Search results

There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a business-to-business context. The purpose of this research is to understand (1) how value is co-created in a sport business-to-business context (i.e. sailing) and (2) how the prevailing value co-creation approaches explain value co-creation processes differently in a sport business-to-business context.

The research was contextualised within the Auckland sailing cluster. Primary data were collected via 27 interviews, as well as observations at events. Secondary data include 13 documents of organisational information and archival data. Data were analysed deductively and interpreted using two different theoretical lenses: service-dominant logic (SDL) and service logic (SL).

The value co-creation analysis of the sailing cluster permitted theorising about relationships in sport management at different levels of aggregation and abstraction. Every actor is embedded in a wider sport eco-system triggered by sport activities and always has a dual role as provider and beneficiary. Actors that are in control of specific sport activities are pivotal actors and provide a value network for others.

This research suggests that SDL and SL approaches to value co-creation are complementary and that further research is necessary to integrate and operationalise these approaches.

It helps practitioners to better understand how value is co-created in sport business-to-business contexts.

This research shows the complementarity of two differing theoretical approaches to explain value co-creation in sport business-to-business settings.

Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification.

Participants (N = 483) were recruited from fans of clubs in the Persian Gulf Pro League of Iran. Structural equation modelling was applied to test the research model.

The results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge and team identification.

The findings suggest that fan knowledge is an important antecedent of fan co-creation and highlight the significance of fan co-creation in promoting team identification in highly engaged fans at football clubs.

The current study contributes to the field of fan co-creation and provides significant implications for sport fan marketers.

The purpose of this research is to develop a more precise evaluation of sport sponsorship efficiency in participant-based sport, by investigating the specific aspects of participants' attitude and behavior toward sponsors. In more detail, this research develops a comprehensive sponsorship model in the participant sport context, integrating the following constructs: sport involvement, sincerity, social media use, beliefs about sponsorship, satisfaction with event, sponsor's image, awareness of sponsors, attitude toward sponsors, purchase and word of mouth intentions.

A quantitative method was utilized and 1,056 questionnaires were effectively collected and analyzed via SPSS and AMOS. Using structural equation modeling, this research tested a conceptual framework analyzing the role of different factors for sponsorship efficiency in a participant sport context.

The present research proposes a model of 10 variables which altogether permits a complete comprehension of how to expand the linkages among antecedents and outcomes of sport sponsorship in participant-based sports. The proposed factors assume a critical role in upgrading sponsorship effectiveness, which is reflected through a continuum of responses that regularly begins with sponsorship awareness and, at last, leads to increments in participants' purchase and word of mouth intentions regarding sponsors' products.

Various implications for future studies as well as strategies to boost the advantages for sponsoring firms in participant-based sports, can be drawn from the suggested model.

Up to the present, there is a scarcity of research exploring the effectiveness of sponsorship in participant-based sports. The majority of sponsorship studies measure the impact of sponsorship on spectators, neglecting the role of participants as potential vehicles in the sport sponsorship setting. This study is the first to exploring the role of sport participants in sport sponsorship literature, provides a comprehensive framework, which can guide future studies and enhance sponsorship efficiency in a participant sport context.

This article aims to investigate how country location, as a source of country‐specific advantage (CSA), and product innovation, as a source of firm‐specific advantage (FSA), influence the international expansion of small and medium‐sized enterprises (SMEs) and their growth to become multinational enterprises (MNEs). It also aims to confirm internalization theory by testing the applicability of an extant concept, the FSA/CSA framework for the international expansion of SMEs. Developed and empirically validated largely in the context of the MNE, this paper seeks to show how the framework can be applied in the context of SMEs that develop into MNEs.

A qualitative approach is employed within a single industry setting using multiple cases. Propositions are formulated to explain the theorized relationships between innovation and the growth of SMEs in a sector which depends heavily on specific CSAs. Data were collected through semi‐structured interviews and archival data, and are analyzed in data displays, tables and matrices.

The article finds that location of the industry cases as a source of CSAs, and product innovation as a source of FSAs, are highly relevant for growing New Zealand SMEs into MNEs. The study applies internalization theory to the growth strategies of SMEs.

This research combines extant theory and a specific context in order to analyze phenomena through a distinct conceptual lens. It confirms the CSA/FSA framework by applying it in a new empirical context. It can inform decision‐makers in growing SMEs on the strategic and international implications of firm and location advantages.