This case study presents seven challenges regarding the implementation of a National Sport Organization (NSO) loyalty program. Drawing on relationship marketing and sponsorship, the case traces the evolution of the Club Hockey Canada loyalty program, managed by Hockey Canada, a large and successful NSO. The case describes the following seven challenges for managers: resource allocation, process management, branding, rules and regulations for a key element of the program (i.e., Puck Bucks), risk management, sponsorship, and cost recovery. Targeted to upper year undergraduate and graduate students in sport finance or sport marketing, the case is based on information provided by Hockey Canada and secondary research. In completing the case, students will be able to learn about the seven challenges in building a successful loyalty program.
Norm O’Reilly, Denyse Lafrance Horning and Ghazal Bandeh-Bahman
Robyn Lubisco, Genevieve F.E. Birren and Ryan Vooris
recovery is slowing down. “Unemployment is low, job creation is strong and the overall economy seems to be gaining momentum” ( Casselman, 2018 , para. 2). Several areas of discussion arise from the results of this study: the interactions between the Carnegie classification institutions, whether a position
Ryan K. Zapalac, John J. Miller and Kelsey C. Miller
, notoriety, and revenues to the recovery efforts for the Grizzlies. Discussion Questions 1. Describe the various parties who Julie Tyler is having to work with in the River Cats/Grizzlies example. How might each of these parties influence her decisions? 2. How does the social identification of Texas Rangers
Jeffrey Graham, Allison Smith and Sylvia Trendafilova
position as a graduate assistant in athletics. What would you advise your friend to do, based on what you learned from reading this case? References Altfeld , S. , Mallett , C.J. , & Kellmann , M. ( 2015 ). Coaches’ burnout, stress, and recovery over a season: A longitudinal study . International
G. Matthew Robinson, Mitchell J. Neubert and Glenn Miller
of others Emotional healing Commitment to and skill in fostering spiritual recovery from hardship or trauma Persuasive mapping Extent to which leaders use sound reasoning and mental frameworks Wisdom Combination of awareness of surroundings and anticipation of consequences Organizational
Jeeyoon Kim and Jeffrey D. James
spectating, and sport media viewing can be such activities. Therefore, need fulfillment is adopted as a key construct to help explain SWB effects in sport consumption. We posit that psychological needs for detachment-recovery, autonomy, achievement, and belonging can be fulfilled through sport consumption
Pamela Wicker, Kevin Filo and Graham Cuskelly
When community sport clubs are impacted by natural disasters, organizational resilience is critical to recovery. Within this study, organizational resilience is conceptualized as a function of robustness, redundancy, resourcefulness, and rapidity, and applied to community sport clubs. Using data from a survey of sport clubs (n = 200) in Queensland, Australia, the organizational resilience of affected clubs and their recovery from natural disasters (flooding, cyclone) was investigated. The findings show that clubs used human and financial resources predominantly in their recovery efforts. Organizational resilience, number of members, and the use of government grants had a significant positive effect on the extent of the club’s perceived overall recovery. Clubs providing equestrian, golf, and motor sports recovered to a significantly lower extent. Proactively pursuing government grants, suitable insurance coverage, and interorganizational relationships were identified as factors that assisted clubs in becoming more resilient. The measurement of resilience should be refined and expanded in future research.
Brianna L. Newland, Laurence Chalip and John L. Ivy
To determine whether athletes are confused about supplementation, this study examines the relative levels of adult runners’ and triathletes’ preferences for postexercise recovery drink attributes (price, fat, taste, scientific evidence, and endorsement by a celebrity athlete), and the ways those preferences segment. It then examines the effect of athlete characteristics on segment and drink choice. Only a plurality of athletes (40.6%) chose a carbohydrate-protein postexercise recovery drink (the optimal choice), despite the fact that they valued scientific evidence highly. Athletes disliked or were indifferent to endorsement by a celebrity athlete, moderately disliked fat, and slightly preferred better tasting products. Cluster analysis of part-worths from conjoint analysis identified six market segments, showing that athletes anchored on one or two product attributes when choosing among alternatives. Multinomial logistic regression revealed that media influence, hours trained, market segment, gender, and the athlete’s sport significantly predicted drink choice, and that segment partially mediated the effect of sport on drink choice. Findings demonstrate confusion among athletes when there are competing products that each claim to support their training.
Barry W. Copeland and Scott Kirsch
Increasing demands among contemporary administrators of intercollegiate athletics may potentially create role overload and lead to occupational stress (0S). The purpose of this study was to identify perceived stress levels of intrinsic administrative tasks among NCAA Division I (n = 37), II (n = 27), and III (n = 44) head athletic directors (ADs), and to determine if these perceptions varied by divisional status. A 21-item survey was administered to randomly selected subjects (N = 108) to assess (a) demographics, (b) general perceptions of OS, and (c) levels of task-related stress, on a 5-point Likert scale. One-way ANOVA and Scheffe's post hoc comparison reveals no significant difference (p > .05) in general perception of job stress across divisions; Ads across divisions reported perceived evidence of, and quick recovery from, OS almost always using a mean cutoff of 3.5. Significant differences (p < .05) for task-related stress were revealed between Divisions I and II in policy decision making and Divisions II and III in fund raising. Budget demands and firing rated highest as almost always (3.5 cutoff) stressful across divisions.
Kyungyeol (Anthony) Kim, Kevin K. Byon and Paul M. Pedersen
recovery strategies following SDB incidents. When service failure occurs, developing recovery policies is essential in retaining consumers and achieving consumer loyalty ( Grégoire & Fisher, 2008 ). The current study highlights spectators’ coping strategies in response to SDB in order to provide