From Outside Lane To Inside Track:sport Management Research In Therntwenty-first Century

摘要

Purpose - Major changes have taken place in sport in recent years, which has consequently led to thernemergence and development of an associated sport management literature. To date, this literature hasrnbeen confined to the margins of management theory and research, although the development of sportrnhas been such that a multitude of opportunities now exist for academics and practitioners to addressrnthe most pertinent issues facing sport management. This paper aims to focus on the changes and tornaddress the issues arising from them.rnDesign/methodology/approach - The paper begins by providing a brief overview of therndevelopment of sport. It then explores the fundamental elements of sport that mark it out as beingrndifferent from other products or industrial sectors. This covers the following areas: the uncertainty ofrnoutcome; competitive balance; contest management; collaboration and competition; and performancernmeasurement. The paper then considers the management issues pertaining to the models of sportrnemployed in, for example, the United States and Europe. Following on from this, therninternationalisation and globalisation of sport, linked to developments in new media technology,rnare examined.rnFindings - Some emerging issues in functional management areas are highlighted, including therndevelopment of sponsorships; the need for sport to adopt a strategic approach to PR; and ensuring thernneeds of multiple market places are met through appropriate scheduling of games and events,rnalongside a range of possible foci for future sport management researchers.rnOriginality/value - This paper highlights a range of issues for sport management researchers andrnhighlights which aspects of sport management require the specific attention of researchers.