An Insight into Strategy and Strategic Development Proposals for a Finnish Professional Football Club
Kokkonen, Sami (2023)
Kokkonen, Sami
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060521639
https://urn.fi/URN:NBN:fi:amk-2023060521639
Tiivistelmä
The synergy between on-field (sport) and off-field (business) performances in the football context has remained a relatively continuous theme for various publications in academic studies and sports media. Also, this theme has been researched in the Finnish football context, although there is limited understanding of the role of on-field and off-field performances regarding a professional football club’s strategy. Therefore, the thesis aims to provide continuum to the past research by presenting an in-depth insight into a Finnish professional football club’s strategy. Furthermore, the study examines the role of strategic partnerships and intents to produce development proposals as a commission-based assignment.
The study used a mixed-methods approach of qualitative and quantitative research design to investigate a Finnish professional football club’s strategy in the form of a case study. Implementation included data collection from primary and secondary sources. Primary sources included interviews conducted by the author with case company representatives. Secondary sources include publicly available data such as statistics, financial statements, news articles, and a podcast. The analysis of outcomes based on the collected data across multiple data sources were reflected upon theoretical framework to produce comprehensive interpretations about the case company’s strategy and strategic partnerships.
The results highlighted three main findings and included discussion of the results, as well as their implications for practice. Firstly, an indication of a sports dominant strategic approach with resemblances to benefactor model. Secondly, squad market value and on-field performance (winning percentage) were found to be significantly correlated through a statistical measurement. Finally, the study produced development opportunities for the case company in the form of ‘continues and considers’.
The study used a mixed-methods approach of qualitative and quantitative research design to investigate a Finnish professional football club’s strategy in the form of a case study. Implementation included data collection from primary and secondary sources. Primary sources included interviews conducted by the author with case company representatives. Secondary sources include publicly available data such as statistics, financial statements, news articles, and a podcast. The analysis of outcomes based on the collected data across multiple data sources were reflected upon theoretical framework to produce comprehensive interpretations about the case company’s strategy and strategic partnerships.
The results highlighted three main findings and included discussion of the results, as well as their implications for practice. Firstly, an indication of a sports dominant strategic approach with resemblances to benefactor model. Secondly, squad market value and on-field performance (winning percentage) were found to be significantly correlated through a statistical measurement. Finally, the study produced development opportunities for the case company in the form of ‘continues and considers’.