Download or read book The internationalization of professional football clubs Potential markets and the brand personality of Borussia Dortmund written by Christian Weißkopf and published by GRIN Verlag. This book was released on 2020-08-05 with total page 81 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2020 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Applied Sciences Dortmund, language: English, abstract: The ongoing professionalization and commercialization of football, as the logical consequence of the constantly increasing financing need of today’s football clubs, constitutes a topic of high interest within the current media landscape and society. This phenomenon is especially valid for the leading clubs of the "big five" European football leagues. Considering that further growth opportunities in their respective domestic, mainly saturated markets are limited, most of these clubs strengthened their efforts of expanding their business activities into new foreign markets in recent years. In this context, it seems that the assessment and selection of potential foreign markets are mainly based on the potential fanbase which causes a situation in which the internationalization path of leading European football clubs appears to be relatively similar and mapped out to a large degree. Due to this fact and the non-perceptibility of a systematical assessment and selection procedure, this thesis examined the attractivity of current and prospective markets by means of deductive analysis. The results confirmed the general assumption of the high importance of socio-economic conditions as a significant determining factor for assessing the attractivity of prospective new foreign markets. Based on these findings, the thesis provides a ranking of the top non-UEFA member markets which could demonstrate deviations between the actual target markets of European football clubs and the results of the ranking. Furthermore, as the internationalization of a professional football club implies also the extension of a club’s brand management and marketing activities, the thesis contains an empirical study on the perception of the brand "Borussia Dortmund" within international markets. In accordance with global marketing literature which states that cultural differences have the potential to notably affect consumer perception of foreign brands, the study was able to confirm this assumption. The results based on the brand identity and personality of "Borussia Dortmund" provided clear indications that deviations on the perception can be linked to and explained by cultural differences. Consequently, these findings could serve as the basis for possible adaptations on the brand identity for being able to exploit commercial potentials in new foreign markets in a more effective and efficient way.

Download or read book Professional football clubs The internationalisation of Borussia Dortmund GmbH Co KGaA written by Christian Weißkopf and published by GRIN Verlag. This book was released on 2022-03-09 with total page 77 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2018 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3-1,7, University of Applied Sciences Dortmund, language: English, abstract: Football has long been the most popular sport in the world, regardless of whether it is played actively or as a passive participant as a spectator or fan. However, the importance of football is also increasing economically. In Germany alone, the "professional football system has grown faster than most industries and about ten times faster than Germany as a whole, with real annual growth of 6.1 percent since 2008". The reason for this development is the constantly increasing competition between the clubs. The peculiarity of the so-called hyperactivity in sport and especially in football and the resulting incentive to overinvest leads to an increasing tendency towards commercialization. The clubs are increasingly countering the near saturation of the European home markets with a systematic expansion of their business activities into, for them, new international markets. The fundamental potential of internationalization faces challenges and questions of strategy development and implementation on the management side. Starting with the fundamental decision to start cross-border activities, through the choice of market entry and market development forms, to the effects on the overall corporate strategy and possible adjustments to the organizational structure. This work is therefore dedicated to the question of how far strategic approaches, especially from the areas of strategic and international management, are already being used in practice. It is examined which established concepts and theories could be part of a possible strategy development process and, following on from this, which possible adjustments to the special features of professional football clubs are necessary. The goal is to work out and show the management tasks, challenges and focal points as examples, in order to then present individual levels and issues in the analysis and strategy development process from the management's point of view.

