Desenvolvimento de recursos para o desempenho superior: uma análise sobre os fatores determinantes para o aumento de torcida em um clube de futebol

Abstract

This thesis aimed at filling a literature gap indicated in Resource Based View: the development of resources that lead to superior performance. According to research propositions by Barney, Ketchen & Wright (2011) and Maritan & Peteraf (2011). RBV is a management theory that sustains that superior performance is due to ownership and use of valuable and imperfect mobile resources, that is, resources that cannot by aquired or imitated by competitors. There are several research papers testing and validating the causality betweeen ownership or superior quantity of an specific resource and organizational performance. Following research design proposal by Rouse & Daellenbach (1999), in which RBV researches must select firms that share the same production factors and compete in similar markets, it was selected an specific industry to analyze how a key resource in this industry is developed. The resource selection for this research was based on Newbert's (2007) proposal about how a resource can be framed in RBV foundations. Chosen industry was professional football. The chosen resource was clubs's fans base. From this research choice, based on data and assumptions, research objectives were formulated: reveal which factors are relevant on individual's choice of a football club to be a fan, verify importance of this factors on individual's decision and examine preponderance of factors under organizational's control. First research objective was completed with a qualitative research, based on grounded theory method. From proposed model on qualitative phase, later objectives were accomplished using logistic regression and discriminant analysis models. On this models, dependent variable was nominal-qualitative (chosen football club to be a fan) and independent variable were family composition, family loyaltymeasured with Funk & James (2001) construct, clubs's brand personality traits, sport performance, players quality and club media exposition. Most relevant factors were Family related variables, being sport performance also capable of influence fan choice. Research results indicate ex ante and ex post limits to competition, highlighting that clubs with an inferior resource position must considerable elevate its sport performance to accumulate more quantity of this resource, due to existent mass effect.

Desenvolvimento De Uma Ferramenta De Precificação Para Jogos De Futebol

“…Dado o nível de lealdade observado nos torcedores, definidos como indivíduos com alguma ligação psicológica com uma equipe (Hunt, Bristol & Barshaw, 1999), assume-se que cada clube é monopolista de sua demanda no curto prazo. O tamanho da torcida tende a variar de forma sensível apenas no longo prazo, dado que seu crescimento está amparado em fatores sociais e esportivos para a conversão de novos indivíduos em torcedores (Ribeiro, 2017).…”

“…A quantidade de jogos em cada temporada tende a ser previsível, com exceção de campeonatos com fases eliminatórias. A torcida de um clube tende a variar pouco no curto prazo, pois depende da combinação de fatores sociais e do desempenho no clube (Ribeiro, 2017).…”