Strategic resource planning for football clubs

ISSN： 1549-9324

Source： J. for International Business and Entrepreneurship Development, Vol.7, Iss.1, 2013-02, pp. : 1-20

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Abstract

The paper provides a multi-perspective analysis on strategic resource planning for football clubs. Towards this aim, financial planning, fundraising and sponsorship are examined, and their strategic marketing aspects are presented and interrelated. The paper rests soundly on scientific theoretical and secondary data research, and incorporates literature on football, sports and generic strategic marketing and finance subjects. The findings underline the need for strategic resource management that is methodically planned, implemented and evaluated. Furthermore, individual components should not be viewed in isolation, but comprehensively and in conjunction with each other. Merging of resources into a unified and value-based system is proposed, in which resources are not measured in terms of pure financial terms, but holistically evaluated in terms of the value they offer in a multi-dimensional and a multi-directional way. Finally, strategic resource planning must be integrated with strategic marketing planning to ensure alignment and commonality of both means and ends.