Toward a Sport Ecosystem Logic

in Journal of Sport Management

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Markus BuserUniversity of Bayreuth, Bayreuth, Germany

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Herbert WoratschekUniversity of Bayreuth, Bayreuth, Germany

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Geoff DicksonBusiness School, La Trobe University, Bundoora, VIC, Australia

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Jan SchönbernerUniversity of Bayreuth, Bayreuth, Germany

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Network approaches in sport management are mainly guided by the logic of sport products, where firms produce value that is used-up by consumers. This logic neglects the collaborative nature of sport. On the contrary, the logic of value co-creation provides a perspective where actors collaborate to co-create value in sport networks. Thus, this purely conceptual research aims to examine approaches to value co-creation in sport ecosystems to offer a holistic perspective on the interconnectedness of actors and engagement platforms. Using the concepts of value co-creation, engagement platforms, and sport network approaches, this paper conceptualizes the Sport Ecosystem Logic as a general theory to promote innovative research. Comprising five fundamental premises, the Sport Ecosystem Logic explains how actors’ shared interests in sporting activities evolve into an entire sport ecosystem. The Sport Ecosystem Logic advances our understanding of actors’ resource integration on sport engagement platforms and how these platforms are interconnected in a sport ecosystem.

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