Strategic analysis of medal markets at the Winter Olympics: Introducing an index to analyse the market potential of sports disciplines

WEBER, Andreas Christoph, DE BOSSCHER, Veerle, SHIBLI, Simon and KEMPF, Hippolyt (2019). Strategic analysis of medal markets at the Winter Olympics: Introducing an index to analyse the market potential of sports disciplines. Team Performance Management.

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Abstract

Purpose This paper aims to propose the concept of market potential analysis, which is commonly applied in economics, as a method to enable these investment decisions to be based on sound evidence. Design/methodology/approach The markets for Olympic awards, i.e. medals (top three places) and diplomas (i.e. top eight places) are compared in alpine skiing, biathlon, cross country, speed skating, freestyle skiing, short track and snowboarding from 1992 to 2018. Findings The most notable changes are identified in cross country (2002), biathlon (2006), freestyle skiing (2014), snowboarding (2006 and 2014) and speed skating (2018). Originality/value In spite of the evidence of nations investing strategically in their elite sport systems to produce Olympic success, there is a lack of knowledge on how national-level decision makers can use a strategy to analyse the competitive environment concerning sports contested in the Olympic Winter Games.

Item Type:	Article
Uncontrolled Keywords:	1503 Business and Management; Business & Management
Identification Number:	https://doi.org/10.1108/TPM-10-2018-0068
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	05 Jun 2019 16:04
Last Modified:	17 Mar 2021 20:46
URI:	https://shura.shu.ac.uk/id/eprint/24660

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