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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

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.

Suggested Citation

  • Lee, Seungbum & Walsh, Patrick, 2011. "SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport," Sport Management Review, Elsevier, vol. 14(4), pages 361-369.
  • Handle: RePEc:eee:spomar:v:14:y:2011:i:4:p:361-369
    DOI: 10.1016/j.smr.2010.12.003
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    References listed on IDEAS

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    Cited by:

    1. Chandra Sekhar & Manoj Patwardhan & Rohit Kumar Singh, 2016. "Prioritising the dimensions of employee motivation using analytic hierarchy process," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 8(1), pages 49-66.
    2. Saud Alshehri & Yacine Rezgui & Haijiang Li, 2015. "Disaster community resilience assessment method: a consensus-based Delphi and AHP approach," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 78(1), pages 395-416, August.

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