The increasing commercialisation of the sports sector and changing consumer demands are some of the issues that create challenges for non-profit sports in contemporary society. It is important for managers and marketers of these organisations to innovate because innovation is a way to grow within a competitive environment and to meet customers' expectations. The present study aims to develop an explorative typology of sports federations based on their attitudes and perceptions of determinants of innovation and their innovation capacity. A cluster analysis suggested three clusters with different responses towards service innovation: traditional sports federations, financially secure sports federations and competitive sports federations. Sports federations perceiving competition in terms of financial and human resources, favouring change and paid staff involvement in decision-making processes, and with negative economic perceptions are significantly more innovative. These findings have implications for the management and marketing of non-profit sports organisations.
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Little is known about innovation in the non-profit sport sector. The current research addresses this gap by questioning whether and to what extent sport federations innovate. It aims to identify types of innovation implemented by sport federations and their attitude and preferences towards innovation. An online questionnaire was administered to a sample of key representatives (i.e. Chair, Secretary General or Directors) of regional sport federations in Belgium (n = 101; 70% response rate). Directed content analysis of the service innovations described by respondents reveals ten different types of sport and non-sport service innovations. Results suggest that membership size and categories of sport influence preferences in knowledge creation/appropriation, and ultimately the type of innovation developed. This paper also suggests that sport federations are driven by demands by members in meeting their expectations of new services and are not risk averse. On average, the sport federations surveyed have a positive attitude towards newness that favours innovativeness. The current study would help researchers to advance further into the knowledge of service innovation in non-profit organisations. It should act as a foundation for research and practice on specific types of service innovation in sport. Managers should realise the importance of attitude for innovation and use the suggested typology to provide new services in different categories and meet members’ expectations.
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Today, Dutch National Non-profit Sports Organizations (NNSFs) experience financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This last solution has been the motive for the increasing interest in the use of marketing techniques as a solution for the growing uncertainties. Many NNSFs have participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy. This paper deals with possible impediments resulting from the implementation of the marketing strategies. It is primarily based on a literature review, however, the first results from a qualitative research to the increasing use of marketing techniques among NNSFs provides insights in the experienced impediments of NNSFs .
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Considering wider societal developments that reflect a demand for personalised services, this study aims to uncover the relationship between the perceived need for change by voluntary sports clubs (VSCs), their adoption of innovative services to promote flexibility of sports participation (also referred to as ‘light’ sports initiatives) and their organisational growth (in terms of membership evolution). Simultaneously, the impact of key organisational capacity (OC) determinants on each of the aforementioned variables is taken into account. In this study, VSCs in Flanders (Belgium) are examined utilising three (generalised) linear mixed model analyses on longitudinal panel data from 2012, 2015 and 2018. The results show a positive relationship between the need for change on the one hand and the adoption of ‘light’ sports initiatives and organisational growth on the other hand, whilst adopting ‘light’ sports initiatives as types of service innovations do not necessarily lead to organisational growth. The results of this study offer implications for the management and policy of VSCs to cater to shifting member demands. This study serves as a stepping-stone for further research to investigate other types of innovation on organisational change and growth.
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Dutch National Sports Organizations (NSFs) is currently experiencing financial pressures. Two indications for this are described in this paper i.e. increased competition in the sports sector and changes in subsidy division. Decreasing incomes from subsidies can be compensated with either increasing incomes from a commercial domain or increasing incomes from member contributions. This latter solution is gaining interest as a solution for the uncertainties. Many NSFs have therefore participated in a special marketing program in order to enlarge their marketing awareness and create a marketing strategy, in order to (re)win market share on the sports participation market and gain a more stable financial situation. This paper introduces my research related to the introduction of marketing techniques within NSFs and the change-over to become market oriented. An overview of existing literature about creating marketing strategies, their implementation, and market orientation is given. This outline makes obvious that the existing literature is not sufficient for studying the implementation of marketing techniques and market orientation within NSFs. Therefore, it shows the scientific relevance of my research. The paper concludes with the chosen research methodology.
