėtrai populiarinant sportą ir tuo didinant įtaką jaunimo apsisprendimui sportuoti.
Tiriamieji klausimai ir hipotezės:
1. jaunimas silpnai susipažinęs su sporto paveldu ir jo objektais;
2. sporto muziejus teigiamai veikia pasiryžimą sportuoti ir siekti rezultatų;
3. sporto paveldas domina visuomenę ir yra gerai žinomas;
4. sporto paveldu domisi tik sportuojantis jaunimas;
5. sudominti sporto paveldu jaunuoliai yra pasiruošę padėti jį propaguoti;
Mokslinės problemos formulavimas - kokį poveikį atlieka sporto paveldas populiarinant sportą jaunimo tarpe?
Metodika
Darbe taikyti tyrimo metodai: anketinė apklausa, interviu su ekspertais
Raktiniai žodžiai: paveldas, sporto paveldas, jaunimas, sportas.
Svarbiausios išvados ir rekomendacijos:
Lankiusieji Lietuvos sporto muziejų įgauna... [toliau žr. visą tekstą]Object of the work - Influence of the heritage of Lithuanian sport when popularizing sport among young people. Problem of the research – What influence does the heritage of sport have when popularizing sport among young people? Purpose of the work – To evaluate the influence of the heritage of Lithuanian sport when popularizing sport among young people. Tasks of the work: 1. To analyze the peculiarities of the development and expression of the heritage of sport. 2. To reveal the situation of the free time choices for young people in Lithuania. 3. To ascertain the situation of the activity by the sport museum in the aspect of the sport popularization. 4. To determine the assessment by present and potential visitors of the museum how the activities by the sport museum influence the determination to go in for sports. 5. To present management decisions for the development of the sport museum of Lithuania when popularizing sport and increasing the influence on the determination by young people to go in for sports. Exploratory questions and hypotheses: 1. Young people know little about the heritage of sport and its objects. 2. The sport museum of Lithuania has a positive influence on the determination to go in for sports and reach for results. 3. The heritage of sport interests the society and is well-known. 4. Only young people who go in for sports are interested in the heritage of sport. 5. Young people who are interested in the heritage of sport are ready to help to propagate... [to full text]
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Jones, Charles W., Kevin K. Byon, and K. A. Kim. "Value Co-creation in Sport." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/3968.
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Desbordes, Michel. "Diffusion des matériaux, changement technologique et innovation : analyse et étude de cas dans l'industrie du sport instrumenté." Strasbourg 1, 1998. http://www.theses.fr/1998STR1EC06.
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La diffusion des matériaux constitue la clé de voute du système technologique sur lequel est base l'industrie du sport instrumente (ski, cycle, nautisme). Ceux-ci rendent en effet possible l'amélioration des produits existants, tout en créant de nouvelles activités l'auteur sollicite tout d’abord des champs théoriques varies pour préciser le concept de diffusion (économie industrielle, sciences de gestion, marketing, sociologie, ethnologie des objets) ii souligne ensuite les spécificités et les contraintes inhérentes a l'industrie du sport : celle-ci se révèle complexe, ce qui nécessite une méthodologie sophistiquée. En considérant trois niveaux d'analyse (la demande, le secteur industriel, l'organisation), l'auteur mène enfin trois recherches empiriques (enquête auprès des pratiquants, analyses sectorielles études de cas). Ces investigations permettent d'affiner le concept théorique de diffusion de l'innovation, tout en apportant des éléments de réponse aux préoccupations des praticiens de l'industrie du sport (notamment en matière de stratégie, marketing, recherche & développement)The diffusion of materials is the keystone of the technological system on which the instrumented sports industry relies (skiing, cycling, sailing). Materials allow improvements of existing products as well as they create new sports activities. The author first appeals to varied theoretical fields in order to define more precisely the concept of diffusion (industrial economics, management science, marketing, sociology, ethnology of things). He then points out the specificities and constraints inherent in the sports industry : as the latter proves complex, a sophisticated methodology is required. Considering three levels in his analysis (the demand the industrial sector, the organization), the author carries out three empirical researches (survey by sportsmen and women, sector analysis and case studies) these investigations allow him to precise the theoretical concept of innovation diffusion, as well as to bring parts of an answer to the managers in the sports industry (especially in the fields of marketing, research and development or strategy)
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Korosuo, Saku. "Social media as a marketing tool for extreme-sport oriented companies." Thesis, Umeå universitet, Institutionen för informatik, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73329.
