UTICAJ STRATEŠKOG MENADŽMENTA NA RAZVOJ SPORTSKOG PREDUZETNIŠTVA
DOI:
https://doi.org/10.46793/ManagSport17-1.127RKljučne reči:
sportsko tržište, sportska industrija, sportski događaji, sportski mediji, sportski menadžmentApstrakt
Strategija je prioritet za uspešno dugoročno upravljanje u bilo kojoj sportskoj organizaciji. Sportsko preduzetništvo, kroz upravljanje sportskim događajima, otvara mogućnost razvoja globalne ekonomske povezanosti stvaranjem medija koji se obraćaju sportskoj javnosti, emitujući samo sportska takmičenja, fokusirajući se na pokrivanje različitih sportova u što većoj meri. Sportsko tržište se širi, pri čemu više od jedne milijarde ljudi čine potrošačku populaciju globalnog sportskog tržišta, što je ujedno i populacija potencijalnih, redovnih ili povremenih potrošača. Istraživanje je sprovedeno empirijskom metodom na 1814 ispitanika koji redovno prate sportska takmičenja, uzrasta od 18 do 60 godina (prosečna starost iznosila je 35,24). Istraživanje je sprovedeno na temu: „Šta je isplativije: gledanje sportskih takmičenja uživo na stadionima ili putem TV prenosa?“, gde se 66,81% učesnika izjasnilo za prednost gledanja uživo, dok se 33,19% učesnika izjasnilo da bi radije gledali sportske događaje putem medijskog prenosa, uz navođenje argumenata za i protiv. Cilj istraživanja bio je da se utvrdi da li ljubitelji sporta više vole da gledaju sportske događaje na stadionima ili putem TV-a. Sportska ponuda se povećava, dok publika može da izabere način zabave i način praćenja sportskih događaja.
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