A Typology of International Strategies for Hungarian Professional Sports Clubs

Miklos Kozma and Krisztina Andras
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Miklos Kozma: Corvinus University of Budapest, Hungary
Krisztina Andras: Corvinus University of Budapest, Hungary

Management, 2016, vol. 11, issue 1, 7-27

Abstract: The objective of our research project was to examine how league strength explains the observed differences between the international strategies of professional sports clubs in Hungary. Three case studies were made primarily based on the content analysis of management interviews, cross-checked with data from sports databases and corporate documentation. Through our analysis we identified three types of international strategy followed by professional sports clubs in Hungary. The typology highlights the importance of having a competitive product professional clubs may bring to the international marketplace. Hence, governments and local municipalities are advised to focus their support on sports where there is a team with reasonable chance to win trophies at international level. For club managers, the implication is that strategic focus on improving service provision and sales is critical even if they receive windfall support from government.

Keywords: internationalization; sport; strategy; case study; Central and Eastern Europe (search for similar items in EconPapers)
Date: 2016
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