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Marketing in social media has been studied extensively in recent years, but not specifically for extreme-sport oriented companies. Even though most of the extreme-oriented companies are using social media for marketing, only a few pay special attention to its risks and possibilities. The purpose of this study is to identify extreme-sport oriented companies' practices to use social media as a marketing tool. I interviewed eight extreme- oriented companies and athletes. In addition to interviews, I also performed a four weeks observation in social media, mostly in Facebook and Twitter, and made notions about companies' practices in using social media for marketing. Almost all interviewed companies (88 %) were using social media. They usually posted updates about once a week and did not have a marketing strategy. However, it is possible that larger companies, which were not directly interviewed in this study, have a clear strategy for marketing in social media. Interviewed companies used social media in an improvised and unplanned manner. However, through trial and error, extreme-sport oriented companies have found their way to use social media effectively. Writing posts in social media about new products, upcoming events, offers, extreme-sport pictures or films and up-to-date information about the company seemed to be a good way to use social media for marketing. Most of the extreme-sport oriented companies can find social media a very useful marketing tool, but only if they have resources and time to invest to be active on social media.
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Vybíral, Jaroslav. "Sponzoring českého olympijského týmu." Master's thesis, Vysoká škola ekonomická v Praze, 2006. http://www.nusl.cz/ntk/nusl-77318.
Full textAbstract:
Práce se zabývá aktuální marketingovou záležitostí sponzoringu sportu na konkrétním případě Českého olympijského týmu. Cílem této práce je na základě zrealizovaného výběrového šetření po ukončení olympijských her v Turíně 2006 zhodnotit efektivnost komunikace partnerů Českého olympijského týmu a kvantifikovat míru znalosti jejich partnerů v cílové skupině. Zároveň byly v práci pro porovnání využity výsledky předchozích výzkumů, které zpracovala profesionální agentura.
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Price-Rhea, Kelly. "Sport Environment/Atmospherics: Impact on the Physical and Online Spectator Event Experience." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etsu-works/474.
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This chapter discusses atmospherics as a sport marketing strategy. Even though it has traditional retail roots, atmospherics have emerged as a strategy that may be utilized in the physical, online, and mobile sport environments. A comprehensive review of major traditional and sports atmospheric variables, online atmospheric variables, and applications to sport are discussed. In addition, the spectator experience cycle is introduced with atmospheric correlations. The purpose of the chapter is to explain why atmospherics are important to the sport industry and to demonstrate how sport marketers may use physical, online, or mobile atmospherics to enhance spectator experience, increase loyalty, impact attitude, consumer choice, and impact purchase behavior. In addition, the chapter is meant to emphasize the importance of atmospherics to ultimately achieve promotional and marketing objectives. Finally, future research directions are recommended.
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Růžová, Monika. "Marketingový mix posilovny Sport Centrum Budokan." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15736.
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The aim of this work is to describe and analyze the marketing mix and marketing activities of the fitness SPORT CENTRUM BUDOKAN with the emphasis on increasing its attractiveness and competitiveness, to identify possible deficiencies and to give a list of recommendations for the owner of the fitness, i.e. to make a proposal of a compact marketing strategy. Based on my own marketing analysis (positional analysis, SWOT analysis, mystery shopping, polling, observation and benchmarking), I have designed my own marketing strategy, which would lead to the established aim.
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Jones, Charles W. "Idea Generation and Hypotheses Development in Sport Management Research." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/3962.
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Bowler, Venisha E. "Sport marketing plan for the Historically Black Colleges and Universities Basketball Tournament." Master's thesis, This resource online, 1994. http://scholar.lib.vt.edu/theses/available/etd-01202010-020313/.
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Christiansen, L. A., Amanda Greene, and Charles W. Jones. "College Football Revival: Analyzing a Commuter School’s Marketing Efforts and How They Impact Key Stakeholders." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/3965.
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Charalambous-Papamiltiades, Maria. "Sport marketing in Cyprus : the dynamics of the sport sponsorship context : emergence, development and management practices in the football industry." Thesis, Loughborough University, 2013. https://dspace.lboro.ac.uk/2134/13436.
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This thesis investigates the underlying mechanisms and processes that shape sport sponsorship in Cyprus. A systematic review of the international sport sponsorship literature (1980-2009) is undertaken and used as the guide for the qualitative empirical study concentrating on football sponsorship activity undertaken in Cyprus as a developing sport sponsorship market. The systematic review reveals sponsorship management structures, practices, tendencies, and models adopted at a range of national settings, and discloses contrasts that exist in different contexts. The findings of the systematic review highlight the management practices employed by sponsors, such as their motives, decision-making practices, activation and leveraging initiatives, objectives, and evaluation processes. With regard to the empirical investigation, sponsorship activity is viewed and interpreted within the broader social and cultural context in which it takes place. The analysis of the findings is informed by critical realism paradigm, so that the underlying causal mechanisms and structures shaping (or influencing) sponsorship activity in Cyprus are identified and discussed. Specifically, the findings of study, which focused on the top division of the national professional league, revealed the existence of a sponsorship continuum involving four significantly different sponsorship approaches, ranging from purely philanthropic to heavily rational and commercial. Interestingly, the study revealed the interdependence of global and local processes within the sponsorship-related practices, suggesting that sponsorship arrangements in this specific context are marked culturally by processes of glocalisation. Such processes appeared to be vividly expressed in sponsorship-related projects in Cyprus, and involved an amalgamation of several local and cultural factors such as a strong prevalence of localism, nationalism, political clientelism, and reliance on personal relations. Community pressures seemed to have a central role in sponsorship related decision-making, whilst sponsorship activity appeared also to be influenced by the structure of the sponsors industry, the organisational structure and corporate culture, as well as by the structure and local specificity of the football market in Cyprus. More specifically, competitive imbalance of the national league, politicisation of football, the level of competition within a particular industry, and centrality of authority and control (both organisational and cultural), are additional factors that appeared to impact sponsorship activity in the specific market.
