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Die "Marke" Olympia und die besondere Bedeutung von Vertrauenskriterien: Eine Geschichte von Markt, Macht und Moral

Author

Listed:
  • Emrich, Eike
  • Pierdzioch, Christian
  • Pitsch, Werner

Abstract

Marken sind komplexe Versprechen. Der Konsum olympischen Sports (z. B. durch Zuschauer) ist sozial eingebettet und vertrauensabhängig. Reputation des IOC und Regeltreue (z. B. Dopingfrei-heit) olympischer Athleten sind wichtige Nachfragefaktoren. Proteste in der Schweiz, in Bayern und aktuell in Brasilien gegen die Ausrichtung olympischer Spiele, Daten aus olympischen Zuschauer-befragungen sowie zur Bedeutung des olympischen Medaillenspiegels liefern empirische Evidenz, wonach Fairness und ethische Bindung als in Teilen preis- und einkommensunabhängiges ethisches Argument Eingang in die Nachfragefunktion der Konsumenten finden. Zwecks Lösung des Ziel-konflikts zwischen Produktionsfunktion (sportliche Höchstleistungen, Einkommen) und Legitimati-onsfunktion (fairer, sauberer olympischer Sport) entkoppelt das IOC nicht nur kommunikativ Reden und Handeln, sondern tätigt als Nutzen maximierender Akteur auch Investitionen in den Anschein von Regeltreue und mediale Beeinflussung. Die Zusammenhänge werden in einem formalen Modell des IOC als Nutzen maximierender Akteur abgebildet.

Suggested Citation

  • Emrich, Eike & Pierdzioch, Christian & Pitsch, Werner, 2014. "Die "Marke" Olympia und die besondere Bedeutung von Vertrauenskriterien: Eine Geschichte von Markt, Macht und Moral," Working Papers of the European Institute for Socioeconomics 11, European Institute for Socioeconomics (EIS), Saarbrücken.
    • Handle: RePEc:zbw:eiswps:11
    DOI: 10.22028/D291-23447
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    Citations

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    Cited by:

    1. Richau Lukas & Emrich Eike & Follert Florian, 2019. "Quid Pro Quo! Organization Theoretical Remarks about FIFA’s Legitimacy Under Blatter and Infantino," The Economists' Voice, De Gruyter, vol. 16(1), pages 1-9, December.
    2. Herrmann, Konstantin & Emrich, Eike & Frenger, Monika & Rasche, Christoph, 2018. "First step developing a early-warning system against corruption for sports associations," Working Papers of the European Institute for Socioeconomics 24, European Institute for Socioeconomics (EIS), Saarbrücken.
    3. Haut, Jan, 2016. "International prestige through sporting success? Searching empirical evidence," Working Papers of the European Institute for Socioeconomics 17, European Institute for Socioeconomics (EIS), Saarbrücken.

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