Market-Orientation Principles in Football Clubs: brand, profits and fans
DOI:
https://doi.org/10.5007/2175-8077.2018V20n52p155Abstract
This theoretical paper aims to depict, position and discuss the market and customer-orientation concepts in the Brazilian sports clubs in order to increase revenues and profits. In effect, the market and customer-orientation improve the professional management in a club, the responsible governance principles to stakeholders – including partners and sponsors –, the client-fan perspective and, also, provide revenues and profits to a sports club. However, reports provided by consulting have been shown that market-orientation and professional management are more in theory than in practises. While Brazilian football clubs squeeze have debts, European clubs have revenue and profits through marketing and client-fan focus.References
BARROS, C. P.; LEACH, S. Analysing the Performance of the English F. A.: Premier league with and Econometric Frontier Model. Journal of Sport Economics, v. 7, p. 391-407, 2006b.
BARROS, C. P.; LEACH, S. Performance Evaluation of the English Premier Football League with Data Envelopment Analysis. Applied Economics, v. 38, p. 1149-1158, 2006a.
BDO. 1º Valor das Marcas dos Clubes Brasileiros: Finanças dos Clubes (2017). Disponível em: https://www.bdo.com.br/pt-br/publicacoes/noticias-em-destaque/10%C2%BA-valor-das-marcas-dos-clubes-brasileiros Acesso em: 22 de março de 2018.
BERNSTEIN, G. The Principles of Sports Marketing. Illinois: Sagamore, Publishing, 2015.
BOUCHET, P.; BODET, G.; BERNACHE-ASSOLLANT, I.; KADA F. Segmenting Sport Spectators: Construction and Preliminary Validation of The Sporting Event Experience Search (SEES) Scale. Sport Management Review, v. 14, p. 42-53, 2011.
BRADBURY, T.; O’BOYLE, I. Understanding Sport Management: International Perspectives. New York, USA: Routledge, 2017.
CHADWICK, S.; THWAITES, D. Management Sport Sponsorship Programmes: Lessons from a Critical Assessment of English Soccer. Journal of Advertising Research, v. 45, n. 3, p. 328-338, 2005.
CHAN, K. W.; MAUBORGNE, R. A Estratégia do Oceano Azul – Como Criar Novos Mercados e Tornar a Concorrência Irrelevante. São Paulo: Campus, 2006.
CIRQUE DU SOLEIL. Material para a Imprensa. Disponível em: https://www.cirquedusoleil.com/pt/press/kits/shows/quidam/creators.aspx Acesso: 17 de novembro de 2017.
CLEMES, M. D.; BRUSH, G. J.; COLLINS, M. J. Analysing the Professional Sport Experience: A Hierarchical Approach. Sport Management Review, v. 14, p. 370-388, 2011.
COLLIGNON, H.; SULTAN, N. Winning in Business Sports. ATKeaney Report 2014. Disponível em https://www.atkearney.com/documents/10192/5258876/Winning+in+the+Business+of+Sports.pdf/ed85b644-7633-469d-8f7a-99e4a50aadc8 . Acessado em 08 de outubro de 2016
FAGUNDES, A. F. A.; VELGA, R. T.; SAMPAIO, D. DE O.; SOUZA, C. V.; SANTANA, E. E. P.; LARA, J. E. Um estudo sobre a satisfação do consumidor esportivo que frequenta estádios de futebol em Belo Horizonte. Revista Eletrônica de Ciência Administrativa – RECADM, v. 12, n. 1, p. 121-135, 2013.
FLECHA, A. C.; PONTELLO, M. L. Comportamento do Torcedor do Futebol. Podium: Sport, Leisure and Tourism Review, v. 4, n. 2, p. 72-87, 2015.
FOSTER, G.; O’REILLY, N.; DÁVILA, A. Sports Business Management: Decision Making Around the Globe. New York, USA: Routledge, 2016.
FULLERTON, S.; MERZ, G. R. The Four Domains of Sports Marketing: A Conceptual Framework. Sports Marketing Quarterly, v. 17, n. 2, p. 90-108, 2008.
