The impact of structure on marketing success in Australian Rules Football clubs

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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Abstract

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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Depositing User: Dr Jane Summers
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:50
Last Modified: 02 Jul 2013 22:39
Uncontrolled Keywords: AFL; sport marketing; organisational structure; organizational structure; Australian Football
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150303 Corporate Governance and Stakeholder Engagement
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150312 Organisational Planning and Management
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/1712

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