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The 12^th South Asian Games were held in India in Guawhati and Shillong in February 2016, after repeated rescheduling. There were a number of challenges to organizing the games such as lack of infrastructure, legacy of corruption from past games, shortage of time etc. However, the games were held within 90 days of the announcement of venues and final dates. Sri Yadav, the Secretary, Department of Sports wants to understand the key drivers of success behind organizing the event. He also wants to understand how the success of Indian athletes at SAG could be leveraged for success at larger events.

Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding.

An interpretivist, qualitative study explored the insights of nation brand stakeholders and experts, elicited using in-depth, semi-structured interviews (n = 27) undertaken two to three years after the staging of the event.

Three characteristics of the 2010 sport mega-event were deemed by stakeholders to be unique in creating nation branding opportunities: the scale of the event that created opportunities for transformational development; the global appeal, connection and attachment of the event; and the symbolic status of the event that was leveraged for internal brand building and public diplomacy. The paper proposes that while sport mega-events provide nation branding opportunities, the extent of these benefits may vary according to the context of the nation brand with lesser-known, troubled or emerging brands seemingly having the most to gain.

While acknowledging the critique of mega-events, this paper highlights a pertinent example of an emerging nation that leveraged the potential of a sport mega-event for nation branding gains. It extends the understanding of sport mega-events and their potential for nation branding.

This chapter argues that the National Basketball Association (NBA) and American mainstream sporting media produce and mediate a representation of India as underdeveloped and as an unmodern subject/nation as a way to enter the Indian basketball marketplace. The chapter emphasizes that the NBA produces the attendant discourse of the ‘white saviour’ through a multi-pronged process. The chapter shows how it draws upon the legacies of British colonialism, along with the expansion of US imperialism, to construct India in particular racialised ways as backward, unmodern, and not cosmopolitan. In this respect, Black NBA players’ modes of basketball reach India as part of the racialisation of Indian basketball. Finally, the chapter engages with the larger global circuits of race and racialisation to understand how India is then imagined within the US sporting landscape. This chapter underscores the capitalist desires of the NBA alongside the desires of South Asian Americans for an Indian basketball hero. Both desires, institutional and personal, showcase racialisation at work. The NBA uses the language and performance of Judeo-Christian modernity through NBA players in India to racialise Indians as in need of NBA mentorship and upliftment. On other hand, diasporic Indians in the US dream of an Indian NBA player as a way to unravel, destabilise, and challenge their racialisation as hypo-masculine subjects. These competing forms of racialisation provide important information on the global flows of capital, desire, and sport.

Time and again, scholars have emphasized the vitality of mental toughness for success in performance-oriented contexts. Despite the awareness about the significance of mental toughness, there is ambiguity in the conceptual consensus of the factors that comprise of the construct in an organizational setup. Second, there is a dearth of a psychometrically sound measure that assesses mental toughness among employees.

The study follows a multi-method approach to develop a mental toughness questionnaire. First, to arrive at a consensus of the factors that construe mental toughness, a meta-ethnography was done. Subsequently, a measure of mental toughness was developed and tested following scale development norms.

Drawing from the results of qualitative inquiry, four factors of mental toughness were derived, namely, perseverance, control, challenge and commitment. Then, the scale development process was followed. Results of psychometric testing using three samples were above the acceptable range, justifying the use of developed scale for academic and professional purposes.

This study is a novel attempt in the literature to extract factors of mental toughness through meta-ethnography and consequently develop a scale.

The inclusion of esports as an official event in the Hangzhou Asian Games is an important step towards the institutionalisation of esports. The significance of this event marks that Asia once again takes a lead in the global esportisation. This chapter investigates a series of history events in the inclusion process of esports into the comprehensive Games in Asia using process sociology and actor network theory (ANT). This study will analyse the type characteristics of esports events in Hangzhou Asian Games, whilst examining how key stakeholders' interact and balance in the network composed of international sports organisations, host of the event, emerging esports organisations and esports game companies. The chapter also examines the functions of global game industrial economic geography, local cultural politics, esports geopolitics and Olympic values in esports sportization, aiming to reveal the implications of esports inclusion in the Asian Games on the debate of whether esports meets the criteria to be classified as a ‘sport’ and its enlightenment of digital strategy to the inclusion esports in the Olympics.

The questions raised in the case study could escort a classroom or online discussion for understanding licensed product consumption motives among the internal workforce.

Despite the Asiad (an abbreviation of Asian Games) being organized in the most populous continent, its financial profitability is minimal compared with the summer Olympic Games and other major sporting events. Thereby, Asiad board members are seeking to understand how they can target the right segment via licensed products. This will ultimately increase licensed product sales. On July 1, 2017, a board meeting was held in which the licensing product manager, Young Lee, proposed to target the internal workforce via licensed products based on 17th Asiad’s data and previous literature. Lee analyzed the attributes of licensed products sold at 17th Asiad and its psychological connection with the internal workforce. Hence, the purpose of this case study was to decipher the internal workforce feasibility as the right segment to target via licensed products for Asiad's management. The case study’s primary data was collected via IB worldwide (now Galaxia SM CO, Ltd), one of the leading sport marketing organizations in South Korea. The IB worldwide (now Galaxia SM CO, Ltd) signed an exclusive product license agreement with the Incheon Asian Games Organizing Committee jointly and individually with the Olympic Council of Asia to produce licensed products (e.g. Mascot dolls). This realistic case study should be understood through the lens of symbolic interactionism. Finally, this study is important to consider because the internal workforce licensed products consumption has gained little attention in sports marketing literature.

