The relationship between organisational structure and marketing success: an analysis of Australian Rules Football clubs
Paper
Paper/Presentation Title | The relationship between organisational structure and marketing success: an analysis of Australian Rules Football clubs |
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Presentation Type | Paper |
Authors | Johnson Morgan, Melissa (Author), Summers, Jane (Author) and West, Kristy (Author) |
Editors | Pitts, Brenda G. |
Journal or Proceedings Title | Sport Marketing in the New Millennium: Selected Papers from the Third Annual Conference of the Sport Marketing Association (SMA 2005) |
Number of Pages | 13 |
Year | 2007 |
Place of Publication | Morgantown, WV. United States |
ISBN | 1885693710 |
Web Address (URL) of Paper | http://www.amazon.com/Sport-Marketing-New-Millennium-Association/dp/1885693710 |
Conference/Event | 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005) |
Event Details | 3rd Annual Sport Marketing Association Conference: Sport Marketing in the New Millennium (SMA 2005) Event Date 10 to end of 12 Nov 2005 Event Location Tempe, Arizona |
Abstract | As professional football clubs compete in increasingly equalised environment, there is a growing need to concentrate on organisational capabilities to achieve superior performance. One area of organisational performance that has been shown to be increasingly relevant for sporting clubs is marketing success. Marketing success in this context is defined as the achievement of stakeholder satisfaction and many professional sporting clubs are beginning to understand that this cannot be achieved simply by winning games. Marketing success literature is rich with many factors that have been shown to be relevant; however this study looks at the impact of organizational structure as the main area of focus. Investigations into the relationship between structure and stakeholder satisfaction are scarce, specifically in relation to professional sporting organisations. Yet anecdotal evidence from sporting club CEOs suggests that this issue is of the utmost importance for many current sporting organizations and impacts significantly upon executive decisions. This paper reports the findings of an exploratory study that examines the organisational structures of three professional Australian Rules Football clubs and investigates how these organisational structures impact upon the club's ability to satisfy its key stakeholders and thereby achieve marketing success. Results indicate that most of these clubs have chosen to adopt a board of governance model in which the board sets direction and strategy for the club but is not involved in day to day operations or decision making. Results suggest that the organisational structure chosen impacts not only on how efficiently resources are allocated to the achievement of stakeholder satisfaction, but also on the accurate identification and acknowledgement of those key stakeholders |
Keywords | sports marketing; sports promotion; sporting clubs; Australian Rules football; organisational management |
ANZSRC Field of Research 2020 | 350405. Sport and leisure management |
350799. Strategy, management and organisational behaviour not elsewhere classified | |
350709. Organisation and management theory | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | School of Management and Marketing |
Department of Marketing and Tourism |
https://research.usq.edu.au/item/9xxy0/the-relationship-between-organisational-structure-and-marketing-success-an-analysis-of-australian-rules-football-clubs
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