Reconciling managers' strategic vision with fans' expectations

Abstract

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.

Citation

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. https://doi.org/10.1108/IJSMS-06-03-2005-B004