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Theuma, Nadia. "Identifying the cultural tourism product in Malta : marketing and management issues." Thesis, University of Strathclyde, 2002. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21193.
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The Maltese Islands, traditionally renowned for their mild Mediterranean climate and sea, are a mass tourist destination. Recent tourism policy has increasingly aimed at promoting the extensive historical and cultural heritage of the islands as a market diversification tool; resulting in the development of cultural tourism. Literature on cultural tourism focused on its relationships to cultural tourists and the local community, and on its marketing and management. A macroscopic study on cultural tourism was conducted using a Grounded Theory approach which looked at the understanding and interactions of a number of stakeholders (MTA, tour-operators, cultural providers and the local community) as they promoted the local cultural tourism product through marketing and management practices. The research findings showed that the Maltese cultural product on offer needed consistent renewal as there was a lack of consensus amongst stakeholders, on what should be promoted as culture a nd consequently what were cultural tourism and the cultural product. These perspectives often resulted in stereotypical Mediterranean imagery which detracted from proactive marketing campaigns. Furthermore, the study showed that the institutional organisation of culture was fragmented, with limited collaboration amongst stakeholders, which effectively hindered a comprehensive management of cultural tourism. The study called for a comprehensive definition of Maltese culture, widely endorsed by stakeholders, reflected in an extensively diversified cultural tourism product that would introduce elements such as gastronomy and crafts to complement the already established heritage and festivals. Moreover, the fact that many aspects of the cultural product were closely identifiable with localities suggested that the eventual success of its marketing and management depended to a large extent, on getting local communities more involved and/or to claim ownership. Finally, there was a need for 'cultural intermediaries', intent on promoting a cultural product via a quality service with a solid education in cultural-related matters.
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Soares, Mario Luiz. "A miopia do marketing esportivo dos clubes de futebol no Brasil: proposta de um modelo de gestão de marketing esportivo para os clubes brasileiros." Universidade de São Paulo, 2007. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-22082007-125144/.
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Apesar da existência de modelos externos, percebe-se a sua pouca utilização em estratégias ou ações mercadológicas nos clubes brasileiros, que preferem focar suas ações nas propostas de curto prazo (patrocínio), em detrimento das propostas estruturadas em aspectos culturais, sociais, econômicos e políticos do país (região) e do próprio clube.O problema de pesquisa derivou da percepção do pesquisador, da ausência de ações de marketing esportivo que contemplassem as características próprias do cenário futebolístico nacional, havendo, no entanto, a existência de ações primárias que almejavam resultados em curto prazo, em detrimento de propostas de médio e longo prazo. Verificaram-se modelos de gestão que atendiam às necessidades (temporárias) administrativas dos clubes envolvidos em processos de transformação para clube-empresa No entanto os modelos vigentes atendiam parcialmente e temporariamente às necessidades dos clubes envolvidos. Em função das transformações pelas quais passam os clubes e o futebol brasileiro, buscou-se pela identificação e caracterização das variáveis da estratégia de marketing esportivo elaborado e implementado pelos clubes em estudo, além da identificação e análise das variáveis que caracterizam o marketing esportivo dos clubes estudados e da proposição de um modelo estratégico de gestão de marketing esportivo a partir dos conhecimentos obtidos pela pesquisa. Esta proposta partiu do pressuposto que, ao se identificarem e analisarem as variáveis que contribuem para ?falta de previsão nos empreendimentos de marketing? e que dificultam o processo de gestão mercadológica, poderia ser proposto um modelo teórico que atendesse às características essenciais da estratégia de marketing esportivo para os clubes-empresa brasileiros. Procurouse então verificar os aspectos que definem o estado de miopia do marketing esportivo nas estratégias de marketing esportivo dos clubes de futebol no Brasil. Quanto à metodologia optou-se pela abordagem exploratória. A opção pelo estudo de caso (Clube Atlético Paranaense e Grêmio Futebol Porto Alegrense) deu-se face à sua característica de gerar hipóteses e descobrimentos. Utilizou-se como instrumento de coleta de dados a entrevista em profundidade, análise de documentos disponibilizados pelos clubes e um diário de pesquisa para relato das observações do pesquisador sobre os dados relevantes, sendo seus relatórios comparados posteriormente. O estudo permitiu a seguinte conclusão: os clubes estudados se utilizam de modelos que não atendem às características nacionais e regionais; as estratégias de marketing analisadas, apresentam ?barreiras ou dificultadores? que comprometem sua gestão profissional; suas estratégias baseiam-se em dados incertos e propostas de ações paliativas e de curto prazo. No que se refere a proposta do modelo de gestão para o plano de marketing esportivo, este procurou atender às (?GAP?) diferenças percebidas entre o que era proposto pelos gestores e o que efetivamente ocorria após a implementação do plano de marketing. Considerando que esses