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Article
Publication date: 13 November 2020

Karin Book and Gustav Svanborg Edén

The purpose of this paper is to examine how skateboarding as a community, sport and cultural phenomenon can become integrated into and drive the development, branding and…

Abstract

Purpose

The purpose of this paper is to examine how skateboarding as a community, sport and cultural phenomenon can become integrated into and drive the development, branding and marketing of a city (Malmö).

Design/methodology/approach

This paper is produced through a communicative co-constructed process of one scholar and one practitioner within the skateboarding field. Through the narrative told by the practitioner, and with basis in the established understanding and conceptualization of place marketing through sport, success factors of the skateboarding initiatives in Malmö are identified.

Findings

The skateboarding story of Malmö fits well into the established conceptualization of place branding and marketing, neoliberalism and urban entrepreneurialism. Also, it demonstrates the power of a unique user-driven partnerships between skaters, a non-profit organization and public institutions to create a skateboard-friendly city and as a consequence a strong internationally renowned skate-image. The multi-level, multi-content approach is founded in shared values and mutual benefits. Instead of fitting a phenomenon into an outward-oriented image-strategy, skateboarding as a sport and culture has been allowed to develop organically, creating a credible and unique image for Malmö.

Originality/value

This study adds to the literature on sport and city marketing/branding by developing a deeper, empirically founded, understanding of how to combine top-down and bottom-up approaches in urban development, marketing and branding. The results have scientific as well as practical value.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 21 September 2018

Mikhail Batuev and Leigh Robinson

The purpose of this paper is to investigate the processes that influence the evolution of a modern sport. It focusses on the case of international skateboarding: the sport…

Abstract

Purpose

The purpose of this paper is to investigate the processes that influence the evolution of a modern sport. It focusses on the case of international skateboarding: the sport that was recently included into the Olympic Games.

Design/methodology/approach

An inductive research strategy was informed by the notions of evolution of modern sport, prolympism and new institutionalism. The primary data were collected through a series of interviews and supplemented by the analysis of documents, press and social media.

Findings

The paper analysed how the organisation of international skateboarding has changed to date and identified three major determinants of its evolution: values of the activity, commercial interests and the Olympic movement. The following recurring discussion themes emerged: the link between commercialism and legitimisation of sport; bureaucratisation under the Olympic movement; and tensions between prolympism and values of skateboarding.

Research limitations/implications

A limitation of the case study method is that any conclusions refer to this particular sport and their applicability to other sports lies within analytical generalisation. Still sport governing bodies and policy makers can learn from the evolution of international skateboarding and analyse potential issues and consequences for other emerging sports. In terms of theoretical implications, the study highlights legitimisation as one the key characteristics of evolution of modern sport, which should be considered along with previously established criteria, such as bureaucratisation, commercialisation and professionalisation.

Originality/value

The study extends the existing research on evolution of modern sports by examining a very rich contemporary case of skateboarding, the internationally growing sport with unique organisational arrangements. It contributes to knowledge of the evolution towards legitimisation of emerging sports, but also towards sportification of popular culture and society.

Details

Sport, Business and Management: An International Journal, vol. 8 no. 5
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 13 February 2019

Garth Harris and Peter A. Dacin

The purpose of this paper is to explore what an idiosyncratic and dynamic sense of belonging entails for consumption in a lifestyle sport, an ever shifting and progressing…

Abstract

Purpose

The purpose of this paper is to explore what an idiosyncratic and dynamic sense of belonging entails for consumption in a lifestyle sport, an ever shifting and progressing world in which individuals engage in community while also seeking to individuate their own sense of belonging.

Design/methodology/approach

The authors adopt an ethnographic approach in the context of a regional skateboarding community. Over a year at local skateparks, we interviewed 15 well-established, committed members of the community identified by others (through snowball techniques) to allow us to delve into the phenomenon. These interviews were conducted as part of the primary author's doctoral thesis (See Harris, 2011).

Findings

An idiosyncratic and dynamic sense of belonging is prevalent in the lifestyle sport community, even among well-established members. This is reflected in and motivated by a variety of consumption, as well as overconsumption practices.

Practical implications

Understanding the idiosyncratic and dynamic nature of a sense of belonging allows marketers to design offerings to effectively deal with the ambiguities of belonging but also raises the potential for the destructive use of marketing.

Originality/value

The authors demonstrate how approaching belonging through a dynamic and idiosyncratic sense of belonging provides a deeper understanding of belonging and related consumption activities in a lifestyle sport.

Details

Journal of Consumer Marketing, vol. 36 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

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Abstract

Details

Grassroots Leadership and the Arts for Social Change
Type: Book
ISBN: 978-1-78635-687-1

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Article
Publication date: 31 May 2011

Chrysostomos Giannoulakis and Artemisia Apostolopoulou

The present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity…

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Abstract

Purpose

The present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity and reach of the seven distinct brands operated under the parent company. The study seeks to identify benefits and limitations of the multi‐brand strategy, as seen by company employees.

