IDEAS home Printed from https://ideas.repec.org/a/eme/ajbpps/v27y2012i2p113-132.html
   My bibliography  Save this article

Six Sigma sales and marketing: application to NCAA basketball

Author

Listed:
  • Peter A. Salzarulo
  • Timothy C. Krehbiel
  • Stephen Mahar
  • Lance S. Emerson

Abstract

Purpose - Today's economic climate has fueled intense competition for entertainment dollars, including those spent on professional and intercollegiate sports. The purpose of this paper is to provide insight and demonstrate the use of the Six Sigma methodology as a way to improve event attendance in a sports marketing setting. Design/methodology/approach - The research utilizes the define‐measure‐analyze‐improve‐control (DMAIC) sequence to evaluate customer requirements and develop recommendations. Surveys, focus groups, and descriptive statistics comprise an important set of tools utilized to accomplish this aim. Findings - The paper concludes that Six Sigma can be readily applied to a sports marketing setting by explicitly demonstrating the steps employed to reverse a four‐year decline in attendance for a collegiate men's basketball program. Originality/value - The paper is unique in detailing the use of Six Sigma, a traditional quality improvement methodology, in a sports marketing setting. It also highlights the unique elements associated with fully implementing a Six Sigma project in such a seasonal setting as an athletic enterprise.

Suggested Citation

  • Peter A. Salzarulo & Timothy C. Krehbiel & Stephen Mahar & Lance S. Emerson, 2012. "Six Sigma sales and marketing: application to NCAA basketball," American Journal of Business, Emerald Group Publishing Limited, vol. 27(2), pages 113-132, October.
    • Handle: RePEc:eme:ajbpps:v:27:y:2012:i:2:p:113-132
    DOI: 10.1108/19355181211274433
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/19355181211274433/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/19355181211274433/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/19355181211274433?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:eme:ajbpps:v:27:y:2012:i:2:p:113-132. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Emerald Support (email available below). General contact details of provider: .

    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.