Delivering Sport Events - The Arena Concept in sports from a Network Perspective
2011 (English)Conference paper (Refereed)
This paper contributes to the sport marketing field by analyzing the market situation in anetwork perspective. It also gives an idea of the relative positions of the organizationsmaking up the network. When a sport club is delivering a sport event there is a complex setof actors that must interact and intervene with each other. Which those actors are and whatthey bring to the network depends on if you consider the network from a non-commercialsport point of view, or from a business and commercial point of view. In a traditionalperspective the side of the network that is based on the non-commercial or sport side consistsof actors that are volunteers and engaged in the team for the fascination of sport. This paperprovides a unique insight into how a sports club have been able to use different resources tocreate a successful incubation from primarily being a non-profit organization. The arenaconcept has been an important part in building relationships with different business actors inrelation to the surrounding actors and the community. The ARA-model provides theanalytical tools for analyzing the actors, resources and activities for developing the marketingstrategy for a sport club.
Place, publisher, year, edition, pages
Interaction, Sports Marketing, Value Creation
Research subject Business Administration
IdentifiersURN: urn:nbn:se:kau:diva-29395OAI: oai:DiVA.org:kau-29395DiVA: diva2:655829
27the IMP Conference in Glasgow, University of Strathclyde, Business School,September 1-3, 2011.