Speaking in Tongues: Global Sport Marketing across Cultures

Hans Westerbeek and Aaron Smith

Chapter Chapter 7 in Sport Business in the Global Marketplace, 2003, pp 172-196 from Palgrave Macmillan

Abstract: Abstract In this chapter we argue that globalisation does not equate to homogenisation of markets. Put another way, we believe that markets are inherently different in different locations, and the ability to overcome these differences will prove a critical success factor for ‘want to be’ international sports. This cultural factor is the third and final nexus or window that will determine the fate of sport.

Keywords: Brand Equity; Olympic Game; Football Club; Theme Park; Sport Sponsorship (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59889-8_7

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DOI: 10.1057/9780230598898_7

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