Red Bull gaining momentum in european club football : the competitive advantage of Rasen Ballsport Leipzig e.V.

• Autor(a) principal: Penke, Lars Rouven
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/31151
• topic: Competitive advantage; Value proposition; Competitiveness; Marketing; Brand recall; Vantagem competitiva; Proposta de valor; Competitividade; Rechamada da marca; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Porter has majorly shaped the recent literature about competitiveness with his concept of competitive advantage. In combination with his idea of a unique value proposition, he has driven companies how to position themselves in the highly dynamic environment, fostered through globalization and digitization. In order to position their products efficiently, many companies use sports sponsoring as a marketing measure. A teaching case, that aims at educating undergraduate and post-graduate students about the concept of competitive advantage, value proposition and sports sponsoring has been developed. For this, Red Bull’s international football conglomerate, with its top club Rasen Ballsport Leipzig e.V. was taken as an example. The German football market has high market entry barriers for financial investors, however Red Bull found ways to establish a 100% equity owned club in Europe’s third strongest league. With a remarkable transfer strategy, only signing players between 17-23, with a salary cap of €3m/a and strong characteristics such a discipline and humbleness, the club moved up from Germany’s fifth league to the first in just seven years and reached the UEFA Champions League in two out of three seasons in the first league. The international competitiveness pays off twofold for Red Bull, as through displays in international broadcasting, brand awareness for the energy drink increases too, aside the increased market value of the club’s young talents.