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How stakeholders influence football clubs' strategy?

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par Eric Bailly
Staffordshire University (UK) - M.Sc. in European Management Strategy 2003

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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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