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Building Reputation in China: A Case Study from the Sports Industry

2009; RELX Group (Netherlands); Linguagem: Inglês

10.2139/ssrn.1406388

1556-5068

Frèderic Prévot, Lionel Maltèse,

Customer Service Quality and Loyalty

In this article, we propose to study the case of the management of reputation when a sports company aims to penetrate the Chinese market. The sporting sector is an environment that suffers from strong instability as it is reliant upon sporting results. We intend to understand how sports organizations can exploit resources linked to reputation in order to develop a sustainable strategy in the Chinese market. On the basis of the case study of the Olympique Lyonnais Football Club, the leading football club in France, we propose a matrix that we use to analyze the mobilization of resources for the development of reputation in China.