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Reconciling managers' strategic vision with fans' expectations

André Richelieu (Assistant Professor of Marketing, Faculté des Sciences de l'Administration, Université Laval, Pavillon, Palasis-Prince 2429, Sainte-Foy, QC, Canada, G1K 7P4)
Frank Pons (Assistant Professor of Marketing, School of Business Administration, University of San Diego, 5998 Alcala Park, San Diego, CA 92110-2492, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2005



This study presents a multi-method based approach to matching fan expectations and needs with a franchise's strategic vision. This approach is demonstrated by looking at a Canadian team in the National Hockey League. The needs of the customers are assessed through a questionnaire survey and an indepth interview with the franchise's marketing vicepresident. Results are discussed, discrepancies between the two positions are analysed and recommendations are made.


Richelieu, A. and Pons, F. (2005), "Reconciling managers' strategic vision with fans' expectations", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 3, pp. 6-19.



Emerald Group Publishing Limited

Copyright © 2005 by Winthrop Publications Limited

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