Entrepreneurship in the Society of Spectacle: Soccer Management in a Globalized World

1
Ademir Antonio Ferreira
Ademir Antonio Ferreira
2
Renato Berton dos Santos
Renato Berton dos Santos
3
Roberto Bazanini
Roberto Bazanini
1 Universidade Paulista - Universidade de SAo Paulo
3 Universidade Paulista - UNIP

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The arising of business globalization in recent decades changed the market of symbolic goods, in the soccer field, in a billionaire and complex business. These factors led to radical changes in the form of consumption of this sport, which generated a great increase in revenues to the teams, grounded in marketing models of major European leagues. Through descriptive research, ex-post-factum, using the technique of in-depth interviews with managers and project participants for subsequent content analysis, this research sought to identify the strategies employed to value the Corinthians brand (soccer team from São Paulo, Brazil)in a perspective of business strategy. The survey results, point out the importance of entrepreneurial vision to explore the valuable, rare, inimitable and irreplaceable resources present in VRIO model, as stated by the Resources Business View (RBV) theory, to achieve differentiated positioning. Limitations of the research are in proper character of the phenomenological method that favors the rescue of “original speech” of the project participants as it was done in this case. So it is not recommended one could make generalizations of the results presented, although it represents a significant and real context of soccer business in Brazil.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

Ademir Antonio Ferreira. 2014. \u201cEntrepreneurship in the Society of Spectacle: Soccer Management in a Globalized World\u201d. Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 14 (GJMBR Volume 14 Issue A9): .

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GJMBR Volume 14 Issue A9
Pg. 57- 67
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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November 26, 2014

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English

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The arising of business globalization in recent decades changed the market of symbolic goods, in the soccer field, in a billionaire and complex business. These factors led to radical changes in the form of consumption of this sport, which generated a great increase in revenues to the teams, grounded in marketing models of major European leagues. Through descriptive research, ex-post-factum, using the technique of in-depth interviews with managers and project participants for subsequent content analysis, this research sought to identify the strategies employed to value the Corinthians brand (soccer team from São Paulo, Brazil)in a perspective of business strategy. The survey results, point out the importance of entrepreneurial vision to explore the valuable, rare, inimitable and irreplaceable resources present in VRIO model, as stated by the Resources Business View (RBV) theory, to achieve differentiated positioning. Limitations of the research are in proper character of the phenomenological method that favors the rescue of “original speech” of the project participants as it was done in this case. So it is not recommended one could make generalizations of the results presented, although it represents a significant and real context of soccer business in Brazil.

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Entrepreneurship in the Society of Spectacle: Soccer Management in a Globalized World

Renato Berton dos Santos
Renato Berton dos Santos
Roberto Bazanini
Roberto Bazanini Universidade Paulista - UNIP
Ademir Antonio Ferreira
Ademir Antonio Ferreira Universidade Paulista - Universidade de SAo Paulo

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