Alexandre Luzzi Las Casas

Sports Ecosystem of the “Triad of São Paulo”: Sports Marketing Management According to Fans

A sports ecosystem aims to guide marketers to propose, design and operate a marketing plan with the purpose of obtaining several sources of financial funding for undertaking new business strategies for the sports club. Thus, this paper aims to understand and analyse the sports ecosystem of Corinthians, Palmeiras and Sao Paulo sports clubs according to their fans opinion, and checking the similarities and differences among the clubs. Concerning the methodology, an exploratory study was designed comprising 79 topics using the Likert scale to be administered to 704 sports fans in 9 matches between February and March 2017. In general, the analysis procedure followed four stages: (i) calculating the parametric analysis (ANOVA) and post-hoc schefee tests; (ii) selecting process of the issues which achieved the significance <= 0,05 (5%); (iii) observing and settling on which group of fans that agreed or disagreed with other fans; (iv) standing out that topics (and axis) that are most similar and most divergent. Regarding the findings and results, Corinthians is different from Palmeiras and Sao Paulo in six out of seven axes; club management, stadium, and partnerships and sponsorships are the most critical dimensions; and Sao Paulo has the best club management axis. Therefore, just one hypothesis and a half were confirmed. Knowing the sports ecosystem axes increases the chances of designing the sport business and marketing plan suitable according to customer-fan orientation principle.

The Key-Attributes That Influence the Fans’ Perceptions of the Corinthians’ Ecosystem

Objective: This article aims to understand and analyse which fans’ attributes most infers in their view concerning the sports ecosystem of the Sport Club Corinthians for sporting events. Methodology: an exploratory research was carried out consisting 78 topics using the Likert scale to be administered to 180 sports fans in 3 matches between February and March 2017. The analysis procedure followed three steps: (i) calculating the chi-square testes cross tables; (ii) selecting the topics which achieved less than 5% significance; (iii) and identifying that group of fans’ attributes that are most similar and most divergent. Findings: monthly salary is the most critical fan attribute; monthly attendance is the second fan attribute most divergent. Fans understand that the stadium as well as partnerships and sponsorships as the critical dimensions of the Corinthians’ ecosystem. Conclusion: Therefore, 2 out of 3 hypotheses were confirmed. Besides, issue as to gender is not a critical fans’ attributes for the Corinthians’ marketers.

Processo de mudança da cultura organizacional na construção de uma empresa co-criativa: Um estudo de caso na multinacional GE Healthcare

The article seeks to identify the methods and obstacles in the process of cultural change when adopting co-creative procedures. The study analyses the multinational GE Healthcare, which has implemented a global value co-creation strategy named “healthymagination”. A conceptual framework for value co-creation and Prahalad and Ramaswamy’s (2004) principles of co-creation were used as a theoretical base. A case study method was used that included monitoring techniques and open semi-structured interviews. The results indicate that a decentralised power structure and a culture open to change facilitate the use of various mechanisms. The obstacles faced by the organisation include enabling a collaborative flow and applying this new mind-set among management and all potential co-creators within the company.