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- Lund, Ragnar, 1979-
(författare)
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Leveraging cooperative strategy - cases of sports and arts sponsorship
- 2011
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis describes and analyzes factors that shape and characterise cooperative strategy in sports and arts sponsorship. Organisations in the fields of sport and art are becoming increasingly dependent on sponsors for survival and growth. Relative to the impact that these externally acquired resources have on decision making, a theoretical and practical understanding of how such relationships develop, and the factors that influence their outcome, is lagging behind. Sponsorship strategy is based on the indirect exchange relationship between a sponsor and its customers. The relationship between the two is mediated by a sports or arts organization. In the studies I am developing theory on how dynamic capabilities of sports and arts organizations are formed in the interaction with their sponsors and how these can leverage cooperative strategy. The findings are presented in four articles. They are based on two longitudinal case studies: the first, with a large scale sports entity; the second, with a Swedish arts organization. Both were in the process of developing and implementing sponsorship programs. I studied these two organizations, and their interactions with selected sponsors, through a combination of research techniques - including interviews and action research - over a three year period. This is the first attempt to empirically demonstrate how capabilities and resources in the sports and arts fields are formed and evolve through interaction with commercial sponsors. Key factors that impact the value creation from combined resources through partner capabilities are: transparency, legitimacy, goal convergence, power asymmetries, resource complementarities, and systems for knowledge sharing. Individual level capabilities are network brokers who hold responsibility for both internal resource mobilization and identifying potential synergies between partners. Organizational capabilities are the infrastructure through which partners operated.
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| 4. |
- Dolles, Harald, et al.
(författare)
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Sport as a Business: Introduction
- 2011
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Ingår i: Sport as a Business. - Basingstoke : Palgrave Macmillan. - 9780230249257 ; , s. 1-12
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Bokkapitel (refereegranskat)
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| 5. |
- Fyrberg Yngfalk, Anna, 1980-
(författare)
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Co-Creating Value : Reframing Interactions in Service Consumption
- 2011
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- How producers and consumers interact in the market and integrate resources is fundamental for our understanding of how value and value creation develop in contemporary economy. Value co-creation in markets has gained renewed interest in marketing theory. The existing literature has predominantly focused on emphasizing either how co-creation processes are organized from a provider perspective or how consumers create value in their consumption practices. In taking either a service-provider or consumption perspective, previous research disregards the complexity of interactions between two or more actors, and that interactions often are characterized by tensions and conflicts. The aim of this thesis is therefore to analyze how constellations of various actors interact to co-create value, and to demonstrate possible implications for marketing theory and research on value co-creation. This is done by examining different constellations of actors’ interactions, emphasizing organization and consumption of services in sport and tourism, two fruitful contexts for investigating complex actor constellations. In marketing theory, Service Dominant logic (S-D logic) has evolved into a key framework for conceptualizing and organizing value co-creation. The focus on the organization of value co- creation has occurred at the expense of emphasizing actors’ rich and varied competences and the contextual conditions that permeate actors’ interactions. Therefore, as another contribution, the present thesis further bridges S-D logic with socio-cultural oriented consumption theory on meaning creation, and how available recourses are made use of by organizations and consumers. Drawing on these two frameworks, and by conducting 52 interviews with respondents from actor groups, this thesis provides a systematization of interactions, demonstrating that value co-creation is dependent on the constellation of actors, their often contradicting interests and their various competences. The following types of interactions for value co-creation are suggested: converged, diverged, disjointed and fragmented.
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| 9. |
- Söderman, Sten, et al.
(författare)
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On classifying spectators - the case of AIK at Råsunda 2002 and 2007
- 2011
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Konferensbidrag (refereegranskat)abstract
- Existing classification research of team sport fans were initially conducted.Three of these studies constitute our frame of references serving as a base for a Swedish audience study. This empirical research was based on a collection of data in 2002 (stage I) and in 2007 (Stage II) using the same questionnaire. The main research question is: What are the differences and similarities of the AIK Stockholm football club’s audience during a five year period? The starting point was the seating position at the stadium i.e. Klacken, Family and Others. With reference to the data collected in the 2007 sample, there are some differences from the 2002 study. At first we immediately noticed that Klacken “dominates” all variables. The biggest gap in the second study occurs for the variable related to the number of visited games where 76 % of Klacken attend more than half of the home games compared to only 39% for the non-Klacken. Importance of togetherness has increased for both groups and interestingly both groups also show the same percentages in relation to the price of tickets. The generalization is difficult to draw. Building on stage I analysis we conducted a cluster analysis on Study 1 and Study 2 to determine a supporter classification.
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