1.2. Objectives of the research
The first objective of this study is to find out who are the
most important stakeholders' groups considered by clubs. Polonsky's model is a
good base for this point. Then, it is interesting to know how those
stakeholders influence the clubs' strategies and to reveal from where their
power comes from. Another aim will be to analyse how clubs currently manage
their stakeholders. A comparison between English and French clubs will be drawn
as well as between important and less important ones. The last step will be an
adaptation of Polonsky's model to summarise the football situation graphically.
1.3. Research outline
The first part of this study consists of reviewing the
literature dealing with stakeholders. Mendelow, Archer and Polonsky developed
interesting theories about this subject and are used as theoretical basis of
this research. The practical part of this study uses secondary data from
articles, books and magazines, as well as primary data collected through
interviews with four football clubs' managers (Liverpool F.C., Stoke City F.C.,
R.C. Lens and Amiens S.C.). The data were analysed, compared, theories have
been used to design stakeholders maps, and Polonsky's model (1995) was then
adapted to football sector.
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