Abstract:
The impact of economic recessions on business strategy and marketing
has recently received increased research attention. However, these
contributions are limited, especially with respect to sports marketing
businesses and those operating in emerging markets. The main aim of
this study was to examine the impact of the global recession on the business
models of sports marketing businesses. Qualitative data were collected
via semi-structured interviews with executives at market-leading
sports marketing businesses in South Africa. Grounded theory data
analysis was conducted to understand the common patterns within the
data. The results of the research point to four significant business model
shifts, influencing the customer value proposition, agency relationships,
revenue models and staffing approaches of sports marketing
firms. Theoretical and practical implications are discussed including
the suggestion to revisit the business model upon which sports marketing
businesses compete in a post-crisis world.