clubes, objeto do estudo de caso, foram ou são referências no que se refere às estratégias de marketing, concluiu-se que o resultado pode se estender para as demais agremiações, caracterizando o estado de ?miopia das estratégias de marketing esportivo dos clubes de futebol no Brasil? que, por conseqüência, dificulta o processo de gestão profissional dos clubes nacionais.Although the existence of external models, it is perceived its little marketing use in strategies or actions in the Brazilian clubs, that prefer to focus its action in the proposals of short term (sponsorship), in detriment of the proposals structuralized in cultural aspects, social, economic and politicians of the country (region) and the proper club. The research problem derived from the perception of the researcher, of the absence of actions of sporting marketing that contemplated the proper characteristics of the national football scene, having, however, the existence of primary actions that longed for resulted in short term, in detriment of proposals of medium and long run. Management models had been verified that took care of to the necessities (temporary) administrative of the involved clubs in processes of transformation for club-company. However the effective models in force, took care of partially and temporarily to the necessities of the involved clubs. In function of the transformations for which pass the clubs and the Brazilian soccer, it was searched for the identification and characterization of the sporting marketing strategy variable elaborated and implemented by the clubs in study, beyond the identification and analysis of the variable that characterize the sporting marketing of the studied clubs, beyond the proposal of a strategical model of management of sporting marketing from the knowledge gotten for the research. This proposal left of the estimated one that if identifying and analyzing the variable that contribute for ?lack of forecast in the marketing enterprises? and that make it difficult the process of marketing management, could be considered a theoretical model that took care of to the essential characteristics of the strategy of sporting marketing for the Brazilian club-company. It was looked then to verify the aspects that define the state of myopia of the sporting marketing in the strategies of sporting marketing of the clubs of soccer in Brazil. As for the methodology, it was opted to the exploratory boarding. The option for the case study (Athletical Club Paranaense and Grêmio Soccer Porto Alegrense) gave face to its characteristic to generate hypotheses and discoveries. It was used as instrument of collection given to the interview in depth, document analysis disposable by the clubs and a daily one of research for story of the comments of the researcher on the excellent data, being its reports comparative later. The study allowed the following conclusion: the studied clubs use models that do not take care of to the national and regional characteristics; the analyzed strategies of marketing, present ?barriers or dificultors? that compromise its professional management; its strategies are based on uncertain data and proposals of palliative actions and short term. With respect to proposal of the model of management for the plan of sporting marketing, this looked for to take care of to this ?GAP?, perceived between what was considered for the managers and what effectively occurred after the implementation of the marketing plan. Considering that these clubs had been or are references as for the marketing strategies, was concluded that the result can be extended for the clubs in general, characterizing the state of ?myopia of the strategies of sporting marketing of the clubs of soccer in Brazil? characterizing that, for consequence, makes it difficult the process of professional management of the national clubs.
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Mazurkiewicz, Dirk [Verfasser]. "TV-Marketing im Sport - Instrumente und Randbedingungen: Faktoren des TV-Erfolgs von Sportverbänden / Dirk Mazurkiewicz." Köln : Zentralbibliothek der Deutschen Sporthochschule, 2006. http://d-nb.info/1071865064/34.
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Silveira, Miguel Ângelo Ferreira. "Perfil do e-adepto do Sport Lisboa e Benfica." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7664.
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Mestrado em MarketingA indústria do futebol profissional tem registado um grande crescimento nas receitas e no número de adeptos sendo atualmente uma grande indústria. A relação dos adeptos com o clube é cada vez mais próxima, com a colaboração das redes sociais e da Web 2.0. Esse facto tem-se refletido no maior número de websites não-oficiais criados pelos adeptos e no maior número de adeptos participantes em comunidades online dedicadas ao seu "clube de coração". Esta investigação procura descrever o e-adepto do SL Benfica. O estudo permitirá perceber de que forma os adeptos do SL Benfica sentem a sua relação com o clube e de que forma esse sentimento é espelhado na participação nas comunidades online dedicadas ao clube. É ainda feita uma comparação entre dois grupos de adeptos, distinguidos com base no seu comportamento de participação nas comunidades online. Os resultados do estudo confirmam que apesar de a grande maioria dos adeptos sentir uma identificação forte com o clube, são muito menos os que manifestam o desejo de participar nas comunidades online. A grande maioria dos adeptos não exibe comportamentos tribalistas no contexto online. No entanto, concluiu-se que associado a um comportamento mais ativo de participação nas comunidades online do clube, está uma maior proximidade da relação com o clube. A distância geográfica ao clube também foi identificada como um fator associado à maior participação nas comunidades online.
