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Les grandes firmes industrielles du sport

Author

Listed:
  • Liliane Bensahel

    (CREPPEM - Centre de Recherche Économique sur les Politiques Publiques dans une Économie de Marché - UPMF - Université Pierre Mendès France - Grenoble 2)

  • Jacques Fontanel

    (CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble)

Abstract

The sporting goods market is global, dominated by three large multinational companies, but also segmented and specialized. It is a competitive market, with the constant threat of new entrants, the importance of economies of scale, product differentiation and distribution channels. These firms have to contend with the manufacture of substitute products and the power of consumers and suppliers. A fine marketing strategy is necessary, based on the image of a sportsman, sponsorships, promotions and specializations. It is a market of the future with high added value.

Suggested Citation

  • Liliane Bensahel & Jacques Fontanel, 2000. "Les grandes firmes industrielles du sport," Post-Print hal-02885325, HAL.
    • Handle: RePEc:hal:journl:hal-02885325
    as

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