GABURRO, T. H. C. Marketing Esportivo: Análise das Marcas que Optam por Investir em Clubes Brasileiros. Revista Diálogos Interdisciplinares, v. 2, n. 2, p. 106-126, 2013.
GASPAR, M. A.; MORAIS, D. M. G.; VALLADA JÚNIOR, A. C.; DEBIA, C. A. Marketing Esportivo: Um Estudo das Ações Praticadas por Grandes Clubes de Futebol do Brasil. Podium: Sport, Leisure and Tourism Review, v. 3, n. 1, p. 12-28, 2014.
GIROUX, M.; PONS, F.; MALTESE, L. The Role of Perceived Brand Personality in Promotion Effectiveness and Brand Equity Development of Professional Sports Teams. International Journal of Sports Marketing and Sponsorship, v. 18, n. 2, p. 180-195, 2017.
GRINSTEIN, A. The Relationships between Market Orientation and Alternative Strategic Orientations. European Journal of Marketing, v. 42, n. 1/2, p. 115-134, 2008.
Hedlund, D. P. Creating Value Through Membership and Participation in Sport Fan Consumption Communities. European Sport Management Quarterly, v. 14, n. 1, p. 50-71, 2014.
KOHLI, A. K.; JAWORSKI, B. J. Marketing Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, v. 54, p. 1-18, 1990.
KOHLI, A. K.; JAWORSKI, B. J.; KUMAR, A. MARKOR: A Measure of Market Orientation, Journal of Marketing Research, v. 30, n. 4, p. 467-477, 1993.
KPMG Report. Business of Sports: Shaping a Successful Innings for the Indian Sports Industry 2014. Disponível em: http://www.smri.in/wp-content/uploads/2015/02/Business-of-Sports-KPMG.pdf. Acessado em 08 de outubro de 2016.
KRIEMADIS, T.; TERZOUDIS, C. Strategic Marketing Planning in the Sport Sector. Sport Management International Journal (SMIJ), v. 3, n. 1, p. 27-44, 2007.
LEVITT, T. Miopia em Marketing. Harvard Business Review, Jul/Ago, 1960.
LINGS, I.; GREENLEY, G. The Impact of Internal and External Market Orientations on Firm Performance. Journal of Strategic Marketing, v. 17, n. 1, p. 41-53, 2009.
LOVELOCK, C.; WIRTZ, J.; HEMZO, M. A. Marketing de Serviços: Pessoas, tecnologia e Estratégia. 7 ed. São Paulo: Pearson Prentice Hall, 2011.
MALTESE, L.; DANGLADE, J. P. Marketing du Sport et Événementiel Sportif. Paris: Dunod, 2014.
MARÁ, M. Fla Lidera Ranking de Receitas e é o Único dos Grandes a Reduzir Dívida. Site: Globo Esporte. Disponível em: http://globoesporte.globo.com/futebol/noticia/2015/05/fla-lidera-ranking-de-receitas-e-e-unico-dos-grandes-reduzir-divida-veja-lista.html . Acesso: 28 de outubro de 2015.
MAYDEU-OLIVARES, A.; LADO, N. Market Orientation and Business Economic Performance: A Mediated Model. International Journal of Service Industry Management, v. 4, n. 3, p. 284-309, 2003.
MCHUGH, J.; BRONSON, P.; WATTERS, E. The Future of Sports 2015. Reports. futureof.com Disponível em: http://www.gannett-cdn.com/usatoday/editorial/sports/The-Future-of-Sports-2015-Report.pdf. Acessado em 19 de setembro de 2016.
MELO, L. Os 20 Clubes Brasileiros mais Endividados de 2014. Revista Exame.com. Disponível em: http://exame.abril.com.br/negocios/noticias/os-20-clubes-brasileiros-mais-endividados-de-2014 . Acesso: 28 de outubro de 2015.
MOORE, N.; LEVERMORE, R. English Professional Football Clubs: Can Business Parameters of Small and Medium-Sized Enterprises be Applied? Sport Business and Management: An International Journal, v. 2, n. 3, p. 196-209, 2012.
NORRIS, J. I.; WANN, D. L.; ZAPALAC, R. K. Sport Fan Maximizing: Following the Best Team or Being the Best Fan? Journal of Consumer Marketing, v. 32, n. 3, p. 157-166, 2014.
