EXECUTIVE SUMMARY
This research aimed at defining who the most important
stakeholders considered by football clubs are and to know how they affect their
strategy. Emphasis is also made on how football clubs communicate and manage
their stakeholders. To answer these objectives, a case study approach was used.
Interviews were conducted with top managers of four professional football
clubs: Liverpool F.C., Stoke City F.C. (for England), R.C. Lens and Amiens S.C.
(for France). The data gathered also allowed the author to test stakeholding
models: Polonsky (1995), Archer (1995) and Mendelow's ones (1991). This
dissertation gives a detailed analysis of thirteen stakeholders' categories and
especially of fans, shareholders and media, which are the most important
stakeholders for football clubs. Tools and organizations developed by these
four clubs to communicate with stakeholders are also part of this research. The
last part analyses the differences between French and British football clubs;
and discuss ways to compensate them.
How stakeholders influence football clubs' strategy ? September
2003
ACKNOWLEDGEMENT
The author takes the opportunity of this dissertation to thank
the football clubs' managers who were interviewed for this study: Mr Weathley
(Liverpool F.C.), Mr Fuller (Stoke City F.C.), Mr Bigeard (R.C. Lens) and Mr
Buquet (Amiens S.C.). The author is also grateful to Charlotte Rayner who
helped him to define its subject and Wyndham Jenkins who supervised this piece
of work.
LIST OF CONTENTS
Executive Summary p.1 Acknowledgement p.2 List of contents p.3
Lits of tables and figures p.5
1.
Introduction........................................................................................................p.6
1.1. The current context p.6
1.2. Objectives of the research p.8
1 Research outline p.8
2 Literature
review...............................................................................................p.9
2.1. Stakeholder concept p.9
2.2. Stakeholder theory p.9
2.3. Stakeholder mapping p.10
2.3.1. Mendelow's model p.10
2.3.2. Archer's model p.11
2.4. Stakeholders' management - Polonsky's model p.13
1 Objectives of the research p.15
2 Research
methodology.......................................................................................p.17
3.1. Information required for the research p.17
3.2. Research approach p.17
3.2.1. Inductive or deductive approach? p.17
3.2.2. Research philosophy p.18
3.2.3. A case study approach p.19
3.3. Data collection p.19
3.3.1. Secondary data p.19
3.3.2. Primary data p.20
3.3.3. Sample selection p.20
3.3.4. Interview preparation p.21
3.4. Method for analysis p.22
3.5. Methodology review p.22
3.5.1. Research protocol p.23
3.5.2. Reliability of the data p.24
3.5.3. Limits of the methodology p.24
How stakeholders influence football clubs' strategy ? September
2003
4. Results and
analysis...........................................................................................p.26
4.1. Overview of the results p.26
4.2. Stakeholders' expectations and influence p.28
4.2.1. Fans p.28
4.2.2. Shareholders p.30
4.2.3. Employees p.32
4.2.4. Players and coaches p.32
4.2.5. Media p.33
4.2.6. Institutions p.35
4.2.7. Organizations p.36
4.2.8. Sponsors p.37
4.2.9. Players' agents p.38
4.2.10. Other clubs p.39
4.2.11. Interests groups p.39
4.2.12. Government p.40
4.2.13. Banks p.41
4.2.14. Football clubs' stakeholders mapping p.41
4.3. How football clubs manage and communicate with their
stakeholders p.42
4.3.1. Fans p.42
4.3.2. Shareholders p.43
4.3.3. Employees p.44
4.3.4. Players and coaches p.44
4.3.5. Media p.45
4.3.6. Institutions p.46
4.3.7. Organizations p.46
4.3.8. Sponsors p.47
4.3.9. Players' agents p.47
4.3.10. Other clubs p.48
4.3.11. Interests groups p.48
4.3.12. Government p.49
4.3.13. Banks p.49
4.3.14. Adaptation of Polonsky's model p.50
4.4. Comparisons p.51
4.4.1. Important clubs vs. les important ones p.51
4.4.2. English cubs vs. French ones p.52
1 Recommendations p.53
2
Conclusion..........................................................................................................p.54
References...............................................................................................................p.55
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