Dimitrios Kolyperas

Corporate social responsibility (CSR) communications in the G-25 football clubs

A key recent theme in the academic literature focuses on the increasing role of corporate social responsibility in the professional sport industry. This study is located within this body of work and examines how CSR communications occur in the professional football industry. This paper answers three key research questions: What kind of CSR-related issues do football clubs address with stakeholders? How do football clubs communicate their CSR efforts, if they do so? What strategies are followed and how do these differ across clubs and national spaces? The paper reviews important aspects of CSR communication across different clubs and football markets, using the G-25 professional football clubs in the world. It proposes a continuum model which adopts an international perspective and sheds light on how CSR communication strategies vary and evolve across different clubs and football cultures.

Developing CSR in professional football clubs: drivers and phases

Purpose – The purpose of this paper is to advance the understanding of how corporate social responsibility (CSR) develops within professional football clubs, along with its organizational implications, phases, drivers and barriers for corporate governance, given that professional football organizations have become particularly strong socio-political business institutions, often home to numerous social and business relationships. Additionally it aims to consider CSR development generally drawing specifically on examples from Scottish professional football while answering two key research questions: what kind of drivers do clubs identify as reasons to develop CSR? and Can developmental phases be identified during this process? Design/methodology/approach – The paper builds on a qualitative case study methodology that draws on primary and secondary data collected across 12 Scottish Premier League (SPL) football clubs. Three stages of data collection were set out including interviews, Web content analysis and...

Exploring value co-creation in Fan Fests: the role of fans

Abstract Fan Fests have recently provided various opportunities for host cities, organizers, sponsors and fans, manifesting a modern intersected third place service setting (other than a stadium) where varied stakeholders can co-create value and sport experience and consumption can take different forms and shapes. Yet, although Fan Fests are becoming integral parts of mega-events, research has fallen short of capturing the unique nature of such value co-creation ecosystem, and the role of fans in such value co-creation environment. This paper takes up this challenge and explores the still evolving nature of the Fan Fest, using a primarily consumer and participant focused approach in order to explore the experiences of a Fan Fest and address questions of event construction, participation, organization and consumption. Drawing on SDL and Consumer Culture Theory perspectives we situate the role of fans in value co-creation in Fan Fests and provide implications for management and future research.

Sport fans' roles in value co-creation (Forthcoming/Available Online)

ABSTRACT Research question: The sports industry has witnessed sustained growth. The cultural, symbolic and stakeholder-embedded nature of sport provides a dynamic setting for developing service research. In this context, an evolution in the logic of value creation can be observed; fans are no longer passive receivers of value but, instead, can be active value co-creators. The sport fan exhibits distinctive characteristics and an ability and willingness to integrate resources and co-produce value propositions, which necessitates an understanding of fan value co-creation. We answer one key research question: what is the role of fans in value co-creation in sports? We do so by conceptually exploring the processes through which sport fans co-create and provide value propositions. Research methods: We use case exemplars to provide a base for the theoretical consideration of the role of sport fans in value co-creation. We verify and consolidate the service-dominant logic (SDL) in the sport context. However, due to the high level of abstraction of the SDL as a general theory, we utilize consumer culture theory (CCT) as a middle range theory (MRT) to bridge the gap between contextual descriptions of the role of fans and the SDL. Results and findings: Fans evaluate, redefine and reposition value propositions in different sport settings. The three roles of assimilators, adaptors and authenticators in value co-creation are identified through five case exemplars. We extend the theoretical understanding of the processes through which sport fans co-create value. Implications: Knowledge of the distinctive characteristics of sport fans and their roles in value co-creation will assist managers in developing effective marketing propositions. Our theoretical contribution will generate new lines of research in the field.

Understanding strategic decision-making through a multi-paradigm perspective

Purpose The purpose of this paper is to illustrate the efficacy of using a multi-paradigm perspective to examine the relationship between corporate social responsibility (CSR) and strategic decision-making processes in the context of charitable foundations. Design/methodology/approach This paper integrates and synthesizes the micro-social processes of “assessable transcendence” (Anagnostopoulos et al., 2014) with Whittington’s (2001) perspectives on strategy. “Assessable transcendence” was achieved from the constant comparison of categories developed through an early iterative process in which data collection and analysis occurred during the same period. In all, 32 interviews were conducted among a sample of key managers in the charitable foundations for the first two divisions of English football. Findings The present study illustrates empirically that strategic decision making in charitable foundations does not “seat” neatly in any one of Whittington’s perspectives. On the contrary, this study indicates a great deal of overlap within these perspectives, and suggests that conflicting paradigms should be celebrated rather than viewed as signs of theoretical immaturity. Multi-paradigm approaches can potentially reveal insights into the “mechanics” of managerial decision making that are not easily discernible from a mono-paradigmatic perspective. Originality/value This is the first empirical work that examines CSR in relation to strategy within the context of the English football clubs’ charitable foundations, and does so by employing a multi-paradigm perspective on strategy formulation and implementation.

