Johnson Morgan, Melissa and Summers, Jane and West, Kristy (2006) The impact of structure on marketing success in Australian Rules Football clubs. In: International Conference of the Academy of Business Administration, 3-7 Aug 2005, Prague, Czech Republic.
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As professional football clubs compete in increasingly equalised environments, there is a growing need to concentrate on organisational capabilities to achieve stakeholder satisfaction and through this, marketing success. One factor deemed to influence marketing success is organizational structure, and this paper reports the findings a study that examines the impact of organisational structure on the marketing success of professional Australian Rules (AFL) football clubs in Australia. Results show that most AFL clubs adopt a board of governance structure, which is believed to allow greater focus on strategic issues, and to facilitate more appropriate resource allocation to the various functional areas of clubs than other structures – specifically a board of management. In addition, this structure also appears to be linked to high levels of organizational performance through the satisfaction of stakeholder needs.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Uncontrolled Keywords:||AFL; sport marketing; organisational structure; organizational structure; Australian Football|
|Subjects:||350000 Commerce, Management, Tourism and Services > 359900 Other Commerce, Management, Tourism and Services
350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research
|Depositing User:||Dr Jane Summers|
|Date Deposited:||11 Oct 2007 00:50|
|Last Modified:||02 Jul 2013 22:39|
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