The impact of structure on marketing success in Australian Rules Football clubs
Paper
Paper/Presentation Title | The impact of structure on marketing success in Australian Rules Football clubs |
---|---|
Presentation Type | Paper |
Authors | Johnson Morgan, Melissa (Author), Summers, Jane (Author) and West, Kristy (Author) |
Editors | Fullerton, Sam and Moore, David |
Journal or Proceedings Title | Global Business Trends: Contemporary Readings |
Number of Pages | 10 |
Year | 2006 |
Place of Publication | Ypsilanti, Michigan, USA |
ISBN | 1887676244 |
Conference/Event | International Conference of the Academy of Business Administration (2005) |
Event Details | International Conference of the Academy of Business Administration (2005) Event Date 03 to end of 07 Aug 2005 Event Location Prague, Czech Republic |
Abstract | As professional football clubs compete in increasingly equalised environments, there is a growing need to concentrate on organisational capabilities to achieve stakeholder satisfaction and through this, marketing success. One factor deemed to influence marketing success is organizational structure, and this paper reports the findings a study that examines the impact of organisational structure on the marketing success of professional Australian Rules (AFL) football clubs in Australia. Results show that most AFL clubs adopt a board of governance structure, which is believed to allow greater focus on strategic issues, and to facilitate more appropriate resource allocation to the various functional areas of clubs than other structures – specifically a board of management. In addition, this structure also appears to be linked to high levels of organizational performance through the satisfaction of stakeholder needs. |
Keywords | AFL; sport marketing; organisational structure; organizational structure; Australian Football |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350605. Marketing management (incl. strategy and customer relations) | |
350711. Organisational planning and management | |
Byline Affiliations | Department of Marketing and Tourism |
School of Management and Marketing |
https://research.usq.edu.au/item/9xz18/the-impact-of-structure-on-marketing-success-in-australian-rules-football-clubs
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