Design/methodology/approach

In a single‐case design study approach, a global, private action sports company, recognized as a leader in authentic action sports footwear and apparel, was selected for study. Data were collected via in‐depth interviews with key company employees and an extensive review of secondary sources.

Findings

The adoption of a multi‐brand strategy with the operation of seven distinct brands has allowed BSC to expand to mainstream audiences, while strengthening its core target markets. Through aggressive consumer segmentation practices and the strategic utilization of a variety of distribution outlets, BSC remains competitive in a highly antagonistic business environment.

Practical implications

Possibly the greatest benefit of a multi‐brand strategy is a company's ability to diversify, while minimizing the risk of transferring potentially harmful associations among its brands. Thus, BSC has expanded its reach into the mainstream through new sports, product lines, distribution channels, and target audiences. Simultaneously, the organization has guarded the perception of authenticity of its core brands.

Originality/value

The study extends the understanding of the management of sport brands by moving beyond collegiate and professional sport organizations to focus on an athletic wear and equipment brand. It also offers insight to sport organizations that might consider expansion via the adoption of a multi‐brand strategy.

Details

Journal of Product & Brand Management, vol. 20 no. 3
Type: Research Article
ISSN: 1061-0421

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Abstract

Details

Constructions of Urban Space
Type: Book
ISBN: 978-0-76230-540-7

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Book part
Publication date: 21 December 2010

Russell W. Belk, Kelly Tian and Heli Paavola

Purpose – We use data from the United States and Finland, a literature review, and historical analysis to understand the concept and role of cool within global consumer…

Abstract

Purpose – We use data from the United States and Finland, a literature review, and historical analysis to understand the concept and role of cool within global consumer culture.

Methodology/approach – This is a conceptual review and qualitative analysis of data from depth interviews, journals, and online discussion groups in two U.S. locations and one Finnish location.

Findings – Cool is a slang word connoting a certain style that involves masking and hiding emotions. As cool diffuses we find that it is both distilled and diluted. The concept itself has also evolved. What was once a low-profile means of survival and later a youthful rebellious alternative to class-based status systems has become commoditized.

Research limitations/implications – The study has been conducted in two cultures with a limited range of ages thought to be most susceptible to the appeal of being cool.

Practical limitations/implications – Marketers may not yet have exploited cool as effectively as they have exploited sex, but mainstream consumers now look for cool in the marketplace more than within themselves. The result is a continuous race to offer the next cool thing.

Originality/value of chapter – It is argued that coolness is a new status system largely replacing social class, especially among the young.

Details

Research in Consumer Behavior
Type: Book
ISBN: 978-0-85724-444-4

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Book part
Publication date: 7 January 2019

Robin James Smith

In this chapter the author discusses some insights lost in a lost ethnomethodological study of parkour. The author introduces parkour, before critically engaging with some…

Abstract

In this chapter the author discusses some insights lost in a lost ethnomethodological study of parkour. The author introduces parkour, before critically engaging with some of the existing theoretical treatments of the practice. The author then considers some of the materials drawn on by those existing studies in reconsidering what is getting done in ‘parkour talk’. In further outlining what was lost, the author considers some of the aspects of the study that would have positioned parkour in terms of its engaging ordinariness. The chapter concludes with a summary of these avenues of inquiry and closes with a plea for the continued recognition of basic social inquiry and ethnography.

Details

The Lost Ethnographies: Methodological Insights from Projects that Never Were
Type: Book
ISBN: 978-1-78714-773-7

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Article
Publication date: 1 October 2013

Veronika Schwarzenberger and Kenneth Hyde

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events…

Abstract

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as high levels of socialising among participants.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 25 June 2021

Linyan Liu and Yilei Wang

This paper aims to take International SPOrt (ISPO) as a typical case to study how exhibition organizers can reshape their relationship with users through business model…

Abstract

Purpose

This paper aims to take International SPOrt (ISPO) as a typical case to study how exhibition organizers can reshape their relationship with users through business model innovation to answer the question that how enterprises can help the exhibition industry to upgrade and develop through business model innovation in the internet environment.

Design/methodology/approach

Faced with the development of internet technology, the impact of online platforms, the relationship between exhibition organizers and their customers are facing unprecedented challenges. On the basis of the literature review, this study analyzed the innovation of exhibitors’ business model from three modules: value proposition, revenue logic and cost base and how to reshape their interaction with users through innovation. This study systematically analyzed the innovation of the ISPO business model and the process of reshaping its relationship with users and dynamic interaction with a single case study method.

Findings

The main conclusions are as follows: the starting point of reshaping the relationship between exhibition organizer and users in the internet era is to re-understand the needs of customers, the key point of reshaping the relationship is to further cultivate the industrial value and the sustainability of the relationship lies in the customer life cycle management.

Originality/value

From the perspective of exhibition organizers filling the gap of case study in the field of the exhibition. In the area of the exhibition, previous studies rarely started from the perspective of exhibition organizers, but, this paper discusses the interaction between exhibition organizers, exhibitors and visitors from this perspective in this study.

Details

Nankai Business Review International, vol. 12 no. 2
Type: Research Article
ISSN: 2040-8749

Keywords

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