Conference paper
Market Driven Strategies of Elite Sports Clubs: Exploring the Role of the Internet
Proceedings of the 2004 Australian and New Zealand Marketing Academy Conference, pp.1-7
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2004 (Wellington, New Zealand, 29-Nov-2004–01-Dec-2004)
Australian and New Zealand Marketing Academy (ANZMAC)
2004
Abstract
The relationship between market orientation and organisational performance has been demonstrated in the literature. Further, market orientation and the creation of superior customer value constitute a set of capabilities that make a firm market driven and such firms often outperform less market oriented rivals. But do Internet market orientation and Internet capability development have a positive impact on performance? This exploratory study with elite sports clubs indicates that elite sports clubs could improve their organisational performance by developing Internet marketing capabilities that complement market driven strategies.
Details
- Title
- Market Driven Strategies of Elite Sports Clubs: Exploring the Role of the Internet
- Authors
- L L Lamont (Author)Debra Harker (Author) - University of the Sunshine Coast - Faculty of BusinessMichael Harker (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- Jim Wiley (Editor)Peter Thirkell (Editor)
- Publication details
- Proceedings of the 2004 Australian and New Zealand Marketing Academy Conference, pp.1-7
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2004 (Wellington, New Zealand, 29-Nov-2004–01-Dec-2004)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2004
- ISBN
- 0475222151
- Copyright note
- Copyright © 2004 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99448950902621
- Output Type
- Conference paper
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