Understanding strategic decision-making through a multi-paradigm perspective: The case of charitable foundations in English football

Purpose The purpose of this paper is to illustrate the efficacy of using a multi-paradigm perspective to examine the relationship between corporate social responsibility (CSR) and strategic decision-making processes in the context of charitable foundations. Design/methodology/approach This paper integrates and synthesizes the micro-social processes of “assessable transcendence” (Anagnostopoulos et al., 2014) with Whittington’s (2001) perspectives on strategy. “Assessable transcendence” was achieved from the constant comparison of categories developed through an early iterative process in which data collection and analysis occurred during the same period. In all, 32 interviews were conducted among a sample of key managers in the charitable foundations for the first two divisions of English football. Findings The present study illustrates empirically that strategic decision making in charitable foundations does not “seat” neatly in any one of Whittington’s perspectives. On the contrary, this study indicates a great deal of overlap within these perspectives, and suggests that conflicting paradigms should be celebrated rather than viewed as signs of theoretical immaturity. Multi-paradigm approaches can potentially reveal insights into the “mechanics” of managerial decision making that are not easily discernible from a mono-paradigmatic perspective. Originality/value This is the first empirical work that examines CSR in relation to strategy within the context of the English football clubs’ charitable foundations, and does so by employing a multi-paradigm perspective on strategy formulation and implementation.

Sport fandom and parenthood

ABSTRACT Research question: Sport fandom is acknowledged as offering consumers the opportunity to differentially engage as well as co-create value through network interaction, enhancing social well-being and social integration. However, recent research indicates that sport fandom escalates or de-escalates over time with calls to examine the intersection of parenting and sport fandom. This research focuses on mothers and fathers and examines how their sport fandom intensifies or declines as a consequence of having and raising children. This research will add to our understanding of fandom by identifying when and under what circumstances sport fandom is a bonding or detaching experience for parents and the role it plays in socialization and consumer behavior. Research methods: The study adopts a multi-method interpretive qualitative approach, using in-depth interviews and an online discussion forum. The sampling frame consists of a total of 35 parents using two stages of research (Stage 1 n = 15, Stage 2 n = 20). Participants are at varying stages of parenthood with single and mixed gender families. Results and findings: The study develops a typology of (de)escalating sport fandom during parenthood and differentiates between fandom as pertaining to an individual or social identity. Data also reveal varying dichotomies, such as excess and moderation, risk and reward, individual and shared behaviors (including customer-to-customer interaction) as well as perceptions of allegiance and disloyalty. Implications: Knowledge of parenting and sport fandom will assist managers in developing effective loyalty schemes and marketing packages and will offer an understanding of the temporal effect of having children on fandom.

Professional football clubs retail branding strategies

Purpose While some football clubs are recognised as popular brands, little is known about the way they leverage their brand in their merchandise retailing. To address this gap the purpose of this paper is to investigate retail branding strategies used by professional football clubs through brand equity and supply chain management. In particular, it analyses the type of product merchandised, the reasons for selling certain products and the ways through which football clubs merchandise, including their partners in distribution channels. Design/methodology/approach A qualitative approach was undertaken involving content analysis of 22 Scottish professional football clubs’ websites and annual reports, and semi-structured interviews with seven football clubs retail managers and four supply chain partners. Transcribed data were coded and thematically organised through an inductive process using the qualitative data analysis software NVivo 10. Findings Three types of merchandise have been identified: basic, fashion and short season. Building brand equity is considered the main motive for retailing merchandise. Some football clubs use intermediaries or outsourcers to respond to sudden consumer demands and to ensure high levels of service, whereas others have an integrated supply chain which allows for greater control. Research limitations/implications This paper contributes to the discussion on the role of retailing in football club brand equity. It suggests initiating intermediaries in the distribution channels to build brand equity thus enabling clubs to become more responsive to consumer demand. Originality/value This is the first paper to look at retail branding strategies of professional football clubs.

Understanding strategic decision-making through a multi-paradigm perspective: The case of charitable foundations in English football (Forthcoming/Available Online)

Purpose The purpose of this paper is to illustrate the efficacy of using a multi-paradigm perspective to examine the relationship between corporate social responsibility (CSR) and strategic decision-making processes in the context of charitable foundations. Design/methodology/approach This paper integrates and synthesizes the micro-social processes of “assessable transcendence” (Anagnostopoulos et al., 2014) with Whittington’s (2001) perspectives on strategy. “Assessable transcendence” was achieved from the constant comparison of categories developed through an early iterative process in which data collection and analysis occurred during the same period. In all, 32 interviews were conducted among a sample of key managers in the charitable foundations for the first two divisions of English football. Findings The present study illustrates empirically that strategic decision making in charitable foundations does not “seat” neatly in any one of Whittington’s perspectives. On the contrary, this study indicates a great deal of overlap within these perspectives, and suggests that conflicting paradigms should be celebrated rather than viewed as signs of theoretical immaturity. Multi-paradigm approaches can potentially reveal insights into the “mechanics” of managerial decision making that are not easily discernible from a mono-paradigmatic perspective. Originality/value This is the first empirical work that examines CSR in relation to strategy within the context of the English football clubs’ charitable foundations, and does so by employing a multi-paradigm perspective on strategy formulation and implementation.