書誌事項
- タイトル別名
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- How Professional Football Clubs Can Achieve Both Businessization and Localization:Examination of Marketing Dilemmas Using the ABCD Model
抄録
While professional sports clubs in Europe and the U.S. have attained marketability and a public nature simultaneously, many clubs in Japan are struggling to achieve either or both these two values. This study explores the businessization and localization strategies of professional football clubs belonging to the J. League, categorizes the clubs into several types, and examines their marketing dilemmas. A quantitative survey of 35 clubs was conducted from managerial and social marketing perspectives. The findings are as follows: First, through exploratory factor analysis and reliability analysis, three factors were extracted as businessization indexes: stable supply of sport services, rationalization of management, and establishment of a management base. Additionally, two factors were extracted as localization indexes: building a platform for regional cooperation, and promotion of local sports activities. Second, using the geometric means derived from the businessization indexes (three factors, eight items) and the localization indexes (two factors, nine items), a correlation analysis was conducted. The clubs were classified into four types: Advanced club (Type-A), Business-oriented club (Type-B), Community-oriented club (Type-C), and Developing club (Type-D). Finally, from the viewpoint of the ABCD model, an analytical model for professional football club management is proposed. We suggest that there can be both synergies and trade-offs between businessization and localization.
収録刊行物
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- スポーツ産業学研究
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スポーツ産業学研究 32 (1), 1_97-1_116, 2022
日本スポーツ産業学会
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詳細情報 詳細情報について
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- CRID
- 1390853741268443904
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- NII論文ID
- 130008143319
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- ISSN
- 18842534
- 13430688
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- 本文言語コード
- ja
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- データソース種別
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- JaLC
- Crossref
- CiNii Articles
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- 抄録ライセンスフラグ
- 使用不可