Openly accessible

International sport marketing : practical and future research implications

Ratten, Vanessa and Ratten, Hamish 2011, International sport marketing : practical and future research implications, Journal of business and industrial marketing, vol. 26, no. 8, pp. 614-620.

Attached Files
Name Description MIMEType Size Downloads
ratten-internationalsport-post-2011.pdf Author's post print application/pdf 226.96KB 804

Title International sport marketing : practical and future research implications
Author(s) Ratten, Vanessa
Ratten, Hamish
Journal name Journal of business and industrial marketing
Volume number 26
Issue number 8
Start page 614
End page 620
Publisher Emerald Group Publishing
Place of publication West Yorks, U. K.
Publication date 2011
ISSN 0885-8624
Keyword(s) sport marketing
sports
international
international market trends
future research
entrepreneurship
sport business ventures
entrepreneurialism
Summary Purpose – Sport is a global product and service that many people around the world enjoy playing, watching and participating in. Whilst there has been an abundance of global media attention on sporting events such as the Olympics and World Football Cup, there seems to be a lack of integration between the sports marketing and international business disciplines both from a practical and also academic standpoint. This paper aims to discuss international sport marketing and why it is an important attribute of business-to-business marketing.

Design/methodology/approach – The aim of the paper is to provide practical implications and research avenues for those seeking to further investigate international sport marketing as a unique area of academic research. The introduction to the paper focuses on the importance of sport to the global economy and how entrepreneurship is ingrained in many sport businesses and organizations. Next, different areas of international business management that relate to entrepreneurial sport marketing ventures are discussed in terms of future research directions and practical implications. These include how entrepreneurial sport ventures affect internationalization, branding, corporate social responsibility, tourism, regional development, marketing and action sports.

Findings – The paper concludes by finding that there are numerous research avenues for future research on international sport marketing that combine different areas of marketing together with the sport marketing and international business literature. In addition, there is enormous potential for linking the sports marketing and international business literature through focusing on entrepreneurial sport ventures that occur worldwide.

Research limitations/implications – The authors demonstrate the need to take an international perspective of sports marketing and business-to-business relationships.

Practical implications – The paper discusses how and why sport firms interact in the international marketplace and how future competition will benefit from more sport-based business-to-business partnerships.

Originality/value – The paper examines the important area of international sports marketing and how businesses that are both profit and non-profit orientated collaborate. The paper explores the concept of international sports marketing, and discusses the practical and future research implications of this exciting new field of marketing research.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150304 Entrepreneurship
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2011, Emerald Group Publishing Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30041829

Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 1 times in TR Web of Science
Scopus Citation Count Cited 2 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 205 Abstract Views, 810 File Downloads  -  Detailed Statistics
Created: Tue, 31 Jan 2012, 09:51:53 EST by Katrina Fleming

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.