The profit-driven action sport industry working within the not-for-profit Australian sport system : the case of freestyle BMX Australia and the Australian sports commission

Walker, Heath, Soroka, Matt and Kellett, Pamm 2005, The profit-driven action sport industry working within the not-for-profit Australian sport system : the case of freestyle BMX Australia and the Australian sports commission, in Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference, Bowater School of Management, Deakin University, Geelong, Vic., pp. 1-5.

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Title The profit-driven action sport industry working within the not-for-profit Australian sport system : the case of freestyle BMX Australia and the Australian sports commission
Author(s) Walker, Heath
Soroka, Matt
Kellett, Pamm
Conference name Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 22-23 Sep. 2005
Title of proceedings Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference
Editor(s) Rentschler, Ruth
Hall, John
Publication date 2005
Conference series Australasian Nonprofit and Social Marketing Conference
Start page 1
End page 5
Total pages 5 p.
Publisher Bowater School of Management, Deakin University
Place of publication Geelong, Vic.
Summary When not-for-profit organisations and for-profit organisations are forced to work together, conflict can arise. This paper explores the tensions that have resulted in the Australian sport setting when the Australian Sport Commission (ASC), with its emphasis predominantly directed at not for profit sport, sought to embrace the traditionally for profit sport of Freestyle BMX into the mainstream sport system. This case study traces the development and implementation of the ASC's Street Active program through Freestyle BMX. It was found that Freestyle BMX experienced mission drift and did not provide a product or service relevant to its consumers by adhering to the guidelines required by the ASC. Further, in the development of the program, the ASC did not expect the rivalry between suppliers in the free market action sport industry when it engaged three management groups to deliver the Street Active program. As a result the action sport industry is further fragmented into for-profit agencies, and farther removed from the Australia's federal governing agency, the ASC.
ISBN 1741560179
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005653

Document type: Conference Paper
Collection: School of Management and Marketing
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