Frédéric Prévot

Managing E-Reputation and Key Stakeholders in the Context of Sport Expressive Organizations

Abstract Using a mix of quantitative and qualitative data collected in a professional sports organization from two key stakeholder groups, namely fans and owner/managers, this article investigates the perceived importance and management principles of reputation and e-reputation. It provides a better understanding of the challenges of managing e-reputation in highly expressive contexts (sports organizations) and proposes a model of e-reputation management in this specific context.

Building Reputation in China: A Case Study from the Sports Industry

In this article, we propose to study the case of the management of reputation when a sports company aims to penetrate the Chinese market. The sporting sector is an environment that suffers from strong instability as it is reliant upon sporting results. We intend to understand how sports organizations can exploit resources linked to reputation in order to develop a sustainable strategy in the Chinese market. On the basis of the case study of the Olympique Lyonnais Football Club, the leading football club in France, we propose a matrix that we use to analyze the mobilization of resources for the development of reputation in China.