Sport marketing professionals' expertise and knowledge on consumer behaviour

This paper focuses on how marketers of sporting goods proceed to optimize the influence of the store on purchasing behaviour. Their expertise is based on a combination of data and experiences that parallels the sociological methods. Their analysis of purchasing situations aloud to understand how they can influence behaviours through retailing places, while trying to guide consumers' perception of the products. More broadly, they contribute to a better understanding of consumer's decisions

Aménagement du lieu de vente : expertise des professionnels du marketing du sport et connaissance du comportement du consommateur

Cet article traite de la façon dont les professionnels du marketing des articles de sport procèdent pour optimiser l'influence du lieu de vente sur les comportements d'achat. Leurs expertises reposent sur une combinaison de données et d'expériences qui peut être rapprochée des démarches sociologiques. Leurs analyses des situations d'achat nous permettent de comprendre comment ils peuvent agir sur les comportements à travers les points de vente, en tentant de guider la perception des produits par le consommateur. Elles nous aident plus globalement à mieux appréhender les décisions des consommateurs. Abstract This paper focuses on how marketers of sporting goods proceed to optimize the influence of the store on purchasing behaviour. Their expertise is based on a combination of data and experiences that parallels the sociological methods. Their analysis of purchasing situations aloud to understand how they can influence behaviours through retailing places, while trying to guide consumers' perception of the products. More broadly, they contribute to a better understanding of consumer's decisions. Keywords: sports, retail, store, marketing, sociology

The Social Responsibility of Football Clubs: The 'Shared Value' as a Process of Value Creation?

In the literature, CSR has been studied as a mean to reconnect sport organizations and society. Nevertheless, little attention has been paid to Porter and Kramer’s « shared value ». Therefore, after presenting the management of sport organisations as well as CSR, this article will be drawn on Crane et al.’s six characteristics of CSR and on Porter and Kramer’s concept to assess whether professional football clubs in Belgium are developing CSR or not. Then, we will assess, in this qualitative and exploratory research, if the most developed ones regarding CSR are also the most involved in the shared value process. In addition, value creation will be examined regarding supporters. This study, realized in 2012, allows discovering that if CSR is well developed in the observed football clubs, differences exist between them and opportunities to create shared value can still be taken. We will show that the success of one club doesn’t depend only of the financial and human resources. A successful RSE process has an impact on the representation that the stakeholders have about the club and on the engagement for the club