Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders’ Perspectives

2021 ◽  
Vol 30 (1) ◽  
pp. 3-15
Author(s):  
François Rodrigue ◽  
Gashaw Abeza ◽  
Benoît Séguin ◽  
Eric MacIntosh
Keyword(s):  
Qualitative Method ◽  
Community Outreach ◽  
Professional Sport ◽  
Future Research ◽  
Structured Interviews ◽  
Sport Team ◽  
Sport League ◽  
Professional Sport Team ◽  
Practical Recommendations

This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.

scholarly journals Content is King: How SMEs Create Content for Social Media Marketing Under Limited Resources

2019 ◽  
Vol 39 (4) ◽  
pp. 415-430 ◽  
Author(s):  
Sascha Kraus ◽  
Johanna Gast ◽  
Moritz Schleich ◽  
Paul Jones ◽  
Michael Ritter
Keyword(s):  
Social Media ◽  
Theoretical Foundation ◽  
Qualitative Approach ◽  
Social Media Marketing ◽  
Limited Resources ◽  
Future Research ◽  
Structured Interviews ◽  
Content Creation ◽  
The Creation ◽  
Practical Recommendations

Despite the growing literature dealing with social media marketing (SMM) in small and medium-sized enterprises (SMEs), one area that has not been fully explored is the creation of the content itself. SMEs typically do not have the same resources available that larger companies possess. Therefore, they have to find alternative ways to compensate for this weakness. This study analyzes SMEs’ SMM content creation, specifically on Facebook. By first scanning existing literature for essential factors for content creation, a theoretical foundation for the empirical part is presented. A qualitative approach was applied through the use of semi-structured interviews with eight SMEs. The findings suggest that it is difficult for most SMEs to efficiently use available resources, but also that minimal resources are required to create engaging content. Moreover, SMEs are typically aware of the majority of elements that influence content creation, at least to a certain extent, and that they should have established processes and routines to overcome the burden of limited resources. The study concludes with directions for future research and practical recommendations.

Sport-For-Development Organizational Hybridity: From Differentiated to Dysfunctional

2019 ◽  
Vol 33 (5) ◽  
pp. 467-480 ◽  
Author(s):  
Katherine Raw ◽  
Emma Sherry ◽  
Katie Rowe
Keyword(s):  
Qualitative Case Study ◽  
Hybrid Structure ◽  
Professional Sport ◽  
Case Study Design ◽  
Sport Team ◽  
Sport For Development ◽  
Funding Opportunities ◽  
Professional Sport Team ◽  
Insight Into

Despite recent advances in sport-for-development (SFD) literature, few scholars have empirically examined organizational hybridity in SFD contexts. This is despite hybrid organizational approaches becoming increasingly common in the delivery of SFD initiatives. Opportunities exist for researchers to build knowledge regarding SFD hybrids, particularly those which operate in professional sport contexts. In this research, we examine an SFD organization, delivered by a professional sport team, which operates under a hybrid structure. A longitudinal qualitative case study design was employed, and findings demonstrate how the SFD organization, which presents a practical example of organizational hybridity, evolved over time. Drawing upon Svensson typologies of SFD hybrids, results illustrate how the organization transformed from a differentiated hybrid into a dysfunctional hybrid, under the influence of funding opportunities and institutional logics. Through the present study, we build upon theoretical understandings of SFD hybrids and offer practical insight into the nuances of SFD hybrids delivered in professional sport contexts.

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