Download or read book Analysis of strategic success factors in the internationalization process of professional German football clubs written by Henning Wenzel and published by GRIN Verlag. This book was released on 2016-02-18 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2015 in the subject Sport - Sport Economics, Sport Management, grade: 1,5, University of applied sciences, Cologne, language: English, abstract: This thesis aims to analyse professional German football clubs and their strategic approaches while internationalizing, providing a profound insight into the topic: “Analysis of strategic success factors in the internationalization process of professional German football clubs”. The primary research question of this work is why, where and when professional German football clubs are entering foreign markets and which strategic processes have to be considered during the internationalization process, furthermore, which are successful? In addition, this study strives toward a better understanding of internationalization strategies of professional German football clubs analysing how they are internally structured as well as which internal and external factors could influence the internationalization? In order to evaluate the different strategic approaches “strategy profiles” for selected clubs are going to be considered based on structured quantitative interviews and compared as case studies. In this thesis, the research focuses on selected German Bundesliga clubs. Due to their financially weaker situation and lack of international importance, clubs from the Bundesliga 2 will not be considered. The mentioned selected clubs are Borussia Dortmund GmbH & Co. KGaA, FC Gelsenkirchen-Schalke 04 e.V. and VfL Wolfsburg-Fußball GmbH. In addition, in order to analyse the collaboration between the clubs and the German Football Association (DFL Deutsche Fußball Liga GmbH), the relationship between the clubs and the DFL will be examined. For the structured interviews with experts the author of this thesis developed an interviewer administered questionnaire guiding through the different interviews. Each interviewed expert was asked to respond to the same set of questions in a predetermined order. Trying to build a broad opinion profile and to create a better possibility of comparison at a uniform level, interviews with experts from the recently most successful and aspiring German Bundesliga clubs were conducted (Alexander Jobst, Thomas Röttgermann, Benedikt Scholz). Additionally, to analyse the interdependence between the clubs and the DFL an interview with the CEO of the DFL (Christian Seifert) was conducted. Due to the financially weaker situation and lack of international importance, clubs from the Bundesliga 2 were not considered.

Download or read book The Internationalisation of Football Clubs Analysis of RasenBallsport Leipzig s Marketing Possibilities in Southeast Asia and Recommendations written by David Mariot and published by GRIN Verlag. This book was released on 2019-10-09 with total page 117 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2017 in the subject Health - Sport - Sport Economics, Sport Management, grade: 2,0, Pforzheim University, language: English, abstract: The competition between professional football clubs is increasing both on a national as well as on an international level. Clubs do not only experience pressure for sporting success but also for economic profitability. As sporting success can hardly be planned, the club’s financial well-being needs to be ensured independently from results on the pitch. The rationale seems obvious, a club’s higher popularity among fans leads to higher revenues. Football is the most popular sport in the world and almost half of the world’s population is interested in the sport. With this in mind, it seems naive or even negligent that the majority of professional German football clubs keep on serving the national market only. Sounding like a repeated appeal, Karl-Heinz Rummenigge, CEO of the most internationalised German football club FC Bayern Munich, describes internationalisation as “without any alternative“. He continues by explaining “without growth on the international markets, you risk the sporting competitiveness“. With a population of over 600 Million people and a high enthusiasm for football, Southeast Asia invites football clubs to start their internationalisation in the region. Hence only a structured approach and a thoughtful strategy are required to finally and successfully enter these promising markets.

Download or read book Routledge Handbook of Football Marketing written by Nicolas Chanavat and published by Taylor & Francis. This book was released on 2017-03-27 with total page 465 pages. Available in PDF, EPUB and Kindle. Book excerpt: Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport marketing, it highlights the critical strategic and operational elements that underpin effective marketing in football clubs around the world. From the English Premier League to Major League Soccer, this handbook addresses the most important developments in sponsorship, marketing communications, digital marketing strategies, customer relationship management and social media. Written by a team of leading football marketing experts, it presents the latest cutting-edge research in case studies from countries including the UK, USA, France, Spain, Germany, Italy, China and Japan. The only up-to-date book on football marketing written from a truly international perspective, the Routledge Handbook of Football Marketing is an invaluable resource for any researcher or advanced student with an interest in football marketing, as well as all marketers working in the professional football business.