The case can be taught in marketing research and consumer behavior courses.

CSS 8: Marketing.

Teaching notes are available for educators only.

The purpose of this paper is to advance a theoretical model by estimating the effects of convention attendance on gaming volume (both monthly coin-in and table game drop).

Performance monthly data from two casinos in South Korea are used to test the research model. Specifically, time series regression modeling was performed on the data with the dependent variables including coin-in and table drop and the independent variables including convention attendance and hotel occupancy.

The hotel occupancy variable was found to significantly increase slot coin-in at a rate of 113,603,912 KRW (approximately US$93,500) per month at Casino A. Interestingly, this variable had a significant negative relationship with coin-in per month at Casino B. Meanwhile, the hotel occupancy variable failed to produce any significant effect in the table drop model at both casinos. The convention attendance variable also had no significant effect on both coin-in and table drop at both casinos.

This research represents the first attempt to empirically examine the effects of convention attendance on gaming revenues in Asian markets.

The technological progress has made it possible to transform a physical good into a digital one. This development has influenced international trade and a large volume of these digitisable items are increasingly crossing national boundaries. Goods like books, music and games which were earlier traded physically are now traded online. Digitalisation is reducing the cost of engaging in international trade, connecting businesses and consumers globally, helping to diffuse ideas and technologies and facilitating the coordination of global value chains. The emerging avenues of trade and its format supplemented with fast and ever-changing technology have posed a serious challenge for the policymakers around the world. Policymakers are grappling with several issues regarding digital trade for quite a long time but failed to provide any solution. Institutions like WTO and OECD are also seized with this matter. Yet, we do not have any correct assessment of the potential volume of digital trade. Second, due to the moratorium signed in WTO countries are unable to impose any duty of digital trade. South Asian region which is a net importer of these items loses a huge amount of revenue. Hence, in this study, we make an attempt to assess the potential volume of digital trade in South Asia. The study further tries to estimate the possible loss of tax revenue incurred by this region during the last decade. For both South Asia and India the results for actual import figure are found to be less than the estimated value. A gap of around US$1 billion was found between the actual and estimated import of India, while for South Asia it was the US$ 7 billion.

For estimation, the study largely follows Banga (2019) and extends the methodology further to estimate the tariff revenue loss. Following Banga (2019) the study identifies a list of goods that can be traded in both digitally or physically. In other words, a list of digitisable goods is prepared. Then their import by the South Asian region is measured. Then we examine the tariffs imposed by the individual South Asian countries on the physical trade of these items. The estimation is done by projecting the value of the global physical imports of digitisable products from 2011 to 2017 would have been without digitalisation and what the actual global imports are with digitalisation in this period. The difference between the two gives estimates of total digital imports by the region. The total physical imports of digitisable products in the period 2011–2017 are estimated applying the cumulative growth rate (CAGR) of regional imports of these products over the period 1998–2010. The difference between the estimated physical imports and the actual physical imports provides the estimates of digital imports. Finally, the summation of the tariffs for each of the items gives us the possible figure that the countries are losing by not imposing customs duties.

The study finds globally an estimated value of digitise items to be US$246 billion which is around the US$100 billion higher than the actual value of $147 billion during 2017. For both South Asian region and India estimated import is found to be higher than the actual value. The study estimated an import of $1 billion and $7 billion took place during 2017 in India and South Asia respectively.

Digital trade is undoubtedly one of the highest debated topics in international trade forums. Experts from both academic and corporate discourse are seized with this matter. Policymakers around the globe are poised with this issue to develop a comprehensive policy framework which facilitates the growth of the sector and at the same time safeguard the interest of the stakeholders. South Asian nations like India, Bangladesh and Pakistan are also grappling with this. In this background, it becomes utmost important to estimate the loss that they are incurring to take an informed policy decision.

The paper aims to give an interesting insight into the rise in event bidding and delivery of sports mega‐events from Qatar and the Middle East. This paper seeks to examine the shift in government policies and citizen relationships in the Middle East and Gulf Region, focusing on the specific case of Qatar from its staging of the 15th Asian Games in 2006 to present.

The paper begins with an overview of the main literature on the importance of sport events as a vehicle for securing global profile for cities and nations. The paper draws upon the authors' participation at the 15th Asian Games and interviews conducted there and latterly, desk‐based research involving scrutiny of Qatar's recent policy pronouncements and published materials pertaining to sporting events in the intervening period since the 2006 Games.

The findings are presented in the form of a case study, using the Asian Games as a starting point and finishing with Qatar's latest bids for sporting mega‐events. The paper presents a conceptual analysis of the situation in Doha and reveals a ten‐year strategy from Qatar to set itself apart from its neighbors in bidding to host mega‐sporting events and in its progress in terms of civil rights for women. This has allowed wider participation in sport and ensured Qatar can bid for the most prestigious global sporting events.

This paper adds to the wider public policy discussion and contributes to the body of knowledge in this area. The authors have written extensively on events policy but believe issues of democracy versus ruling states, emotional bidding and awarding to such states will continue to rise over the coming years and these have significant implications for both event owners in awarding such bids but also for policy makers in legitimizing bidding for such events in this context.

The paper reveals that the currency of awarding events to countries in the Middle East, Africa and South America is politically and socially important and of major interest to both the public and academics at present.