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Abstract(s)
O presente estudo tem como objetivo primordial compreender a importância que a aposta dos clubes de futebol na internacionalização pode ter em termos de sucesso comercial, com o principal foco da análise a recair sobre o mercado asiático.
Neste sentido, foi realizado um enquadramento teórico que consistiu na realização de uma revisão da literatura existente sobre o tema, complementando-a com uma análise do mercado asiático. Posteriormente, optou-se pelo desenvolvimento de estudo empírico de abordagem metodológica qualitativa, procedendo-se a um processo de recolha de dados primários através da realização de entrevistas semiestruturadas a membros de 3 clubes portugueses da I Liga e de um estudo de caso sobre o impacto mediático que a contratação de um futebolista iraniano causou num clube português, sendo depois feita a análise e discussão dos resultados obtidos.
Os resultados obtidos permitem verificar a existência de consciencialização dos clubes em relação à importância da aposta na internacionalização das suas marcas para mercados estrangeiros, apesar de alguma limitação de recursos em alguns casos. No que diz respeito ao mercado asiático, apesar de a sua atratividade ser indiscutível, nem todos os clubes contam com um planeamento estratégico bem definido para entrar neste continente. Ainda assim, é possível verificar algumas boas práticas nos clubes estudados que vão de encontro à conceptualização teórica das estratégias de entrada em novos mercados. Desta forma, os resultados alcançados permitiram concluir que a aposta na internacionalização dos clubes (particularmente para o mercado asiático) tem efetivamente impacto no sucesso dos clubes, seja ele comercial ou mediático.
The main objective of this study is to understand the importance that football clubs’ efforts in the internationalization process may have in terms of commercial success, with the main focus of the analysis concerning the Asian market. Therefore, a theoretical framework was carried out, which consisted of reviewing the existing literature on the subject, complementing it with an analysis of the Asian market. Subsequently, it was developed an empirical study with a qualitative methodological approach, proceeding to a process of collecting primary data through semi-structured interviews with members of 3 top tier portuguese clubs and a case study on the impact that the signing of an iranian footballer has caused in a portuguese club, with the analysis and discussion of the results being done afterwards. The results allow us to verify the existence of awareness of the clubs in relation to the importance of making efforts on the internationalization of their brands to foreign markets, despite some limited resources in some cases. With regard to the Asian market, despite is unquestionable attractiveness, not all aclubs have a well-defined strategic plan for entering in this continent. Even so, it is possible to verify some good practices in the studied clubs that meet the theoretical conceptualization entry strategies in new markets. Thus, the results allowed us to conclude that the clubs efforts in the internationalization (particularly for the Asian market) has an impact on the clubs’ success, whether reputation or commercial.
The main objective of this study is to understand the importance that football clubs’ efforts in the internationalization process may have in terms of commercial success, with the main focus of the analysis concerning the Asian market. Therefore, a theoretical framework was carried out, which consisted of reviewing the existing literature on the subject, complementing it with an analysis of the Asian market. Subsequently, it was developed an empirical study with a qualitative methodological approach, proceeding to a process of collecting primary data through semi-structured interviews with members of 3 top tier portuguese clubs and a case study on the impact that the signing of an iranian footballer has caused in a portuguese club, with the analysis and discussion of the results being done afterwards. The results allow us to verify the existence of awareness of the clubs in relation to the importance of making efforts on the internationalization of their brands to foreign markets, despite some limited resources in some cases. With regard to the Asian market, despite is unquestionable attractiveness, not all aclubs have a well-defined strategic plan for entering in this continent. Even so, it is possible to verify some good practices in the studied clubs that meet the theoretical conceptualization entry strategies in new markets. Thus, the results allowed us to conclude that the clubs efforts in the internationalization (particularly for the Asian market) has an impact on the clubs’ success, whether reputation or commercial.
Description
Keywords
Internacionalização de Clubes de Futebol Estratégias de internacionalização Branding Marketing relacional Mercado asiático Internationalization of football clubs Internationalization strategies Branding Relationship marketing Asian market