IDEAS home Printed from https://ideas.repec.org/a/taf/rsmrxx/v14y2011i4p361-369.html
   My bibliography  Save this article

SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport

Author

Listed:
  • Seungbum Lee
  • Patrick Walsh

Abstract

This study examined sport marketing outsourcing decision making using a SWOT and AHP hybrid model. Strengths are perceived more importantly than weaknesses, opportunities, and threats. Financial return is the most important decision making factor for outsourcing in this case study.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

  • Seungbum Lee & Patrick Walsh, 2011. "SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport," Sport Management Review, Taylor & Francis Journals, vol. 14(4), pages 361-369, October.
    • Handle: RePEc:taf:rsmrxx:v:14:y:2011:i:4:p:361-369
    DOI: 10.1016/j.smr.2010.12.003
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1016/j.smr.2010.12.003
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1016/j.smr.2010.12.003?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.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zelin Liu & Xiyan Duan & Hongling Cheng & Zhaoran Liu & Ping Li & Yang Zhang, 2023. "Empowering High-Quality Development of the Chinese Sports Education Market in Light of the “Double Reduction” Policy: A Hybrid SWOT-AHP Analysis," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    2. Jitendar Kumar Khatri & Bhimaraya Metri, 2016. "SWOT-AHP Approach for Sustainable Manufacturing Strategy Selection: A Case of Indian SME," Global Business Review, International Management Institute, vol. 17(5), pages 1211-1226, October.
    3. Tsai, Pei-Hsuan & Tang, Jia-Wei & Chen, Chih-Jou, 2022. "Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Hanming Li & Xingquan Chen & Yiwei Fang, 2021. "The Development Strategy of Home-Based Exercise in China Based on the SWOT-AHP Model," IJERPH, MDPI, vol. 18(3), pages 1-12, January.
    5. Sangmin Lee & Donghan Kim & Sunwoo Park & Wonseok Lee, 2021. "A Study on the Strategic Decision Making Used in the Revitalization of Fishing Village Tourism: Using A’WOT Analysis," Sustainability, MDPI, vol. 13(13), pages 1-12, July.
    6. Khatir, Mohammad Valipour & Akbarzadeh, Zeinolabedin, 2019. "Elucidation of structural relationships of SWOT: A mixed method approach based on FMADM for formulating science and technology strategies," Technology in Society, Elsevier, vol. 56(C), pages 44-56.
    7. Esfandi, Sara & Fatahi, Ahmad, 2016. "Review and Prioritization of Various Advertisement Methods by Meat Products Matrix Analytic Hierarchy Method (AHP): A Case Study of Sausages Products," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 6(1), March.
    8. Zikang Hao & Mengmeng Zhang & Kerui Liu & Xiaodan Zhang & Haoran Jia & Ping Chen, 2022. "Where Is the Way Forward for New Media Empowering Public Health? Development Strategy Options Based on SWOT-AHP Model," IJERPH, MDPI, vol. 19(19), pages 1-19, October.
    9. 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.
    10. Mohammad Kazem Ghorbani & Hossein Hamidifar & Charalampos Skoulikaris & Michael Nones, 2022. "Concept-Based Integration of Project Management and Strategic Management of Rubber Dam Projects Using the SWOT–AHP Method," Sustainability, MDPI, vol. 14(5), pages 1-20, February.
    11. 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.

    More about this item

    Statistics

    Access and download statistics

    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:taf:rsmrxx:v:14:y:2011:i:4:p:361-369. 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rsmr .

    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.