The professional football industry has experienced a period of strong growth in revenue and number of supporters and is currently considered as a big industry. The relationship between the football club and its supporters is increasingly closer, namely with the help from the social media and Web 2.0. This can be seen in the growing number of non-official websites that have been created by supporters and in the increasing number of supporters who participate in online communities dedicated to their favorite club. This research proposes to describe the e-supporter of SL Benfica. This thesis aims to understand the manner in which the SL Benfica supporters feel in relation to their club, as well as the way in which this feeling is mirrored in their involvement in the online communities dedicated to this club. Furthermore, two groups of supporters are compared and distinguished based on their behavior concerning their participation in the online communities. The results of this study have confirmed that although the majority of supporters feels that they strongly identify with the club, there are not many of those who express the desire to be involved in the online communities. The majority of the supporters do not exhibit tribalist behavior in the online environment. However, this investigation has concluded that a closer relationship with the club is associated with a stronger involvement in the online communities of the club. The club geographical distance was also considered to have an influence in a greater participation in the online communities."
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Dieninis, Karolis. "Lietuvos masinio sporto klubų tvaraus finansavimo užtikrinimo prielaidos." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_125519-01769.
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Darbo objektas. Lietuvos masinio sporto klubų tvaraus finansavimo užtikrinimo galimybės ir kliūtys.
Darbo tikslas. Ištirti Lietuvos masinio sporto klubų tvaraus finansavimo užtikrinimo prielaidas.
Darbo uždaviniai:
1. Apibrėžti masinio sporto ir masinio sporto klubo vystymo teorines koncepcijas;
2. Išanalizuoti masinio sporto klubų finansavimo ypatybes;
3. Išanalizuoti Lietuvos masinį sportą reglamentuojančius teisės aktus ir veiklos dokumentus;
4. Atlikti Lietuvos masinio sporto klubų tvaraus finansavimo užtikrinimo galimybių ir kliūčių analizę, apklausiant sporto šakų federacijų atstovus bei miestų savivaldybių sporto specialistus;
Svarbiausi rezultatai ir išvados:
1. Masinis sportas – mėgėjų sportas, organizuotas nacionalinių sporto šakų federacijų lygmeniu ir kurio organizavimui labai svarbi savanorių pagalba. Masinis sportas dažnai vykdomas mėgėjų sporto klubuose – asociacijose, kurių nariai yra individualūs asmenys ir kurių esminis tikslas – suteikti visiems gyventojams galimybę užsiimti sportu vietiniame lygmenyje;
2. Masinio sporto klubai, ieškodami finansų savo funkcionavimui, gali remtis šiais šaltiniais: šalies gyventojų išlaidomis sportui, lėšomis iš nacionalinio bei vietinio biudžeto, savanorišku darbu, rėmėjų skiriamomis lėšomis; lėšomis, gautomis už žiniasklaidos teises; lėšomis iš loterijų, lažybų ir lošimų operatorių; lėšomis, gautomis per sporto sistemoje egzistuojančius finansinio solidarumo mechanizmus bei ES projektinio finansavimo lėšomis.
3. Lietuvos... [toliau žr. visą tekstą]Object of this paper. Possibilities and barriers for Lithuanian grassroots sports clubs to ensure sustainable funding. Aim of this paper. To explore the presumptions for Lithuanian grassroots sports clubs to ensure sustainable funding. Tasks of this paper: 1. To define theoretical concepts of development of grassroots sports and grassroots sports club; 2. To analyze funding features of grassroots sports clubs; 3. To analyze legal acts and work documents, which regulates grassroots sports in Lithuania; 4. To analyze possibilities and barriers for Lithuanian grassroots sports clubs to ensure sustainable funding by interviewing representatives from national sports federations and sports experts from municipalities. Main results and conclusions: 1. Grassroots sports – amateur sports, organized at the level of national sports federations and which strongly depends on voluntary work. Grassroots sport is usually exercised in amateur sports clubs – associations, which members are individuals and which essential goal is to privide all people with oportunities to practise sports on local level. 2. Main funding sources for grassroots sports clubs are: households expenditures, finances from local and national budgets, voluntary work, media rights, finances from lotteries, gambling and betting operators, finances designated through financial solidarity mechanisms and EU funding programmes. 3. Laws in Lithuania influence grassroots sports clubs by regulating both direct and indirect state... [to full text]
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Jones, Charles W., Kevin K. Byon, Paul M. Pedersen, and Antonio Williams. "Development and Validation of Value Co-creation in Sport." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etsu-works/3967.
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Reese, Lisa A. "Marketing the authentic surfer authenticity, lifestyle branding, and the surf apparel industry /." Pullman, Wash. : Washington State University, 2009. http://www.dissertations.wsu.edu/Thesis/Fall2009/l_reese_112809.pdf.
