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Post-Crisis Sports Marketing Business Model Shifts


  • Michael M. Goldman

    (The Gordon Institute of Business Science, University of Pretoria, South Africa.)


The impact of economic recessions on business strategy and marketing has recently received increased research attention. However, these contributions are limited, especially with respect to sports marketing businesses and those operating in emerging markets. The main aim of this study was to examine the impact of the global recession on the business models of sports marketing businesses. Qualitative data were collected via semi-structured interviews with executives at market-leading sports marketing businesses in South Africa. Grounded theory data analysis was conducted to understand the common patterns within the data. The results of the research point to four significant business model shifts, influencing the customer value proposition, agency relationships, revenue models and staffing approaches of sports marketing firms. Theoretical and practical implications are discussed including the suggestion to revisit the business model upon which sports marketing businesses compete in a post-crisis world.

Suggested Citation

  • Michael M. Goldman, 2011. "Post-Crisis Sports Marketing Business Model Shifts," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 9(2), pages 171-184.
  • Handle: RePEc:mgt:youmgt:v:9:y:2011:i:2:p:171-184

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    References listed on IDEAS

    1. N/A, 2009. "On the Recession," Local Economy, London South Bank University, vol. 24(3), pages 253-253, May.
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    Cited by:

    1. Zagorsek, Branislav, 2013. "Podnikateľský model v službách parkour a freerunning
      [Business Model in Parkour and Freerunning Services]
      ," MPRA Paper 51939, University Library of Munich, Germany.

    More about this item


    marketing; recession; sport; business model;

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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