PIIPPONEN, H. Enhancing Customer Relations in Team Sport Business. Dissertação (Mestrado em Marketing). Department of Marketing and Management – Escola de Economia, Aalto University, Helsinki, Finland, 2011.
PINHEIRO, S. F. T. Orientação para o Mercado: Estudo de Caso ISA (Intelligent Sensing Anywhere S.A.) Dissertação (Mestrado em Economia). Faculdade de Economia, Universidade de Coimbra, Coimbra – Portugal, 2014.
RATTEN, V. The Dynamics of Sport Marketing. Suggestions for Marketing Intelligence and planning. Marketing Intelligence & Planning, v. 14, n. 2, p. 162-168, 2016.
RECEITA FEDERAL DO BRASIL. Parcelamento da Lei nº 13.155/2015 - Profut (Programa de modernização da gestão e de responsabilidade fiscal do futebol brasileiro). Ministério da Fazenda. Disponível em: <http://idg.receita.fazenda.gov.br/acesso-rapido/legislacao/legislacao-por-assunto/parcelamento-da-mp-no-671-2015-times-de-futebol-profut> Acesso: 28 de outubro de 2015.
RUNDH, B.; GOTTFRIDSSON, P. Delivering Sports Events: The Arena Concept in Sports from Network Perspective. Journal of Business & Industrial Marketing, v. 30, n. 7, p. 785-794, 2015.
Santos, E. C. S. Marketing Esportivo: Repensando a Gestão de um Clube de Futebol no Brasil. Revista de Administração, v. 4, n. 6, p. 1-16, 2014.
SHILBURY, D. Sport Management Series, 3 ed. Sydney: Allen & Unwin, 2009.
SMOLIANOV, P.; SHILBURY, D. Examining Integrated Advertising and Sponsorship in Corporate Marketing Through Televised Sport. Sport Marketing Quarterly, v. 14, 239-250, 2005.
SOARES, M. L. A. Miopia do Marketing Esportivo dos Clubes de Futebol no Brasil: Proposta de um Modelo de Gestão de Marketing Esportivo para os Clubes Brasileiros. Tese (Doutorado em Administração) – Faculdade de Economia, Administração e Contabilidade (FEAC), Universidade de São Paulo (USP), São Paulo, 2007.
STORM, R. K.; WAGNER, U.; NIELSEN, K. When Sport Meets Business: A Brief Introduction. In: NIELSEN, K.; WAGNER, U.; STORM, R. K. When Sports Meets Business: Capabilities, Challenges, Critiques. London, UK: Sage, 2017.
YOSHIDA, M. Consumer Experience Quality: A Review and Extension of the Sport Management Literature. Sport Management Review, v. 20, p. 427-442, 2017.
Downloads
Published
How to Cite
Issue
Section
License
The author must ensure:
- that there is complete consensus among all co-authors to approve the final version of the paper and its submission for publication.
- that their work is original, and if the work and/or words of others have been used, these have been duly acknowledged.
Plagiarism in all its forms constitutes unethical publishing behavior and is unacceptable. RCA reserves the right to use software or any other methods of plagiarism detection.
All submissions received for evaluation in the RCA journal are screened for plagiarism and self-plagiarism. Plagiarism identified in manuscripts during the evaluation process will result in the submission being archived. In the event of plagiarism being identified in a manuscript published in the journal, the Editor-in-Chief will conduct a preliminary investigation and, if necessary, retract it.
Authors grant RCA exclusive rights of first publication, with the work simultaneously licensed under the Creative Commons (CC BY) 4.0 International License.
Authors are authorized to enter into separate, additional contractual arrangements for the non-exclusive distribution of the version of the work published in this journal (e.g., publishing in an institutional repository, on a personal website, publishing a translation, or as a chapter in a book), with an acknowledgement of its authorship and initial publication in this journal.
This license grants any user the right to:
Share – copy, download, print, or redistribute the material in any medium or format.
Adapt – remix, transform, and build upon the material for any purpose, even commercially.
According to the following terms:
Attribution – You must give appropriate credit (cite and reference), provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
No additional restrictions – You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
