Research to indicators to build a typology of virtual communities in organized sports.
According to the resource dependence theory, organisations draw upon interorganisational relationships to address the need for additional resources. The purpose of this study was to analyse whether sport clubs with serious resource problems regarding members, human resources (volunteers and coaches), infrastructure resources (sport facilities), or financial resources would be more likely to have a relationship with another non-profit sport club, a school, or a commercial sport provider. As previous research on interorganisational relationships has been mainly based on qualitative approaches, this study used quantitative data from sport club surveys in two Western European countries, Germany and Belgium (Flanders). The results of the correlation analyses showed that sport clubs in both countries experiencing serious problems regarding the availability of sport facilities were significantly more likely to have relationships with a school or a commercial sport provider. The study provided quantitative evidence that serious resource problems are correlated with interorganisational relationships.
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In the current market, the focus is more and more on building long-term relationships with clients in which value is created, communicated and delivered. This also means developing a new customer relationship focus that goes beyond the consumer orientation that has thus far dominated the practice of marketing. In a user-driven approach, the basis is no longer the product range, the world of the manufacturer or supplier, but rather the experience of the user. This has implications not only for manufacturers and service providers, but also for marketeers and market researchers. We feel that the most commonly used methods and techniques do not answer to the new demands of the market. We have therefore adapted emerging generative user research methods from the field of design as a basis for a truly user-driven market approach. As part of the Fitness in Motion project -a programme aimed at helping the health club industry develop a stronger customer orientation- we applied Contextmapping, a generative technique that has already proved its worth in the world of industrial product development and interaction design.
