2.5. Objectives of the research
Polonky's model (1995) is very useful to achieve goals because it
is divided into many parts (or steps). These different parts may represent the
different objectives of the research. The overall objective of the research is
to know how stakeholders influence football clubs' strategies. The second aim
is to draw a comparison between France and England, and
How stakeholders influence football clubs' strategy ? September
2003
between important and less important teams. So the different
objectives of this researchare:-Which stakeholders are considered important by
football clubs?-Do those stakeholders have any power on the club? Where does
their power come from?-How do they influence the clubs' strategies?-How the
football clubs manage and communicate with stakeholders?-Have the French and
English clubs similar or different way to manage stakeholders? Arethose
differences expanding or not?First, a stakeholder map has to be drawn (with
Archer (1995) and Mendelow's (1991)models). Then, the author will try to answer
every objective and to apply Polonsky's modelto the football sector. Answers to
this problematic will come from the data gatheredthrough the following
methodology.
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