JultikaUniversity of Oulu repository

Abstract

Organizations constantly struggle to establish and maintain a competitive advantage in today’s business environments across various industries. The sport sector is viewed as a traditional industry that is presently dealing with fierce competition over the leisure time consumption of its consumers. Since the number of people watching live games has decreased and there are more alternatives for individuals to spend their free time, clubs in the sports sector have not benefited from this traditional business mindset in the current business environment. Few studies have examined at the sources of competitive advantage for sports clubs’ businesses and the elements that help one develop it.

The purpose of this study is to better understand how clubs may acquire a competitive advantage over their rival companies by examining at how nudging processes can accomplish this goal. To further explore these phenomena in the empirical part of the thesis, the study begins with a literature review in which the concepts of sport business, competitive advantage, and nudge process are narrowed to perspective. The qualitative research methodology utilized in this study was used to collect data for the multi-case study by conducting interviews for individuals which represented especially revealing and interesting cases related to the phenomena. Using a carefully chosen sample group, semi-constructed interviews were used to gather the qualitative data.

The main findings are that clubs may enhance their opportunity sensing abilities through the nudging process, enabling them to seize opportunities and gain competitive advantage. In addition, a novel theory for low-rate users’ (temporary fans’) decision-making process regarding game event participation was discovered by the research, which made multiple contributions to the literature already in existence.

This Master’s thesis’s purpose is not to produce a generic how-to manual for clubs on how to use the nudging process to gain competitive advantage. The study’s findings, however, provide useful implications and empirical support for how managers may make use of the newly developed theory and create solutions in line with its elements. Additionally, this thesis provides managers with a framework for implementing the nudge process, which may be used in combination with the underlying theory to increase the number of viewers at live sport events.