Damian Gallagher

A Journey into the Unknown; Taking the Fear Out of Structural Equation Modelling with AMOS for the First-Time User’

This paper is intended to act as a point of reference for early career researchers in Marketing (or first time users), by providing a consensus of the wide range of views and opinions on the topic, whilst highlighting and giving practical insights into the journey that the authors experienced when first using Structural Equation Modeling (SEM) with Analysis of MOment Structures (AMOS). It explains the basic principles involved and takes the reader from the initial processes of Model Building and Data Screening, through to the testing, assessment and modification of Measurement Models (CFA) and the final assessment of the Structural Model itself, in the hope that it will guide them away from the pitfalls and dangers of its misuse and misinterpretation and ensure success in their research projects.

The strategic marketing of small sports clubs: from fundraising to social entrepreneurship

This paper investigates how small sports clubs (SSCs), the foundations for sporting excellence and significant contributors to the social capital of society in the face of continued financial difficulties, can maximise their fundraising activities. A conceptual framework for investigating the traditional fundraising planning process in the unique context of SSCs is developed and a qualitative methodology is utilised via 19 in-depth interviews in Northern Ireland and Germany to test this model. The findings of this study question the applicability of generic fundraising planning processes for SSCs and emphasise the previously under-realised central role that individual personal competencies play and argue for the application and practice of social entrepreneurship in order to ensure the long-term survival of SSCs. This study makes a contribution to the developing literature on sports marketing and to the important issue of strategic fundraising in the context of SSCs. It highlights the informal, ad-hoc nature of fundraising in many SSCs and provides some direction for how they could become more professional in how they fund their activities and plan for the future development of the clubs.

Is Social Entrepreneurship an Untapped Marketing Resource? A Commentary on its Potential for Small Sports Clubs

Abstract Over the years, there have been many discussions about the meaning of the term entrepreneur andhow we encapsulate entrepreneurial behaviour. Recent attempts to extend this thinking to the concept of socialentrepreneurship have undoubtedly added to this discussion. This commentary considers the value of sociallymotivated entrepreneurs to the not-for-profit sector and is based on the premise that social entrepreneurshipfocuses on bringing innovative solutions to socially related problems. The discussion will use the example ofSmall Sports Clubs to illustrate the key issues.

Long-term brand development versus short-term business targets: the impact of price promotions on branded food products

Although the importance of taking a long-term perspective in the development of brands is well recognised, short-term price promotion is increasingly used for manufacturer-branded products within the food industry. There has been limited discussion in the literature regarding the long-term consequences and value of price promotion for food brands and food manufacturers. This paper presents the findings from a study of one of Europes largest food brand manufacturers in the convenience food sector. The research was carried out in two stages. Stage 1 investigated the level and use of price promotions of a leading product brand over a 10-year period from 2000 to 2009. Stage 2 involved in-depth interviews with the key managers involved in the development, marketing and branding of this food brand to ascertain their perceptions and opinions in relation to the findings from Stage 1. The findings illustrate that over half of the sales growth in the period under study came from additional price-promotional activity. Prior to the study the managers appeared to be unaware of the overall impact on the core rate of sale during the 10-year period. Key implications in relation to balancing long-term brand objectives and short-term organisational objectives are discussed.

Networking as an Entrepreneurial Aid to Export Marketing

In many peripheral regional economies, the decline in indigenous industries has shifted the focus of attention onto SMEs. With a small firm base and a small local market, an economic priority in a regional economy is to instigate growth. In this context exporting is an essential growth strategy for SMEs. Therefore, the focus of this study was to understand what stimulates SME entrepreneurs to initiate export marketing, examine the difficulties and problems they encounter and ascertain what marketing activities can be used to overcome these and ensure their success in export marketing. In pursuing these issues, the findings illustrate the value of networking as an aid for entrepreneurial exporting activities. The overall conclusion of this study was that SME entrepreneurs were moving rapidly from initial stimulation to their current export positions, encountering a variety of difficulties and problems. In order to overcome these problems SME entrepreneurs used networking extensively and responded to opportunities by benefiting from their inherent flexibility and developing marketing activities to suit specific export markets.

An exploratory examination of the strategic direction of the Gaelic Athletic Association via theapplication of sports marketing segmentation bases

Purpose – The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayr and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity. Design/methodology/approach – An exploratory methodology is operationalised in this study using qualitative data obtained from 27 participants possessing relevant knowledge and experience of Gaelic football via a range in-depth interviews and focus groups. Findings – This study identifies those existing segmentation bases that are both applicable and non-applicable, to the indigenous amateur game of Gaelic football in Ireland, whilst additionally identifying and developing an understanding of new segmenta...