The Football Fan Community as a Determinant Stakeholder in Value co-Creation

Open access

The Football Fan Community as a Determinant Stakeholder in Value co-Creation

Fans are of central importance to sport service production. Their passion, excitement, and involvement plays a crucial role in event implementation and value creation. Due to the importance of fans as "co-producers" of the sport service, the hypothesis of this research is that a fan community is a salient stakeholder in the value co-creation process. This paper focuses on how a football fan community engages in manifold interaction with its team, the local context, and the network of actors as a whole. Within the theoretical framework of the stakeholders and the network approach, a multi-case analysis and thorough examination of the ACF Fiorentina's season ticket holders database enlightens a system of relationships where fans are able to influence the internal dynamics of the social network that has developed around the football club. In light of the empirical evidence presented by the case studies and the database on supporters, we propose a first typology of fans' roles and strategic behaviours. Findings, though not exhaustive, illustrate not only the roles assumed by fans during matches in terms of identification and participation, but also underline the variety of ways in which fans behave as stakeholders of their own team. In terms of value cocreation, this research highlights the fan community as a salient stakeholder and not just a mere spectator. Fans and supporters not only are crucial actors in implementing the sport service, but they even play an important role of influencing the choices and behaviours of the football club and other stakeholders.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Baglioni S. Bof F. Fusetti C. (2008). Calcio e capitale sociale: il caso del Barcellona FC mès que un club. In F. Bof F. Montanari G. Silvestri (Eds.) Il management del calcio. La partita più lunga. Milano: Franco Angeli.

  • Ballerini M. Brazzini M. (2000). Autobiografia di una Curva. Dalla Fiesole con tutto il cuore i tuoi ultras. Firenze: Edizioni ANMA & San Marco Sport Events.

  • Bardazzi L. (2009). Firenze è autodistruttiva. Il mio futuro è in dubbio. Corriere della Sera 1 Marzo.

  • Benassai D. (1998). Firenze: un amore viola. Firenze: Edizioni Scramasax.

  • Burt R. S. (1982). Toward a Structural Theory of Social Action. New York: Academic Press.

  • Burt R. S. (1983). Range. In R. S. Burt M. J. Minor (Ed.) Applied Network Analysis. A Methodological Introduction. Beverly Hills: Sage.

  • Coppini A. (2009). L'informazione e l'eccesso di comunicazione: ostacoli immateriali e fisici alla realizzazione dello stadio senza barriere. Il caso Firenze e ACF Fiorentina. Università di Firenze Aprile.

  • Cova B. (1997). Community and Consumption. Toward a definition of the linking value of products or services. European Journal of Marketing 31(3) 297-316.

  • Da Empoli G. (2002). Overdose. La società dell'informazione eccessiva. Roma: Marsilio.

  • Elias N. Dunning E. (1989). Quest for excitement. Sport and leisure in the civilization process. Oxford: Basil Blackwell.

  • Finn G. P. T. Giulianotti R. (2001). Scottish Fans not English Hooligans! Scots Scottishness and Scottish Football'. In C. L. Harrington D. D. Bielby (Eds.) Popular Culture. Production and Consumption (pp. 314-327). Blackwell Publishing.

  • Freeman E. R. (1984). Strategic Management: A Stakeholder Approach. Pitman Boston: MA.

  • Freeman R. E. Harrison J. S. Wicks A. C. (2007). Managing for stakeholders. Survival Reputation and Success. New Haven and London: Yale University Press.

  • Freeman L. C. White D. R. Romney A. K. (Eds.) (1992). Research Methods in Social Network Analysis. Fairfax VA: George Mason University Press.

  • Galaskiewicz J. Wasserman S. (1989). Mimetic processes within an interorganisational field: An empirical test. Administrative Science Quarterly 34 454-479.

  • Gummesson E. (2006). Marketing relazionale. Milano: Hoepli.

  • Håkansson H. Snehota I. (1995). Analyzing business relationships. In D. Ford (Ed.) Understanding Business Markets (pp. 151-75). London: The Dryden Press.

  • Harada M. Saito R. Hirose M. (2009). Segmentation of sports fans using the experiential value scale. Conference Proceedings 17th Annual European Sportmanagement Conference EASM Amsterdam 16-19 September 2009.

  • Harrison J. S. Bosse D. A. Phillips R. A. (2009). Managing for stakeholders stakeholder utility functions and competitive advantage. Working Paper. VA: University of Richmnond.

  • Hunt K. A. Bristol T. Bashaw R. E. (1999). A conceptual approach to classifying sport fans. Journal of Services Marketing 13(6) 439-452.

  • Kozanli A. Samiei M. (2007). Segmenting the football audience. A market study based on live attendance. Master Thesis Stockholm University School of Business.

  • Le Bon G. (2007). La psicologia delle folle. Seconda Edizione.

  • Lega Calcio (2009). Analisi del trend degli spettatori allo stadio e degli ascolti televisivi della Serie A TIM e della Serie B TIM. Maggio.

  • Lusch R. F. Vargo S. L. (2006a). Service-dominant logic: reactions reflections and refinements. Marketing Theory 6(3) 281-288.

  • Lusch R. F. Vargo S. L. (Eds.) (2006b). The Service-Dominant Logic of Marketing: Dialog Debate and Directions. Armonk NY: ME Sharpe.

  • Mitchell R. K. Agle B. R. Wood D. J. (1997). Toward a theory of stakeholder identification and salience: defining the principles of who and what really counts. Academy of Management Review 22(4) 853-886.

  • Normann R. Ramirez R. (1995). Le strategie interattive di impresa. Milano: Etas Libri.

  • Papa P. Panico G. (1993). Storia sociale del calcio in Italia. Bologna: Il Mulin.

  • Poesio E. (2009). Poveri ma belli. Corriere della Sera Venerdì 3 Luglio.

  • Prandelli N. (2008). La tessera del tifoso tra vincolo e opportunità: il caso della ACF Fiorentina. Università di Firenze Novembre.

  • Rowley T. (1997). Moving beyond Dyadic Ties: A Network Theory of Stakeholder Influences Author(s)'. The Academy of Management Review 22(4) October.

  • Salvini A. (Ed.) (2007). Analisi delle reti sociali: teorie metodi applicazioni. Milano: Franco Angeli.

  • Sancassani M. (2009). La voce dei tifosi. Italian Federation of Football Club supporters June.

  • Scott J. (2000). Social Network Analysis: A Handbook. London: Sage.

  • Sutton W. A. McDonald M. A. Milne G. R. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly 6(1) 15-22.

  • Tapp A. Clowes J. (2002). From carefree casuals to professional wanderers: segmentation possibilities for football supporters. European Journal of Marketing 36(11-12) 1248-1269.

  • Vargo S. L. Maglio P. P. Akaka M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal 26 145-152.

  • Zagnoli P. Fanti D. Radicchi E. La Manna E. (2004). L'identità collettiva viola". Analisi socio-economica degli abbonati della ACF Fiorentina (2003-2004). Università di Firenze Giugno.

  • Zagnoli P. Radicchi E. (2008). Sport Marketing. Il nuovo ruolo della comunicazione. Milano: Franco Angeli.

  • Wasserman S. Faust K. (1994). Social Network Analysis: Methods and Applications. New York NY: Cambridge.

Search
Journal information
Impact Factor


CiteScore 2018: 0.3

SCImago Journal Rank (SJR) 2018: 0.201
Source Normalized Impact per Paper (SNIP) 2018: 0.333

Metrics
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 741 291 2
PDF Downloads 494 170 2