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Despite several decades of Sport for All policies, opportunities for sports participation are still unequally divided, with certain socially disadvantaged groups having less access to sports. To reduce this gap, structural efforts are needed. A question that arises is what role nonprofit sports clubs can fulfill in this matter. In this study, first, it is explored how nonprofit sports clubs perceive their role and responsibility towards socially disadvantaged groups and how they act on it. Second, it is investigated which factors predict the presence or absence of efforts from nonprofit sports clubs for lowering barriers. For this second question, we focus on people living in poverty. Data are based on a survey among 580 nonprofit sports clubs throughout Flanders (Belgium). The findings indicate that the human resources capacity of the club is not the main barrier. It is argued that local sports authorities and sports federations have an important part to play in supporting and encouraging sports clubs in terms of social inclusionary policies, for example by instilling awareness.
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During the last twenty years, a remarkable new type of service has been developed in the world of sports, which can be described as the indoorisation of outdoor sports. Typical outdoor sports like climbing, skiing, surfing, rowing, and skydiving, which used to be exclusively practiced in a natural environment of mountains, oceans, rivers and the air, are now being offered for consumption in safe, predictable and controlled indoor centers. The present article emphasizes the rise of indoor lifestyle sports, such as rafting, snowboarding, skydiving and surfing. It discusses the conditions under and ways in which commercial entrepreneurs in the Netherlands have created this market, the meanings that they have ascribed to their centers and the dilemmas with which they have been confronted. It is argued that the rise of this economic market cannot be understood if it is solely interpreted as the result of economic, technological or natural developments. These economic activities were also embedded in and influenced by shared understandings and their representations in structured fields of outdoor sports, mainstream sports and leisure experience activities. A better understanding of the indoorisation of outdoor lifestyle sports can be achieved by recognizing how these structures and cultures pervaded the rise of this new market.
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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 recent years, the subsidiarity principle has been underlined in Sport-for-All policies in countries such as Germany, Austria and Belgium. According to this organising principle, issues need to be handled by the lowest possible political and administrative level, and as close to the citizens as possible. The 2007 decree concerning Sport-for-All policies at the local level in Flanders (Belgium) clearly referred to this. It emphasised the decentralisation of the Sport for All policy, and highlighted the regulatory and coordinating role of local sports authorities. As a consequence, they may face conflicting roles of being coordinator, regulator and provider of mass sport at the local level. In this paper, a mixed-method approach is used to give a closer insight in the role perceptions of local sports authorities in Flanders, and their position towards private sport providers. The results show that local sports authorities consider the coordination and regulation of mass sport in their municipality as their primary task. Yet, it appears that private sport providers also perceive competition from local sports authorities. Moreover, a considerable number of the local sports authorities believe they can combine the roles of provider and coordinator. As there appears to be considerable goal ambiguity, it is necessary for local sports authorities to formulate clear goals. Referring to the principle of subsidiarity, it is argued that sports authorities should only intervene when (non-)profit sport providers are not able to achieve the desirable outcomes with regard to sport and the welfare agenda.
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Previous investigations of consumer subcultures in the CCT tradition focused primarily on consumer behaviours, feelings, experiences and meanings of consumption. This paper advocates that in order to deeply understand and interpret a particular subculture, researchers in consumer culture should consider more thoroughly the interaction between consumers and producers in consumption markets. This argument is illustrated with a research project on lifestyle sports. From the results of this study it appears that producers play a vital and interdependent role in meaning and interpretation processes. It is argued that processes in which consumers give meaning to activities can not be isolated from the processes in which producers ascribe meanings to activities, settings and markets. In this 'circuit of culture', production and consumption are not completely separate spheres of existence but rather are mutually constitutive of one another (Du Gay, Hall, Janes, Mackay, & Negus, 1997).
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