Market-Orientation Principles in Football Clubs: brand, profits and fans

Detalhes bibliográficos
Autor(a) principal: Silva, Edson Coutinho da
Data de Publicação: 2018
Outros Autores: Las Casas, Alexandre Luzzi
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ciências da Administração
Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018V20n52p155
Resumo: This theoretical paper aims to depict, position and discuss the market and customer-orientation concepts in the Brazilian sports clubs in order to increase revenues and profits. In effect, the market and customer-orientation improve the professional management in a club, the responsible governance principles to stakeholders – including partners and sponsors –, the client-fan perspective and, also, provide revenues and profits to a sports club. However, reports provided by consulting have been shown that market-orientation and professional management are more in theory than in practises. While Brazilian football clubs squeeze have debts, European clubs have revenue and profits through marketing and client-fan focus.
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spelling Market-Orientation Principles in Football Clubs: brand, profits and fansPrincípios de Orientação ao Mercado em Clubes de Futebol: Marca, Receitas e TorcedoresThis theoretical paper aims to depict, position and discuss the market and customer-orientation concepts in the Brazilian sports clubs in order to increase revenues and profits. In effect, the market and customer-orientation improve the professional management in a club, the responsible governance principles to stakeholders – including partners and sponsors –, the client-fan perspective and, also, provide revenues and profits to a sports club. However, reports provided by consulting have been shown that market-orientation and professional management are more in theory than in practises. While Brazilian football clubs squeeze have debts, European clubs have revenue and profits through marketing and client-fan focus.Este ensaio tem o propósito de apresentar, situar e discutir os conceitos de orientação ao mercado e ao consumidor na ótica dos clubes de futebol brasileiro com o propósito de criar e elevar fontes de receitas. Com efeito, a orientação ao mercado e ao torcedor reforça a gestão profissional do clube, os princípios de governança responsável aos stakeholders (parceiros e patrocinadores) o foco no torcedor-cliente (ou consumidor) e, também, assegura diversas fontes de receitas ao clube. Entretanto, relatórios de consultorias vêm demonstrando que a orientação ao mercado e a gestão profissional estão presentes mais nos discursos do que nas práticas. Enquanto os clubes de futebol brasileiro amargam dívidas, os clubes europeus ostentam receitas, por meio do marketing e foco no torcedor. Universidade Federal de Santa Catarina2018-12-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018V20n52p15510.5007/2175-8077.2018V20n52p155Revista de Ciências da Administração; V.20 N.52 Dezembro de 2018; 155-1682175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018V20n52p155/pdfCopyright (c) 2019 Revista de Ciências da Administraçãoinfo:eu-repo/semantics/openAccessSilva, Edson Coutinho daLas Casas, Alexandre Luzzi2020-08-07T10:27:08Zoai:periodicos.ufsc.br:article/59299Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2020-08-07T10:27:08Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Market-Orientation Principles in Football Clubs: brand, profits and fans
Princípios de Orientação ao Mercado em Clubes de Futebol: Marca, Receitas e Torcedores
title Market-Orientation Principles in Football Clubs: brand, profits and fans
spellingShingle Market-Orientation Principles in Football Clubs: brand, profits and fans
Silva, Edson Coutinho da
title_short Market-Orientation Principles in Football Clubs: brand, profits and fans
title_full Market-Orientation Principles in Football Clubs: brand, profits and fans
title_fullStr Market-Orientation Principles in Football Clubs: brand, profits and fans
title_full_unstemmed Market-Orientation Principles in Football Clubs: brand, profits and fans
title_sort Market-Orientation Principles in Football Clubs: brand, profits and fans
author Silva, Edson Coutinho da
author_facet Silva, Edson Coutinho da
Las Casas, Alexandre Luzzi
author_role author
author2 Las Casas, Alexandre Luzzi
author2_role author
dc.contributor.author.fl_str_mv Silva, Edson Coutinho da
Las Casas, Alexandre Luzzi
description This theoretical paper aims to depict, position and discuss the market and customer-orientation concepts in the Brazilian sports clubs in order to increase revenues and profits. In effect, the market and customer-orientation improve the professional management in a club, the responsible governance principles to stakeholders – including partners and sponsors –, the client-fan perspective and, also, provide revenues and profits to a sports club. However, reports provided by consulting have been shown that market-orientation and professional management are more in theory than in practises. While Brazilian football clubs squeeze have debts, European clubs have revenue and profits through marketing and client-fan focus.
publishDate 2018
dc.date.none.fl_str_mv 2018-12-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018V20n52p155
10.5007/2175-8077.2018V20n52p155
url https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018V20n52p155
identifier_str_mv 10.5007/2175-8077.2018V20n52p155
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2018V20n52p155/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2019 Revista de Ciências da Administração
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Revista de Ciências da Administração
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina
publisher.none.fl_str_mv Universidade Federal de Santa Catarina
dc.source.none.fl_str_mv Revista de Ciências da Administração; V.20 N.52 Dezembro de 2018; 155-168
2175-8077
1516-3865
reponame:Revista de Ciências da Administração
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Revista de Ciências da Administração
collection Revista de Ciências da Administração
repository.name.fl_str_mv Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br
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