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Thesis (M.A. in apparel, merchandising, and textiles)--Washington State University, December 2009.Title from PDF title page (viewed on Jan. 19, 2010). "Department of Apparel, Merchandising, Design, and Textiles." Includes bibliographical references.
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Hemmonsbey, Janice Dorothy. "The strategic value of sport to the Cape Town city brand." Thesis, Cape Peninsula University of Technology, 2015. http://hdl.handle.net/20.500.11838/2110.
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Thesis (MTech (Sport Management))--Cape Peninsula University of Technology, 2015.Although the concept of place branding is still relatively new, there is an increasing awareness of the significant impact which sport can have on a city‟s brand. Cities are now considering the addition of sport to their brand traits and are focusing on sport re-imaging, due to the advanced nature of international sport, and the economic and social gains associated with hosting major sport events. The hosting of sport events is increasingly being viewed as part of a broader tourism strategy aimed at enhancing the profile of a city. This particular study was based upon investigating the strategic value of sport to the city brand of Cape Town. The aim of the study was to investigate the role which key sport brands and city stakeholders and all-encompassing sport entities play for the city brand. This has been achieved via a series of semi-structured interviews conducted with 12 key industry stakeholders in Cape Town. A review of case studies, academic journal articles, and other relevant secondary sources of information has been used to contextualise these findings. This study clearly identifies the extent to which sport holds a strategic value for the Cape Town city brand. It clarifies that sport events, facilities, sport teams and personalities, and sport brands and sponsors all add valuable contributions to the city brand. The study reveals the strategic elements of sport that create city branding opportunities for establishing a national and global competitive position.
National Research Foundation
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Meyer, Katherine Conner. "Sport nostalgia: An examination of familiarity and intended behavior." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1275393944.
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Narkun, Marius. "A.Ratkevičiaus sporto mokyklos valdymo efektyvumo analizė." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_130044-71215.
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Darbo objektas: A.Ratkevičiaus sporto mokyklos valdymas
Darbo tikslas: Nustatyti ar efektyviai valdoma A.Ratkevičiaus sporto mokykla
Darbo uždaviniai:
1. Atskleisti teorinius sporto statinių valdymo ypatumus;
2. Išanalizuoti sporto statinių efektyvaus valdymo kriterijus;
3. Išanalizuoti A.Ratkevičiaus sporto mokyklos valdymo efektyvumą.
Rezultatai ir išvados:
1. Darbo metu buvo atskleisti teoriniai sporto statinių efektyvaus valdymo aspektai. Išanalizavus mokslinę literatūrą paaiškėjo, kad sporto statinių valdymas – tai sudėtingas procesas. Sporto statinių valdymas apima tokias valdymo sritis, kaip: žmogiškųjų išteklių valdymas, infrastruktūros valdymas ir įrenginių panaudojimas, teikiamų paslaugų paketo formavimas, ir siūlymas rinkai. Sporto statinių vadovai taip pat turi mokėti spręsti finansines problemas.
2. Sporto objektų efektyvaus valdymo kriterijai išskiriami vadovaujantis ekonominio racionalumo ir organizacijos sistemos teorijomis. Pagal šias teorijas efektyvumas vertinamas tokiais kriterijais: sporto statinio rezultatų atitikimas keliamiems tikslams; efektyvus išteklių panaudojimas (veiklos vykdymas mažiausiomis finansinėmis sąnaudomis, sporto statinio užimtumas ir kt.); efektyvus išteklių valdymas (įrenginių priežiūra, statinio palaikymo politika ir kt.).
3. Atlikus tyrimą, paaiškėjo, kad A.Ratkevičiaus sporto mokykla yra valdoma neefektyviai. Nors pradėjus šiai įstaigai vadovauti naujam direktoriui, matomas ženklus efektyvumo pagerėjimas, tačiau šiuo metu jis... [toliau žr. visą tekstą]The object of research: Management of A.Ratkeviciaus sports school The aim of work: to determine how effectively A.Ratkeviciaus sports school is being managed. The tasks of work: 1. To reveal theoretical side of ruling the sport facilities; 2. To analyze most effectiveness management criteria of sport facilities; 3. To analyze efficiency of management in A.Ratkeviciaus sports school. Conclusions: 1. The efficient aspects of the theoretical sports constructions was covered by the work. The analysis of the scientific literature came up with the results of the complexity and difficulties in the management of sports objects. Sports facilitie’s management covers the fields of human resource management, buildings managements and usage of machinery, creation of package for provided services and it's supply for the market. The executives of the sports constructions must be ready for facing the financial difficulties 2. Effective management of sports facilities are distinguished in accordance with the criteria of economic rationality and theories of organisation. According to these theories efficiency is evaluated by the following criteria: Reaching the targets; efficient use of resources (financial operating performance at the lowest cost, employment and sports facilities, etc.) efficient management of resources (equipment maintenance, building maintenance policy, etc.). 3. After research, it appeared that A.Ratkeviciaus sports school is not managed effectively. Although the... [to full text]
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Martins, Fabiano Fernandes. "Marketing de relacionamento no futebol: o programa sócio-torcedor do Sport Club Corinthians Paulista." Pontifícia Universidade Católica de São Paulo, 2016. https://tede2.pucsp.br/handle/handle/19050.
