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Strategische (Sponsoring-) Partnerschaften im Fußballbusiness: Eine qualitative Untersuchung

Strategische (Sponsoring-) Partnerschaften im Fußballbusiness: Eine qualitative Untersuchung

          
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About the Book

Inhaltsangabe: Einleitung: Obwohl das Thema Strategische Partnerschaften in Verbindung mit Sport-Sponsoring im Fußball seit Ende der neunziger Jahre zunehmend an Bedeutung gewonnen hat, wurde es bisher nicht eingehend wissenschaftlich untersucht. Es findet sich zwar eine Vielzahl an Literaturtiteln - darunter viele wirtschaftswissenschaftliche Forschungsarbeiten, Aufsätze und Ratgeber - über die „Unternehmenskooperation Strategische Partnerschaft". Die Mehrheit der Publikationen konzentriert sich dabei auf Strategische Partnerschaften in mittelständischen Unternehmen, mit denen Fußballvereine bzgl. ihrer Umsatzgröße bezeichnenderweise häufig verglichen werden. Wissenschaftliche Studien, die Tendenzen aufzeigen oder gar repräsentative Aussagen zum Stellenwert und zu Erscheinungsformen Strategischer Partnerschaften in der Sportbranche machen, liegen jedoch nicht vor. Auch in gängiger Sportmarketing- und Sponsoringliteratur wird diese neue Form der Zusammenarbeit zwischen Akteuren der Wirtschaft und des Sports nicht explizit thematisiert. Lediglich vereinzelt schlägt sich die Bedeutung von Fußballvereinen als Strategische Partner von Unternehmen auf Themen der sportökonomischen Wissenschaft nieder. Allerdings konkretisieren diese Arbeiten - häufig in Form von Diplomarbeiten - anhand eines Fallbeispiels die Besonderheiten von Fußball-Kapitalgesellschaften und haben in erster Linie eine deskriptive Ausrichtung. Zielsetzung Zentrales Ziel der Arbeit ist es, die typischen Merkmalsausprägungen und Erscheinungsformen sog. Strategischer Partnerschaften im Fußballbusiness zu charakterisieren, um so der gestiegenen Relevanz des Themas Strategische Partnerschaft aus der Perspektive der Fußballbranche Rechnung zu tragen. Hierbei wird nicht nur eine sprachliche und inhaltliche Differenzierung von Strategischen Partnerschaften speziell für das Fußballbusiness vorgenommen. Vielmehr soll auch ein Überblick über ausgewählte Strategische Partnerschaften in der Fußballbundesliga geg


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Product Details
  • ISBN-13: 9783838640952
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 172 gr
  • ISBN-10: 3838640950
  • Publisher Date: 10 Feb 2005
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Eine qualitative Untersuchung
  • Width: 148 mm

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