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Brand Platform in the Professional Sport Industry: Sustaining Growth through Innovation by Jingxuan Zheng at Abbey's Bookshop,
Brand Platform in the Professional Sport Industry: Sustaining Growth through Innovation
— —
Jingxuan Zheng Daniel S. Mason

Brand Platform in the Professional Sport Industry

Sustaining Growth through Innovation

Jingxuan Zheng,  Daniel S. Mason

$125.95   $100.79

Hardback

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English
Springer International Publishing AG
05 June 2018
Business innovation; Research & development management; Sales & marketing; Sport & leisure industries
This book examines how the emergence of new media brings brought challenges to the North American sport industry, discussing challenges in terms of a shift from an information economy to an attention economy perspective. Historically, the arrival of new forms of media, including radio and television, were not universally supported by sports leagues, wary of existing industry relationships with stakeholders, and new media have made the multi-sided market model of professional sports leagues – which has focused on protection and exploitation of league content – inefficient, and calls for a new model to integrate new media into the market. By integrating platform theory with the Service Dominant Logic (SDL) of marketing we describe how the multi-sided market of professional sports is evolving into a platform ecosystem, and the role of its most important customers – the fans – will also evolve from end users, to value co-creators, complementors and innovators. 

This book will create a new way of understanding the evolution of professional sports leagues and future growth of the industry, and lay the foundation for new research within the academic realm of sport management and sports marketing.
By:   ,
Imprint:   Springer International Publishing AG
Country of Publication:   Switzerland
Edition:   2018 ed.
Dimensions:   Height: 210mm,  Width: 148mm, 
Weight:   1.575kg
ISBN:   9783319903521
ISBN 10:   3319903527
Pages:   104
Publication Date:  
Audience:   Professional and scholarly ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active

Jingxuan Zheng is a PhD student in the Faculty of Kinesiology, Sport, and Recreation at the University of Alberta. His research interests focus on the interrelationships between and among professional sports entities, the media, and other stakeholders. Daniel S. Mason is a professor in the Faculty of  Kinesiology, Sport, and Recreation at the University of Alberta. His research examines sports leagues and their stakeholders, including franchises, cities, and the media. 

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