Value cocreation strategies in sport business: the attendance as a resource in team sporting production function

Datum objave: 16.06.2011

Kategorija: Aktualno na Univerzi

University of Palermo

Contact Person

AMENTA, Carlo (Dr.)
Assistant Professor
University of Palermo

Telephone: +39-091-343357
Fax: +91-303-293


Project Proposal

Title: Value cocreation strategies in sport business: the attendance as a resource in team sporting production function

Type Details: Co-creation (Prahalad and Ramaswamy, 2004) is a concept regarding the inclusione of consumer in the value-creation process of the firm. Under the strategic literature umbrella it would be interesting to understand when and how the consumer become a resource in the sense of Resource Based View Theory (Barney, 1991) thus creating adequate conditions for co-creation strategy. In order to test this theoretical framework it is possible to use a case study on soccer business. It is well known in the sport business literature the case of the 12th man in the sporting perfomance of the soccer teams. It is clear that there is an home advantage for the team playing at home but is is not still clear what is the main cause of these home advantage. Referee bias,the league rules, the travel conditions and the pitch dimensions have been extensively studied, together with the crowd's role, but there is not conclusive evidence supporting one of the factors more than another. By analyzing a panel data of italian soccer teams for three seasons we already ecluded that there is a 12th man effect. This result should be confirmed with the analysis on other european soccer leagues and analyzed according to the theoretical framwork. The results can be interesting for business strategy in general by analyzing their external validity and also in the sport business field.

Programme (Collaboration EU R&D): FP7-IDEAS

Expiry Date: 2012-05-31

Target Partner

Expertise: We need a partner that works in the business economics and business strategies and want to cooperate in creating a database at european level both by giving access to data on other european soccer leagues or creating a new one.
Skills in econometrics and sport economics can also be useful but are not essential.


Organisation Details

University of Palermo

Name: University of Palermo

Department: Dipartimento di studi giuridici, economici, biomedici, psicosociopedagogici delle scienze motorie (DISMOT)


Address: Via Eleonora DUse n. 2 Campus Lincoln

Palermo   90100 ITALY

Type: Research

Number of Employees: > 500

Keywords: sport business;resource based view;co-creation strategies;econometrics modelling

RCN: 87156

Quality Validation Date: 2011-05-31

Update Date: 2011-06-01