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SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport

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  • Lee, Seungbum
  • Walsh, Patrick

Abstract

Given the importance and prevalence of commercialization in intercollegiate sport, outsourcing sport marketing functions has become a popular business decision with the possibility of becoming more popular in the future. Yet, there is a lack of research about outsourcing in sport marketing with respect to decision making factors when determining whether or not to outsource some aspects of an organization's marketing functions. Thus, the purpose of this case study is to examine sport marketing outsourcing decision-making factors using a SWOT and AHP combined model. These results indicate that decision makers at this institution consider strengths, or potential positive outcomes, more importantly than weaknesses, opportunities, and threats. Specifically, financial return is the most important decision making factor for decision makers whereas cost minimization is not as important.

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  • Lee, Seungbum & Walsh, Patrick, 2011. "SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport," Sport Management Review, Elsevier, vol. 14(4), pages 361-369.
    • Handle: RePEc:eee:spomar:v:14:y:2011:i:4:p:361-369
    DOI: 10.1016/j.smr.2010.12.003
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    References listed on IDEAS

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    1. Zelin Liu & Xiyan Duan & Hongling Cheng & Zhaoran Liu & Ping Li & Yang Zhang, 2023. "Empowering High-Quality Development of the Chinese Sports Education Market in Light of the “Double Reduction” Policy: A Hybrid SWOT-AHP Analysis," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    2. Jitendar Kumar Khatri & Bhimaraya Metri, 2016. "SWOT-AHP Approach for Sustainable Manufacturing Strategy Selection: A Case of Indian SME," Global Business Review, International Management Institute, vol. 17(5), pages 1211-1226, October.
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    4. Hanming Li & Xingquan Chen & Yiwei Fang, 2021. "The Development Strategy of Home-Based Exercise in China Based on the SWOT-AHP Model," IJERPH, MDPI, vol. 18(3), pages 1-12, January.
    5. Sangmin Lee & Donghan Kim & Sunwoo Park & Wonseok Lee, 2021. "A Study on the Strategic Decision Making Used in the Revitalization of Fishing Village Tourism: Using A’WOT Analysis," Sustainability, MDPI, vol. 13(13), pages 1-12, July.
    6. Khatir, Mohammad Valipour & Akbarzadeh, Zeinolabedin, 2019. "Elucidation of structural relationships of SWOT: A mixed method approach based on FMADM for formulating science and technology strategies," Technology in Society, Elsevier, vol. 56(C), pages 44-56.
    7. Esfandi, Sara & Fatahi, Ahmad, 2016. "Review and Prioritization of Various Advertisement Methods by Meat Products Matrix Analytic Hierarchy Method (AHP): A Case Study of Sausages Products," International Journal of Agricultural Management and Development (IJAMAD), Iranian Association of Agricultural Economics, vol. 6(1), March.
    8. Zikang Hao & Mengmeng Zhang & Kerui Liu & Xiaodan Zhang & Haoran Jia & Ping Chen, 2022. "Where Is the Way Forward for New Media Empowering Public Health? Development Strategy Options Based on SWOT-AHP Model," IJERPH, MDPI, vol. 19(19), pages 1-19, October.
    9. Chandra Sekhar & Manoj Patwardhan & Rohit Kumar Singh, 2016. "Prioritising the dimensions of employee motivation using analytic hierarchy process," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 8(1), pages 49-66.
    10. Mohammad Kazem Ghorbani & Hossein Hamidifar & Charalampos Skoulikaris & Michael Nones, 2022. "Concept-Based Integration of Project Management and Strategic Management of Rubber Dam Projects Using the SWOT–AHP Method," Sustainability, MDPI, vol. 14(5), pages 1-20, February.
    11. Saud Alshehri & Yacine Rezgui & Haijiang Li, 2015. "Disaster community resilience assessment method: a consensus-based Delphi and AHP approach," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 78(1), pages 395-416, August.

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