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- W3032084919 abstract "Purpose: Professional sports teams and leagues operate in a crowded market, thus, occasionally change league structures to remain competitive in the marketplace. However, the implications of such changes on strategic marketing planning is seldom explored.Design: Semi-structured interviews with 11 second-tier Rugby Football League (RFL) club executives and 1 national governing body executive.Findings: Very few clubs had a marketing strategy, therefore, engaged in very little strategic marketing planning. Furthermore, the main barriers were resource and skills, and, organisation and leadership.Practical Implications: The RFL need to concentrate on making sustainable shared resources which develop capabilities. For example, developing a standardised yet mouldable strategic marketing package would reduce the financial and knowledge resource barriers.Research Contribution: d This paper makes theoretical contribution to sport management, specifically barriers to strategic marketing practices within professional sports organisations. It also brings lower-tier professional sport clubs into focus, which are often overlooked." @default.
- W3032084919 created "2020-06-05" @default.
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- W3032084919 date "2020-06-02" @default.
- W3032084919 modified "2023-10-16" @default.
- W3032084919 title "Changing the sport product: marketing implications for championship rugby league clubs in the United Kingdom" @default.
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- W3032084919 doi "https://doi.org/10.1080/23750472.2020.1773298" @default.
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