Download or read book The Marketing Concept of FC Bayern Munich Emotionality as Driver of Success written by Matthias Ackermann and published by GRIN Verlag. This book was released on 2014-06-23 with total page 35 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Freiburg, language: English, abstract: The football club FC Bayern Munich is one of the “global players” in the business of football. The FC Bayern Munich AG is the leading football company in Germany, that is dominating the German football league not only sportive but also economical. The club could win in the season 2012/13 the historical treble. As the first club in German history they could celebrate the winning of the German championship, the DFB-cup and the UEFA champions league cup in one season. It was the greatest success of the club ever. The effects of the success are the rising interest on Bayern Munich in the country and all over the world. Revenues through staying in and winning the competitions (including matchday and broadcast) increased and the attractiveness especially of merchandising articles boosted in unknown heights. Furthermore the number of membership, the image and the brand value of FC Bayern Munich and of the German Bundesliga raised worldwide. In 2012/13 FC Bayern Munich could present for the first time sales over 400 millions of Euro. Especially to create financial benefit out of sportive success is one of the objectives Bayern Munich could transform in the business. The financial success is an important objective of all companies and also each sportive business. One essential part to reach this goal is the marketing concept. In this assignment the marketing concept of Bayern Munich with the emotionality as a driver of success, especially in football market, is shown. Within that not only the success of FC Bayern Munich and its impacts on the national and international football market are presented but also the marketing concept of the most successful football club in Germany is analysed. This includes the analysis of the current situation, the marketing objectives and the strategy of the club. In particular the football division of FC Bayern Munich is focused in this seminar paper.

Download or read book Marketing and Football written by Michel Desbordes and published by Routledge. This book was released on 2012-05-23 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also become a benchmarking standard for other sports to learn from worldwide. The practices and processes of such an established industry are important lessons for those sports which are yet to maximise on their potential earnings, and provide interesting lessons in sports marketing in general. Marketing and Football: an international approach is the first book to provide a comprehensive and entirely global approach to this subject. Written by an international team of contributors who are keen researchers in the field, it examines in two parts: the study of football marketing in Europe and the development of a marketing dedicated to football, with the question of the European example being used worldwide. A ground breaking text, it provides the reader with: * Contributions from the UK, Norway, France, Italy, Germany, Spain, Portugal, Ireland, Finland, Scotland, Brazil, Japan, USA, Canada, Argentina, Korea and Australia * Interviews with professional sports marketers representing some of the biggest clubs worldwide: Juventus Turin, FC Barcelona, Milan AC, Inter Milan, AS Rome, Olympique Lyonnais, Vicenza, SE Palmeiras, Atletico Mineiro, Atletico PR Marketing and Football: an international approach is a seminal text which will pave the way for future academics and practitioners to work, it is the first book to discuss and move towards a marketing dedicated to football.

Download or read book Football Brands written by S. Bridgewater and published by Palgrave Macmillan. This book was released on 2010-04-29 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The media increasingly refer to football clubs as brands. Certainly concepts such as loyalty, affiliation, emotional ties with football clubs seem to parallel the relationship between consumer and brand in the broader marketing sphere. This book delves deep into the world of the lucrative business of sports branding.

Download or read book The Global Football League written by P. Millward and published by Springer. This book was released on 2011-10-12 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book tackles issues of globalization in the English Premier League and unpicks what this means to fan groups around the world, drawing upon a range of sociological theories to tell the story of the local and global repertoires of action emanating from the popular protests at Liverpool and Manchester United football clubs.

Download or read book Sport Entrepreneurship written by Vanessa Ratten and published by Emerald Group Publishing. This book was released on 2020-08-25 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sport Entrepreneurship: An Economic, Social and Sustainability Perspective is about innovation, competitiveness and futuristic thinking. This work focuses on how digital technology is driving transformations in the sport industry, enabling readers to understand the shift in sport towards integrating more entrepreneurial activity.

