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.
Over het belang van soft controls en bespreking van het onderzoek Soft Controls voor het MKB dat Hogeschool van Amsterdam met Hogeschool Rotterdam uitvoert.
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Citizens have responded to newcomers in the Netherlands with acts of solidarity and programmes to support integration, often in response to increasingly restrictive government policies. In a previously published study by the primary author, a critical discourse analysis was conducted of texts used in mandatory government integration programmes. Findings showed that texts discursively construct the “modern Us” the “unmodern Other” and a hierarchical relationship between the two, recreating in practice racialized categories reminiscent of colonial times. Considering the role citizen initiatives play in integration, it is important to also understand their discourse on integration. A critical discourse analysis using Bacchi’s What’s the Problem Represented to Be? approach was conducted on texts used in citizen initiatives for integration in the Netherlands. Additionally, as part of a larger institutional ethnography, ethnographic data was gathered on their day-to-day work. These data were analyzed through a theoretical lens inspired by occupational science, governmentality and post/decolonial studies. Initial findings show dominant discourses found in formal integration programmes being actively reproduced in citizen initiatives. Additionally, findings display concepts of ‘successful’ integration, the “Us”, and the “Other” being discursively shaped by promoting ‘modern’ occupations as part of ‘successful’ everyday life. Occupational science is a field with particular interest in social transformation projects, projects often based in the informal sector. Understanding how dominant discourses are reproduced in informal programmes provides important perspectives on their impact on everyday life, demonstrating the importance of remaining critical of discourses in projects operating in the peripheries.
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