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The cultural and socio-economic importance of football in the country is portrayed in the Brazilian daily. The sport exhibition has great space in all forms of communication and has been a strategic partner to transmit the messages from different companies. In this context, the demand for sports marketing has grown each year and football has become a major player. However, sports organizations increasingly need of revenue to keep doing football entertainment, an event and an attractive sport. This is the moment where relationship marketing, through partner programs fans, reveals a great ally. Through a case study of the relationship and loyalty program of the Sport Club Corinthians Paulista, called Faithful Fan, it was revealed that the socio fan program creates differentiation, loyalty and strengthens the sports brand, becoming a powerful means of consumer supporter transformation
A importância cultural e socioeconômica do futebol no país é retratada no cotidiano dos brasileiros. A exposição do esporte tem grande espaço em todas as formas de comunicação e tem sido parceira estratégica para transmitir as mensagens das mais diversas empresas. Nesse contexto, a demanda pelo marketing esportivo tem crescido a cada ano, e o futebol, se tornado um grande protagonista. Contudo, as entidades esportivas precisam cada vez mais de receitas para continuar fazendo do futebol um entretenimento, um evento e uma prática esportiva atraente. É nesse momento que o marketing de relacionamento, através dos programas de sócio-torcedores, revela-se um grande aliado. Por meio de um estudo de caso do programa de relacionamento e fidelização do Sport Club Corinthians Paulista, denominado Fiel Torcedor, revelou-se que o programa sócio-torcedor cria diferenciação, fideliza e fortalece a marca esportiva, tornando-se um poderoso meio de transformação do torcedor em consumidor
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Halforty, Gail Avril. "Constraints to students' participation in sport on a formalised level: implications for marketers." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1012120.
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The rate of obesity has risen dramatically over recent years and is an epidemic in many countries. School pupils and university students are no exception to this. The negative effects physically, mentally and emotionally of being overweight are detrimental to one’s quality of life. It is therefore critical to encourage pupils and students to participate in physical activity. Formalised sport is a key component of encouraging physical activity. The habits learnt in childhood and early adulthood are often carried through for the rest of one’s life. The benefits of participating in sport need to be promoted extensively to the students, as research has shown students that participate in sport are not only healthier but achieve better academic results. This study examined the constraints to students’ participation in formalised sport. The empirical data was collected by means of a survey, using self-administered questionnaires distributed to students on the three Summerstrand campuses at the Nelson Mandela Metropolitan University in Port Elizabeth. Two hundred and eighty three usable questionnaires were received. Time and scheduling was found to be the most constraining factor to participation in sport. I am too busy with my university studies attracted the highest mean score of all the items on the questionnaire. It is recommended that: • sport organisers at NMMU emphasise to the students the benefits of regular participation in physical activity; • the effectiveness of the current NMMU sport programmes and accessibility be further investigated as only 18 per cent of the students in 2011 were participating in sport programmes at NMMU; • time management skills be taught to the NMMU students as the Time and scheduling constraint was the most profound constraint to participation in formalised sport; • NMMU academic staff work more closely with the staff at the University Sport Bureau to promote regular sport participation and to disseminate sport related information that could promote being more actively involved in sport; and • relevant introductory sport programmes and more internal leagues be offered, that gently introduce various sport codes to the students.
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Farrelly, Francis John. "A predictive model of sport sponsorship renewal in Australia." Title page, abstract and table of contents only, 2002. http://web4.library.adelaide.edu.au/theses/09PH/09phf245.pdf.
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Bibliography: leaves 231-291. This thesis investigates key drivers of sponsorship renewal. The market orientation of sponsors, and their perception of their sponsored entity's (property's) market orientation, are analysed as antecedents of the trust invested by sponsors in the relationship, the level of commitment they exhibit and both the economic and non-economic satisfaction they derive from it. Sponsor economic and non-economic satisfaction and their commitment to the relationship are considered to be the ultimate drivers of the decision to renew. The argument is presented that sponsorship is a form of strategic or co-marketing alliance. The Australian Football League, the leading sponsorship property in Australia, is investigated in the empirical part of the thesis.
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Greene, Amy E., Andy R. Dotterweich, and Mauro Palmero. "Social Media: Perceived Effectiveness as a Marketing Tool for NASCAR Speedways." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/etsu-works/3764.
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Šustková, Eva. "Analýza a zhodnocení marketingové strategie BK Lions Jindřichův Hradec." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-165337.
