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Competência e estratégias de co-criação clube-adepto no futebol profissional : estudos de caso
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Orientador(es)
Resumo(s)
A indústria do futebol consiste num ambiente dinâmico em que os clubes buscam alternativas para conquistar maior adesão dos adeptos aos seus produtos e serviços como forma de obter vantagem competitiva. Analisando a gestão do desporto sob o prisma do novo paradigma de marketing conhecido como Service-Dominant logic, os adeptos participam ativamente da co-criação de valor. Contudo, os clubes continuam a exercer papel central na sua rede de valor para a qual devem oferecer proposições de valor e desenvolver estratégias para estimular e facilitar a co-criação com seus adeptos. Com base no modelo desenvolvido por Karpen et al. (2012) para a indústria de serviços, aplicado às estratégias de crescimento adaptadas por Kunkel et al. (2014) ao contexto do desporto, foi realizado estudo de caso múltiplo com clubes de futebol profissional de Portugal, Brasil e Estados Unidos, composto por entrevistas em profundidade com gestores e análise documental. Foi identificada relação entre cada uma das seis componentes da competência de co-criação propostas e as estratégias de co-criação clube-adepto, que no entanto costumam variar mediante o tipo de serviço oferecido pelo clube e diferentes segmentos de adeptos, como sócios, detentores de bilhetes de época, membros de comunidades e adeptos em geral. O desenvolvimento dessas capacidades apresenta-se com um caminho a ser seguido para aumentar a participação dos fãs e, ao mesmo tempo, o controlo do clube sobre a co-criação dos adeptos, resultando em benefícios para ambas as partes.
Football industry consists in a dynamic environment where clubs look for new ways to increase fan engagement toward its products and services to achieve competitive advantage. Analysis of the new marketing paradigm called Service-Dominant in a sport management perspective fans participate actively in value co-creation. Even though, clubs still maintain central role in its value network, thus may not only offer value propositions but stimulate and facilitate co- creation with its fans. Based on Karpen et al. (2012) model to the service industry in the sport context, a study multiple case study has been conducted on elite football clubs from Portugal, Brazil, and United States, including in-depth interviews with managers and document analysis. It has been identified a relationship among each of the six co-creation capability framework components and club-to-fan co-creation strategies. However, these capabilities seem vary according different types of service and fans segments, such as affiliates, season ticket holders, fans communities’ members and general supporters. Developing these capabilities is a pathway to be followed to both increase fan participation and remain clubs' control over fan co-creation, resulting in mutual benefits.
Football industry consists in a dynamic environment where clubs look for new ways to increase fan engagement toward its products and services to achieve competitive advantage. Analysis of the new marketing paradigm called Service-Dominant in a sport management perspective fans participate actively in value co-creation. Even though, clubs still maintain central role in its value network, thus may not only offer value propositions but stimulate and facilitate co- creation with its fans. Based on Karpen et al. (2012) model to the service industry in the sport context, a study multiple case study has been conducted on elite football clubs from Portugal, Brazil, and United States, including in-depth interviews with managers and document analysis. It has been identified a relationship among each of the six co-creation capability framework components and club-to-fan co-creation strategies. However, these capabilities seem vary according different types of service and fans segments, such as affiliates, season ticket holders, fans communities’ members and general supporters. Developing these capabilities is a pathway to be followed to both increase fan participation and remain clubs' control over fan co-creation, resulting in mutual benefits.
Descrição
Mestrado em Gestão do Desporto. Universidade de Lisboa. Faculdade de Motricidade Humana
Palavras-chave
Case study Clubs Co-creation Fans Strategy Sport management Adeptos Clubes Co-criação Estratégia Estudo de caso Gestão do desporto