Cooperative Marketing alliances for New Products Commercialization as an entrepreneurial strategy; an Analytical-Comparative Study of Football Industry

摘要

Marketing of new products as important part of the commercialization process, plays a critical role in success of developer companies. Most of new products fail, and in sequence cause the company not to reach the financial and marketing aims. The paper concentrates on cooperative marketing alliances as a successful approach to commercialization of new products, by study the Iranian football premier league as a context for cooperative marketing alliances among football clubs and business enterprises. Popularity of football clubs has mentioned as a business platform, for commercialization and marketing of new products, not just by sponsorship, but by involvement of club in marketing and even some production processes. The paper concentrates on sponsorship status in Iran and measure the success of this practice in clubs participated in Iranian premier league 2008 - 2009. For this purpose, the contract duration, validity and payment on promise have been measured. Results show that sponsorship is usually very short term and supports only a small bulk of club costs. The reliance on governmental aids and unprofessional managers offers as the main reasons for this failure. Then the structure of marketing in some pioneering football clubs studied as a benchmark for success. In conclusion researchers suggest the promotion to co-marketing as a strategic alliance between football club and sponsor, so that mutual benefit can help football clubs to cover a greater part of their costs and have better usage from their equities, and help the business enterprise to joy from popularity of football club to exploit the market potential. Study results that cooperative marketing may offer an entrepreneurial approach to new product commercialization, and will promote the marketing abilities of football clubs.