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The aim of this thesis is to analyse and evaluate the marketing strategy of a professional basketball club which currently acts in the highest competition in the Czech Republic Mattoni NBL and purpose its possible improvement. The thesis is based on theoretical knowledge of administration and financing of sports organizations and on marketing with the focus on sports. The practical part is based on marketing situational analysis and mainly on my own research. These will be the basis for the analysis and evaluation of each segment of the club's marketing strategy and also for purposing specific measures to enhance them and make them more effective.
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Shonk, David J. "Perceptions of service quality, satisfaction and the intent to return among tourists attending a sporting event." Columbus, Ohio : Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1148617265.
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Alionis, Laimonas. "Sporto renginių organizaciniai aspektai Kaišiadorių rajone." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130906_132010-19389.
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Bakalauro darbo autorius IV kurso turizmo ir sporto vadybos programos Lietuvos sporto universiteto studentas Laimonas Alionis. Darbo tema - sporto renginių organizaciniai aspektai Kaišiadorių rajone. Šiuo darbu buvo norima išanalizuoti ir ištirti sporto renginių Kaišiadorių rajone organizavimo aspektus. Tikslinė auditorija - 46 - 55 metų, aukštąjį išsilavinimą turintys tarnautojai, kurių mėnesinės pajamos 1501 - 2500 litų. Pagrindiniai sporto renginių Kaišiadorių rajone organizavimo aspektai yra šie: renginio planavimo procesas, renginio tikslas, tikslų nustatymo mechanizmas, pajamų šaltinių nustatymas, pajamų paskirstymas, reklama, žmogiškųjų išteklių valdymas, savanorių dalyvavimas ir netikėtumo veiksnio analizė. Sporto renginiai Kaišiadorių rajone yra vykdomi nuosekliai. Daug dėmesio skiriama renginio planavimo etape tikslų nustatymui, kurių yra laikomasi iki renginiui pasibaigiant. Sporto renginiai organizuojami sporto visiems principu, kuriuo siekiama masiškumo, tačiau savivaldybės parama į renginio biudžetą yra nedidelė.The author of the bachelor work is the IV course Lithuanian sport university student Laimonas Alionis of tourism and sport management program. The object of the work is sport events and their organizing aspects in Kaisiadorys district. The aim of the work is to analyze and investigate the aspects of the sport events in the Kaisiadorys district. Target audience - 46 - 55 years old, higher educated employees, with a monthly income of 1501 - 2500 LTL. The main aspects of organizing sport events in the Kaisiadorys district are: events planing process, the aim of event, the mechanism of aim setting, indentifying the sources of income, income distribution, advertising, human resources management, volunteering and the analyses risk factor. The sport events in the Kaisiadorys district are enforced consistently. A lot of attention is on the sport event planing and the stage purpose setting, which needs to be followed until the end of the event. The events are planned by the principle: sports for everybody, aimed to attract the masses, but the support from the municipal is not enough for the budget of the event.
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Mdekazi, Mphumzi J. "Finding nexus between sport sponsorship transaction and corporate governance principles, namely (accountability and transparency)." Thesis, University of the Western Cape, 2012. http://hdl.handle.net/11394/4424.
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Magister Commercii - MComIn South Africa today those who lead sport are facing increasing scrutiny which has inevitably resulted in questioning governance practices. The transition of many sports from predominantly volunteer administered organizations anchored in an amateur ethos, to professionally managed entities catering to a more sophisticated market place has created unique challenges for the governance of sport sponsorship. This evolution gives rise to possible conceptual linkage between sport sponsorship and corporate governance or none thereof. This study focuses on the ABSA-Premier Soccer League (PSL) sponsorship transaction as a case study to explore this linkage. The research is aimed at finding the nexus between sport sponsorship and corporate governance principles, namely accountability and transparency in the conclusion of this transaction.The research consists of four phases; literature review which provides a detailed analysis of all primary and secondary material available on this topic. The second phase is a qualitative case study research methodology which comprises of in-depth interviews with targeted stakeholders. The third part presents the research findings and discussion section, and lastly the way forward through reflections and recommendations including highlighting potential future research areas. This work is timely when there has been generally a heightened evolution in sport sponsorship and its focus was to explore the nexus and compliance to the founding principles of the organizations (laws of governance). Factually, good corporate governance aims at ensuring a higher degree of transparency in an organization by encouraging full disclosure of transactions in the company accounts as well as accountability. Academics have been exploring the notion of sports sponsorship and corporate governance with much of the debates grounded on understanding its commercial value.The focus for this study is on the conceptual nexus or non-thereof, between sponsorship and corporate governance. Information was collected through in-depth and experience interviews,documented reviews and analysis (such as the review and analysis of the constitution of the South Africa football Association, PSL, financial/banking sector policy regulations, South African Sports Act, corporate governance reports, annual reports, scholarly journals,academic books, conference papers and Parliamentary Monitoring Group documents etc. to mention but a few.