Les grandes firmes industrielles du sport

Liliane Bensahel and Jacques Fontanel ()
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Liliane Bensahel: CREPPEM - Centre de Recherche Économique sur les Politiques Publiques dans une Économie de Marché - UPMF - Université Pierre Mendès France - Grenoble 2
Jacques Fontanel: CESICE - Centre d'études sur la sécurité internationale et les coopérations européennes - UPMF - Université Pierre Mendès France - Grenoble 2 - IEPG - Sciences Po Grenoble - Institut d'études politiques de Grenoble

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Abstract: The sporting goods market is global, dominated by three large multinational companies, but also segmented and specialized. It is a competitive market, with the constant threat of new entrants, the importance of economies of scale, product differentiation and distribution channels. These firms have to contend with the manufacture of substitute products and the power of consumers and suppliers. A fine marketing strategy is necessary, based on the image of a sportsman, sponsorships, promotions and specializations. It is a market of the future with high added value.

Keywords: Sport; économie du sport; concurrence; marketing sport economics; competition; marketing (search for similar items in EconPapers)
Date: 2000
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Published in Réflexions sur l'économie du sport, Université Pierre Mendès France Grenoble, 2000

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02885325

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