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Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography

Author

Listed:
  • Linda Leung

    (UTS Business School, University of Technology Sydney, Sydney 2007, Australia)

  • Daniel Feldman

    (Faculty of Engineering & IT, University of Technology Sydney, Sydney 2007, Australia)

Abstract

In designing a brand-new sport, do basic tenets of digital entrepreneurship such as ‘solve a user problem’ apply? How is it possible to understand who the potential audience might be for a product and experience that does not yet exist in a Culture Industry such as sports? The paper examines the beginnings of an Australian startup with an early-stage product in the sports and entertainment industry and its use of digital ethnography to investigate key audience segments. The process of audience development occurred alongside the prototyping and testing of a high-tech product that is central to the sport. As the product underwent iterations of development and release, audience interaction with the product was tracked through social media. Discourse analysis of audience engagement with the product on Facebook was conducted to inform a series of user personas that indicated a heavy male bias in the future audience. In exploring the intersection of sports, Cultural Industries and digital entrepreneurship, the paper concludes with observations of how this case challenges each of those notions through the process of ‘starting up’.

Suggested Citation

  • Linda Leung & Daniel Feldman, 2021. "Is It Digital Entrepreneurship? Designing a New Sport through Audience Ethnography," Sustainability, MDPI, vol. 13(21), pages 1-11, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:11690-:d:662499
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    References listed on IDEAS

    as
    1. Sheng, Margaret L. & Chien, Iting, 2016. "Rethinking organizational learning orientation on radical and incremental innovation in high-tech firms," Journal of Business Research, Elsevier, vol. 69(6), pages 2302-2308.
    2. Ratten, Vanessa & Babiak, Kathy, 2010. "The role of social responsibility, philanthropy and entrepreneurship in the sport industry," Journal of Management & Organization, Cambridge University Press, vol. 16(04), pages 482-487, September.
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