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SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport

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  • Lee, Seungbum
  • Walsh, Patrick
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    Abstract

    Given the importance and prevalence of commercialization in intercollegiate sport, outsourcing sport marketing functions has become a popular business decision with the possibility of becoming more popular in the future. Yet, there is a lack of research about outsourcing in sport marketing with respect to decision making factors when determining whether or not to outsource some aspects of an organization's marketing functions. Thus, the purpose of this case study is to examine sport marketing outsourcing decision-making factors using a SWOT and AHP combined model. These results indicate that decision makers at this institution consider strengths, or potential positive outcomes, more importantly than weaknesses, opportunities, and threats. Specifically, financial return is the most important decision making factor for decision makers whereas cost minimization is not as important.

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 14 (2011)
    Issue (Month): 4 ()
    Pages: 361-369

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    Handle: RePEc:eee:spomar:v:14:y:2011:i:4:p:361-369

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    Related research

    Keywords: Outsourcing; Marketing; Cost management; AHP; SWOT; Intercollegiate sport;

    References

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    1. Ananda, Jayanath & Herath, Gamini, 2003. "The use of Analytic Hierarchy Process to incorporate stakeholder preferences into regional forest planning," Forest Policy and Economics, Elsevier, vol. 5(1), pages 13-26, January.
    2. Duke, Joshua M. & Aull-Hyde, Rhonda, 2002. "Identifying public preferences for land preservation using the analytic hierarchy process," Ecological Economics, Elsevier, vol. 42(1-2), pages 131-145, August.
    3. Shrestha, Ram K. & Alavalapati, Janaki R. R. & Kalmbacher, Robert S., 2004. "Exploring the potential for silvopasture adoption in south-central Florida: an application of SWOT-AHP method," Agricultural Systems, Elsevier, vol. 81(3), pages 185-199, September.
    4. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
    5. Masozera, Michel K. & Alavalapati, Janaki R.R. & Jacobson, Susan K. & Shrestha, Ram K., 2006. "Assessing the suitability of community-based management for the Nyungwe Forest Reserve, Rwanda," Forest Policy and Economics, Elsevier, vol. 8(2), pages 206-216, March.
    6. Kurttila, Mikko & Pesonen, Mauno & Kangas, Jyrki & Kajanus, Miika, 2000. "Utilizing the analytic hierarchy process (AHP) in SWOT analysis -- a hybrid method and its application to a forest-certification case," Forest Policy and Economics, Elsevier, vol. 1(1), pages 41-52, May.
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