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Book part
Publication date: 9 October 2012

Holly Thorpe

Purpose – The purpose of the chapter is to introduce interviewing as an exploratory research approach for understanding the lived experiences of individuals and groups in sports…

Abstract

Purpose – The purpose of the chapter is to introduce interviewing as an exploratory research approach for understanding the lived experiences of individuals and groups in sports and physical cultural contexts. The author draws on her own research with snowboarders to illustrate some of the standard and unique issues related to conducting interviews as part of ethnographic fieldwork.

Design/methodology/approach – The chapter begins with a brief history of the development of qualitative interviews and their various uses in sport studies. The author then provides a description of her use of ‘postmodern-inspired’ interviews as part of a broader ethnographic study of snowboarding culture. Following this, she adopts an alternative representational approach to illustrate some of the practical, ethical, political and embodied issues for reflexive researchers working in the critical paradigm and conducting interviews in sport and physical cultural fields.

Findings – The chapter illustrates the value of a postmodern approach to interviewing that recognises the interview as more than textual, and gives greater consideration to the affective, sensuous, relational, embodied and socio-spatial dimensions of each interview event.

Research limitations/implications – The chapter examines the strengths and limitations of qualitative interviewing, with particular attention to the potential and perils of interviewing in the sports field.

Originality/value – The chapter provides a succinct introduction to the use of interviewing in sport and physical culture, and makes an innovative contribution by focusing on ethnographic interviews.

Details

Qualitative Research on Sport and Physical Culture
Type: Book
ISBN: 978-1-78052-297-5

Keywords

Article
Publication date: 19 June 2019

Andreas Christoph Weber, Veerle De Bosscher, Simon Shibli and Hippolyt Kempf

This paper aims to propose the concept of market potential analysis, which is commonly applied in economics, as a method to enable these investment decisions to be based on sound…

Abstract

Purpose

This paper aims to propose the concept of market potential analysis, which is commonly applied in economics, as a method to enable these investment decisions to be based on sound evidence.

Design/methodology/approach

The markets for Olympic awards, i.e. medals (top three places) and diplomas (i.e. top eight places) are compared in alpine skiing, biathlon, cross country, speed skating, freestyle skiing, short track and snowboarding from 1992 to 2018.

Findings

The most notable changes are identified in cross country (2002), biathlon (2006), freestyle skiing (2014), snowboarding (2006 and 2014) and speed skating (2018).

Originality/value

In spite of the evidence of nations investing strategically in their elite sport systems to produce Olympic success, there is a lack of knowledge on how national-level decision makers can use a strategy to analyse the competitive environment concerning sports contested in the Olympic Winter Games.

Details

Team Performance Management: An International Journal, vol. 25 no. 3/4
Type: Research Article
ISSN: 1352-7592

Keywords

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…

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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

Keywords

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 that…

1096

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

Keywords

Article
Publication date: 1 July 2001

Rami Olkkonen

Offers a discussion on the interorganizational network approach as an interesting, alternative avenue for the development of sponsorship research. An example of how to describe…

8966

Abstract

Offers a discussion on the interorganizational network approach as an interesting, alternative avenue for the development of sponsorship research. An example of how to describe and analyze a sport sponsorship arrangement case, using the interorganizational network approach as a theoretical frame of reference, is presented. Researching sports sponsorship from a network perspective extends the interorganizational network thinking from a traditional industrial/marketing channel context to the context of sponsorship formed by actors from the fields of sports, media and business. The phenomenon of networking is quite visible in the case of NMP‐FIS sponsorship arrangement. NMP has entered into relationships with various types of organizations in order to more effectively gain benefits from its sponsorship investment. Actors of the NMP’s focal snowboard sponsorship net possess different kinds of resources linked to public relations management, sports management and distribution of television rights. Different network actors bring to the arrangement not only their own resources and capabilities, but also their own networks of value adding relationships. Consequently, when planning international sponsorships companies need to assess not only the sponsored event/organization (its resources) but also its corresponding network (ability to link activities and tie resources with those of other actors), i.e. the “network identity” of the sponsored. The case presented clearly demonstrates the appropriateness of the network approach to sponsorship and other service‐oriented situations different from the “traditional” production situations. Further research could continue to add examples from other kinds of sponsorship relationships and networks, for example, from different kinds of sports and arts sponsorship arrangements. Furthermore, longitudinal perspectives are needed in order to gain understanding of the development processes of sponsorship relationships and networks.