Download or read book Football Club Ownership in England and Germany written by Max Kindler and published by GRIN Verlag. This book was released on 2009 with total page 82 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2008 in the subject Sport - Sport History, grade: distinction, The University of Liverpool, 87 entries in the bibliography, language: English, abstract: This piece of work analyses the legal and statutory environment for investments in football clubs in Germany, as opposed to the situation in England. Whereas German regulations limit the acquisition of shares of football clubs, the legal framework is much more liberal in England. The paper looks at the potential conflicts of interest involved with club ownership issues as well as at the arguments for and against the German "50 plus 1" rule and how this rule may cause a shortfall in competitiveness as compared to English football. Finally, the dissertation looks at doubts over the lawfulness of the rule in relation to European antitrust legislation and doubts over its effectiveness concerning legal loopholes provided by German corporation law. The paper relied predominantly on the analysis of literature concerning the regulation of club ownership in England and Germany, whereas a significant amount of German literature was used. Essentially, the research found that there is reason for severe scepticism about both the lawfulness and the effectiveness of the "50 plus 1" rule. It would probably not bear up against a test before the European Court of Justice. There are several opportunities in German corporate law to circumvent the rule. Finally, the paper urges the German Football Association (DFB) to consider a softening of the regulations currently in place, and effective modifications of the underlying licensing system, respectively, as well as the introduction of supporters' trusts and fit and proper person tests. Finally, the paper claims that competitive balance on a European club level can only be restored if club ownership issues are resolved on a European level.

Download or read book International Business and Tourism written by Tim Coles and published by Routledge. This book was released on 2008-03-10 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whether its bungee jumping in Queenstown or visiting the Guinness factory in Dublin, where we travel and what we do when we get there - has changed significantly in the past twenty years. This innovative textbook explores what is possibly the most unrecognized of international service industries, placing tourism in the context of contemporary gl

Download or read book Global Games written by Maarten van Bottenburg and published by University of Illinois Press. This book was released on 2001 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: A detailed and coherent account of the social significance and the politics underlying sports, Global Games demonstrates that sports are not a trivial pursuit but are deeply embedded in the way individuals and nations wish to be perceived. Book jacket.

Download or read book The Economics of Football written by Stephen Dobson and published by Cambridge University Press. This book was released on 2011-02-10 with total page 474 pages. Available in PDF, EPUB and Kindle. Book excerpt: The second edition of this popular book presents a detailed economic analysis of professional football at club level, with new material included to reflect the development of the economics of professional football over the past ten years. Using a combination of economic reasoning and statistical and econometric analysis, the authors build upon the successes and strengths of the first edition to guide readers through the economic complexities and peculiarities of English club football. It uses a wide range of international comparisons to help emphasize both the broader relevance as well as the unique characteristics of the English experience. Topics covered include some of the most hotly debated issues currently surrounding professional football, including player salaries, the effects of management on team performance, betting on football, racial discrimination and the performance of football referees. This edition also features new chapters on the economics of international football, including the World Cup.

Download or read book Economy Business and Uncertainty New Ideas for a Euro Mediterranean Industrial Policy written by Jaime Gil-Lafuente and published by Springer. This book was released on 2018-10-13 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents original research articles addressing various aspects of economics, management and optimization. The topics discussed include economics, finance, marketing, resource allocation strategies, fuzzy logic, and network-based techniques for the analysis of economics, management and mathematical optimization. Combining the input of contributing professors and researchers from various Spanish, Italian and Latin American universities, the book will be of interest to students, researchers and practitioners, as well as members of the general public interested in the world of Economics and Management.

Download or read book African Footballers in Sweden written by Carl-Gustaf Scott and published by Springer. This book was released on 2015-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book employs men's football as a lens through which to investigate questions relating to immigration, racism, integration and national identity in present-day Sweden. Specifically, this study explores if professional football serves as a successful model of multiracialism/multiculturalism for the rest of Swedish society to emulate.

Download or read book Managing Football written by Simon Chadwick and published by Routledge. This book was released on 2010-07-15 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing Football is the first book to directly respond to the rapid managerial, commercial and global development of the sport and offers a thorough analysis of how the football industry can meet the challenges that flow from these developments. Expertly edited by two well known specialists in football business management, it draws together the work of a world-class contributor team to form a comprehensive analysis of the most important issues facing the managers of football businesses across the world. The cutting edge analysis examines all the important business challenges in the football industry and the management of football businesses and covers all of the key football markets including England, Spain, France, Italy, Germany, Australia, North America, China, South Africa, South Korea, the Netherlands & Belgium, and Mexico. Managing Football is simply a must-read for anyone studying or working in football business management and is set to be an important landmark in this rapidly moving and globally expansive field.