Value Co-creation in Sport Management

This book offers new insights into value co-creation in the context of sport management. Based on recent developments in academia (e.g. service-dominant logic) and empirical evidence, it highlights the significance of customers and other firms and organisations (service networks) for the creation of high quality products and services. Five articles shed more light on various aspects of value co-creation including a sport value framework, customer-to-customer value co-creation platforms, fan consumption communities, value co-destruction, and coopetition strategies. They also broaden our understanding of the processes that lead to joint value creation by different parties. In addition, the authors present insights that can be helpful in practice, and describe guidelines and strategies that are in line with the concept of value co-creation. In so doing, this book helps to develop better theories, and to provide guidance for sport managers for the design of value creation as a collaborative relational and dynamic process between multiple actors.

This book was published as a special issue of European Sport Management Quarterly.

Herbert Woratschek is Professor of Service Management at the University of Bayreuth, Germany. He has been Vice-President of the European Association for Sport Management since 2009. His main areas of research include the service-profit chain and moderating variables in various service contexts, service-dominant logic, measurement of service quality, and sport marketing.

Chris Horbel is Associate Professor of Marketing at the Department of Environmental and Business Economics at the University of Southern Denmark, Odense, Denmark. The focus of her scientific work comprises the areas of value co-creation, service networks and word-of-mouth with applications in sport, tourism, healthcare, and mobile applications.

Bastian Popp is Assistant Professor at the Department of Services Management at the University of Bayreuth, Germany. His primary areas of research are innovative media and consumer behaviour, co-creation, brand management, brand communities, social media, consumer-company identification and fan behaviour.