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Stakeholder influence strategies in bidding for a professional sport franchise license

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  • Heffernan, Jackie
  • O'Brien, Danny

Abstract

This paper examines an application for a franchise license in Australia's professional rugby league competition, the National Rugby League (NRL). Frooman's (1999) typology of stakeholder influence strategies is used to analyse the negotiation of resource relationships between a Gold Coast franchise bid team and its key stakeholders. Primary data came from 12 interviews with nine key actors in the bid process; these were buttressed by secondary data. Frooman's typology provided a useful heuristic, but did not fully account for the critical role of firm legitimacy in stakeholders' choice of influence strategies. The bid team negotiated stakeholders' initial direct withholding strategies by creating access to the intangible resource of legitimacy. This subsequently provided access to material resources such as finance, a new stadium, and, ultimately, a franchise license. The findings are of note to practitioners and scholars interested professional sport and stakeholder theory.

Suggested Citation

  • Heffernan, Jackie & O'Brien, Danny, 2010. "Stakeholder influence strategies in bidding for a professional sport franchise license," Sport Management Review, Elsevier, vol. 13(3), pages 255-268, August.
  • Handle: RePEc:eee:spomar:v:13:y:2010:i:3:p:255-268
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    References listed on IDEAS

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    1. Mules, Trevor, 1998. "Taxpayer Subsidies for Major Sporting Events," Sport Management Review, Elsevier, vol. 1(1), pages 25-43, November.
    2. Sparvero, Emily & Chalip, Laurence, 2007. "Professional Teams as Leverageable Assets: Strategic Creation of Community Value," Sport Management Review, Elsevier, vol. 10(1), pages 1-30, May.
    3. Rascher, Daniel & Rascher, Heather, 2004. "NBA Expansion and Relocation: A Viability Study of Various Cities," MPRA Paper 25740, University Library of Munich, Germany.
    4. Phillips, Robert, 2003. "Stakeholder Legitimacy," Business Ethics Quarterly, Cambridge University Press, vol. 13(01), pages 25-41, January.
    5. Sara L. McGaughey, 2002. "The Global Sports-Media Nexus: Reflections on the 'Super League Saga' in Australia," Journal of Management Studies, Wiley Blackwell, vol. 39(3), pages 383-416, May.
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    7. Pfeffer, Jeffrey, 1997. "New Directions for Organization Theory: Problems and Prospects," OUP Catalogue, Oxford University Press, number 9780195114348.
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    Cited by:

    1. Phillips, Pamm & Turner, Paul, 2014. "Water management in sport," Sport Management Review, Elsevier, vol. 17(3), pages 376-389.
    2. Turner, Paul, 2012. "Regulation of professional sport in a changing broadcasting environment: Australian club and sport broadcaster perspectives," Sport Management Review, Elsevier, vol. 15(1), pages 43-59.
    3. Welty Peachey, Jon & Bruening, Jennifer, 2011. "An examination of environmental forces driving change and stakeholder responses in a Football Championship Subdivision athletic department," Sport Management Review, Elsevier, vol. 14(2), pages 202-219, May.

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