This thesis aims to analyse professional German football clubs and their strategic approaches while internationalizing, providing a profound insight into the topic: “Analysis of strategic success factors in the internationalization process of professional German football clubs”.
The primary research question of this work is why, where and when professional German football clubs are entering foreign markets and which strategic processes have to be considered during the internationalization process, furthermore, which are successful? In addition, this study strives toward a better understanding of internationalization strategies of professional German football clubs analysing how they are internally structured as well as which internal and external factors could influence the internationalization?
In order to evaluate the different strategic approaches “strategy profiles” for selected clubs are going to be considered based on structured quantitative interviews and compared as case studies. In this thesis, the research focuses on selected German Bundesliga clubs. Due to their financially weaker situation and lack of international importance, clubs from the Bundesliga 2 will not be considered. The mentioned selected clubs are Borussia Dortmund GmbH & Co. KGaA, FC Gelsenkirchen-Schalke 04 e.V. and VfL Wolfsburg-Fußball GmbH. In addition, in order to analyse the collaboration between the clubs and the German Football Association (DFL Deutsche Fußball Liga GmbH), the relationship between the clubs and the DFL will be examined.
For the structured interviews with experts the author of this thesis developed an interviewer administered questionnaire guiding through the different interviews. Each interviewed expert was asked to respond to the same set of questions in a predetermined order. Trying to build a broad opinion profile and to create a better possibility of comparison at a uniform level, interviews with experts from the recently most successful and aspiring German Bundesliga clubs were conducted (Alexander Jobst, Thomas Röttgermann, Benedikt Scholz). Additionally, to analyse the interdependence between the clubs and the DFL an interview with the CEO of the DFL (Christian Seifert) was conducted. Due to the financially weaker situation and lack of international importance, clubs from the Bundesliga 2 were not considered.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem Statement
- Aim of the Work
- Research Method
- Structure
- Fundamentals of Internationalization Strategies
- History and Definitions of Strategy
- Phases of the Strategic Process
- Types of Strategies
- Corporate Strategy
- Business Strategy
- Intended and Emergent Strategies
- Alternative Views of Strategy
- Basics of Internationalization
- Definition and Characteristics
- Motives and Drivers for Internationalization
- Benefits of Internationalization
- Stages of Internationalization
- Process of Market Entry
- Target Markets and Emerging Markets
- Timing of Entry
- Market Entry Strategies
- Export
- Licensing
- Strategic Alliance
- Subsidiaries
- Internal and External Factors for Internationalization Strategies
- Strategic Analysis and Tools
- SWOT-Analysis
- PEST-Analysis
- Porters Five Forces Framework
- Market Research
- International Economic and Country Analysis
- Organizational Structures
- Role of Culture
- Political Environment and Country Risk
- Consumer Behaviour
- Characteristics of the professional German Football Market
- The Business of Football
- Structure of the Professional German Football Market
- The History of Professional German Football
- Facts and Figures of the Bundesliga
- Legal Structure of the Bundesliga
- Economic Characteristics of professional German Football Companies
- Change of Legal Structures
- Aims of Football Companies
- Internal and External Financing
- Case Studies of Internationalization Strategies
- Selection and Fact Sheets of the Analysed Football Clubs
- Position in the Internationalization Process
- Organisational Structure
- Motives of Internationalization
- Market Conditions
- Target Markets
- Mode of Entry and Timing
- Strategic Partners
- Collaboration between Clubs and DFL
- Role of the DFL
- International Subsidies
- International Media Markets and Trends
- Strategic Success Factors and Risks
- Critical Analysis and Recommendation
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to analyze professional German football clubs and their strategic approaches while internationalizing. The study seeks to understand the reasons, locations, and timing of their market entry, as well as the strategic processes involved in their internationalization. It also examines how these clubs are internally structured and what internal and external factors influence their internationalization strategies.
- Internationalization as a strategy for growth in a saturated domestic market.
- The impact of club history, heritage, and brand image on international success.
- The importance of strategic partnerships and collaborations with international companies.
- The role of the DFL in supporting and coordinating internationalization efforts.
- The influence of cultural, political, and social factors on target market selection.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the topic of internationalization in professional German football, highlighting the growing importance of this strategy for clubs seeking to expand their revenue streams and fan base. It also defines the research question, methodology, and structure of the thesis.
- Fundamentals of Internationalization Strategies: This chapter provides a comprehensive overview of internationalization strategies, exploring different definitions of strategy, the phases of the strategic process, various types of strategies, and the basics of internationalization, including its drivers, benefits, and stages. It also examines the process of market entry and different entry modes.
- Internal and External Factors for Internationalization Strategies: This chapter focuses on the internal and external factors that influence a company’s internationalization strategy, including the importance of strategic analysis tools like SWOT and PEST analysis. It also explores key aspects such as international economic and country analysis, organizational structures, the role of culture, political risk, and consumer behavior.
- Characteristics of the professional German Football Market: This chapter examines the unique characteristics of the professional German football market, outlining its history, legal structure, and economic factors, including the revenue streams of Bundesliga clubs and the role of the DFL. It also discusses the changing legal structures of clubs and the increasing importance of strategic partnerships.
- Case Studies of Internationalization Strategies: This chapter analyzes the internationalization strategies of three professional German football clubs: Borussia Dortmund, FC Schalke 04, and VfL Wolfsburg. It explores their motives, target markets, entry strategies, and partnerships with international companies. It also examines their collaborations with the DFL and the impact of international media markets.
- Critical Analysis and Recommendation: This chapter critically examines the findings of the case studies, highlighting the complex interplay between competition and cooperation among clubs, as well as the symbiotic relationship between the clubs and the DFL. It also discusses the importance of strategic partners, the role of the DFL in supporting internationalization, and the need for a comprehensive approach to internationalization strategy.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this thesis include: internationalization, strategic success factors, professional German football clubs, Bundesliga, DFL, market entry, target markets, emerging markets, strategic partnerships, international media markets, cultural factors, political risks, and consumer behavior.
- Quote paper
- Henning Wenzel (Author), 2015, Analysis of strategic success factors in the internationalization process of professional German football clubs, Munich, GRIN Verlag, https://www.grin.com/document/316742
