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(Mktg of Sports--Intro) Kelley_JSM_1999



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An executive summary for managers and executive readers can be found at the end of this issue Franchise relocation and sport introduction a sports marketing case study of the Carolina Hurricanes fan adoption plan Scott W Kelley Associate Professor of Marketing School of Management Gatton College of Business and Economics University of Kentucky Lexington Kentucky USA K Douglas Hoffman Associate Professor of Marketing College of Business Colorado State University Fort Collins Colorado USA Sheila Carter Marketing Manager Carolina Hurricanes Hockey Club Morrisville North Carolina USA Keywords Sport Marketing strategy Franchising Leisure Services marketing Abstract Franchise relocation and sport introduction are becoming commonplace in professional sports However many franchises have found that developing fan acceptance is often challenging The fan adoption process is presented as a systematic framework that guides strategy development from creating fan awareness through adoption An examination of the Carolina Hurricanes inaugural season 1997 1998 provides a variety of examples of how marketing strategy evolves throughout the fan adoption process Introduction Franchise relocation and sport introduction the introduction of a sport to new markets are becoming frequent occurrences across sport categories Fan acceptance of these new home teams is crucial to the success of these multi million dollar moves and introductions The consumer adoption process provides sports marketers with a systematic framework for the development of strategies that facilitate fan movement from the awareness stage to the adoption stage When implemented effectively the fan adoption plan converts potential fans into avid fans Case study methodology In this paper we utilize a case study methodology to investigate a sports franchise s marketing activities directed toward the facilitation of fan adoption Case study research methods have been advocated by a number of researchers in the social sciences e



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