IDEAS home Printed from https://ideas.repec.org/p/sek/iacpro/10312491.html
   My bibliography  Save this paper

Marketing evolution of performance enhancing drugs in professional cycling

Author

Listed:
  • J. J. Prinsloo

    (NWU Business School, North-West University)

  • T. G. Pelser

    (University KwaZulu-Natal)

  • P. S. Radikonyana

    (Municipal Demarcation Board, Pretoria)

Abstract

The use of performance enhancing drugs (PED?s) is prevalent amongst professional cyclists. Over the past 100 years, the use there-off went through different evolutionary periods. The products (PED?s) evolved since the 1900?s. During the early 1900?s products like tobacco and alcohol were used. Fifty years later, after WWII, amphetamines (developed during the WWII period) was the product of choice. Since the late 1980?s another product evolution took place. Erythropoietin (EPO) a product designed for cancer patients started surfacing amongst cyclists. Ironically this product have one primary negative side effect ? sudden death. However, this did not curtail or stop the use. Positive effects were and are massive in terms of athlete performance. This paper look at the historical time line of the use of PED?s. The use there-off as well as the various effects it had and have on cyclists. Marketing (push strategy) did and do not drive this phenomena. Based on its ?submerged or underground? nature of products and its use, a ?pull strategy? seem to be the chosen marketing channel application. Intermediaries does not fir the accepted marketing profile. Rather medical qualified individuals seem to become links in these distribution channels. A qualitative literature empirical approach was used. Literature was scrutinised based on a convenient and purposive nature. Because of the sensitive and ethical nature of this paper, a pure qualitative interview approach was disregarded. The aim of this paper was to structure the historical time line as well as the evolution of these products.The findings, although sensitive, is two-fold in nature. These recommended suggestions are highly speculative and should be treated as alternative suggestions to the current situation.

Suggested Citation

  • J. J. Prinsloo & T. G. Pelser & P. S. Radikonyana, 2020. "Marketing evolution of performance enhancing drugs in professional cycling," Proceedings of International Academic Conferences 10312491, International Institute of Social and Economic Sciences.
  • Handle: RePEc:sek:iacpro:10312491
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/2020-international-academic-conference-prague/table-of-content/detail?cid=106&iid=021&rid=12491
    File Function: First version, 2020
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wladimir Andreff, 2016. "The Tour de France: A Success Story in Spite of Competitive Imbalance and Doping," Sports Economics, Management, and Policy, in: Daam Van Reeth & Daniel Joseph Larson (ed.), The Economics of Professional Road Cycling, edition 1, chapter 0, pages 233-255, Springer.
    2. Wladimir Andreff, 2016. "Chapter X: The Tour de France: a success story in spite of competitive imbalance and doping," Post-Print halshs-01279855, HAL.
    3. Wladimir Andreff, 2016. "Chapter X: The Tour de France: a success story in spite of competitive imbalance and doping," Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) halshs-01279855, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bram Janssens & Matthias Bogaert & Mathijs Maton, 2023. "Predicting the next Pogačar: a data analytical approach to detect young professional cycling talents," Annals of Operations Research, Springer, vol. 325(1), pages 557-588, June.
    2. Alexander Genoe & Ronald Rousseau & Sandra Rousseau, 2021. "Applying Google Trends’ Search Popularity Indicator to Professional Cycling," Journal of Sports Economics, , vol. 22(4), pages 459-485, May.

    More about this item

    Keywords

    Performance enhancing drugs (PED?s); Tour de France (TdF); Submerged markets; Marketing channel; ?Word of Mouth? communication;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sek:iacpro:10312491. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: https://iises.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.