Details

Journal of Business & Industrial Marketing, vol. 16 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 April 2009

Jöxrg Henseler, Bradley Wilson and Dorien de Vreede

This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event…

608

Abstract

This paper outlines how sponsorships can be beneficial or harmful to events. Using an experimental design and focusing on association transfers surrounding a snowboarding event, we illustrate that the sponsoring brand associations have a significant effect on the associations of the event. Our results indicate that in this instance some associations are transferred; others are not significant. Event managers must track which of these association transfers are occurring in order to understand and maintain their desired positioning.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Article
Publication date: 1 January 2002

B. Christine Green

Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship programs. Here he talks to…

Abstract

Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship programs. Here he talks to Christine Green of the University of Texas about sponsorship, corporate citizenship strategies, and the linkages among them.

Details

International Journal of Sports Marketing and Sponsorship, vol. 3 no. 4
Type: Research Article
ISSN: 1464-6668

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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 and reach…

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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

Keywords

Article
Publication date: 1 November 2007

Tracey J. Dickson and Pam Faulks

While Australian snowsport participation may represent a small part of the overall international snowsport market, the fact that Australians are renowned for their willingness to…

Abstract

Purpose

While Australian snowsport participation may represent a small part of the overall international snowsport market, the fact that Australians are renowned for their willingness to travel makes the travel motives and behaviours of Australian skiers and snowboarders a worthwhile area of research. This paper aims to address this issue.

Design/methodology/approach

This exploratory research was conducted via online survey using both convenience and snowball sampling to investigate overseas snowsport travel intentions, in the next seven months, of Australian skiers and snowboarders, many of whom were advanced participants.

Findings

People who indicated that they intended to travel overseas for snowsport were mostly males, experienced snowsport participants, under 35 years of age, well‐educated, and in higher income levels. The results indicate that the key motivations of those intending to travel overseas relate to the core of on‐snow experience: reliability of snow, quality of snow, variety of terrain and off‐piste areas. Of less importance were the off‐snow and alternative on‐snow activities.

Practical implications

With the major sources of information for planning an overseas snowsport trip being the internet and families and friends, the availability of current information such as resort maps and current snow conditions via web cams, and the quality of experience of every customer visiting the resort, are key marketing strategies for this niche market.

Originality/value

This paper concentrates on those Australian holiday‐makers whose prime interest is snowsports to the exclusion of off‐piste activities/pleasures. It also highlights the significant role of both the internet and word‐of‐mouth recommendation in holiday planning, and consequently the need to ensure that every visitor experiences a high quality vacation.

Details

Tourism Review, vol. 62 no. 3/4
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 1 July 2006

Thomas Foscht, Bernhard Swoboda and Dirk Morschett

The main object of this research paper is to analyse the dynamic internationalisation process in small retailing firms, achieved on the basis of electronic commerce – a…

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Abstract

Purpose

The main object of this research paper is to analyse the dynamic internationalisation process in small retailing firms, achieved on the basis of electronic commerce – a combination that has seldom been investigated. An analysis of dynamic internationalisation in companies presumes that the businesses concerned are observed over a longer period of time, which is why the paper focuses on the case of one specific company.

Design/methodology/approach

The basis of the analysis is a theory‐based framework which refers to two opposing approaches in international management, namely the incremental, experiential learning perspective, and the revolutionary perspective. The framework and the case study look specifically at market‐oriented, supply side‐oriented, and management processes. Based on an extended case study on a small, born‐global firm, the many facets of increasing professionalisation have been documented.

Findings

The paper shows that small, niche‐oriented companies can be successful internationally and achieve growth. The process of dynamic internationalisation is both incremental and revolutionary. The special feature in the present case lies in the fact that the small company was able to internationalise via electronic commerce, which was possible without capital investments and in‐depth foreign activities, unlike other forms of internationalisation, which is already evident from other small retailers on the web. Blue Tomato succeeded in reaching cross‐national market segments, with a specific scene orientation and which also share snowboarders' attitude to life, by means of inter‐active scene relationship management. This focused scene orientation is one of the key differences compared with other catalogue retailers, especially larger ones.

Originality/value

The originality of the paper lies in the fact that the subject of internationalisation is investigated particularly from the point of view of small retail companies. This contrasts with many other papers focusing on large retailing companies. In addition, the paper looks at the dynamic perspective of internationalisation and change processes. The present paper could be a small step towards gaining an understanding of international change based on electronic commerce.

Details

International Journal of Retail & Distribution Management, vol. 34 no. 7
Type: Research Article
ISSN: 0959-0552

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