1University of Novi Sad, Faculty of Sports and Physical Education, Novi Sad, Serbia
2Western Balkan Sport Innovation Lab, Podgorica, Montenegro
Marketing Concept in Elite Team Sports Clubs in Serbia: Impact of Leadership Styles, Organizational Learning Culture, and Climate for Innovation
Monten. J. Sports Sci. Med. 2022, 11(1), 71-80 | DOI: 10.26773/mjssm.220309
This research tested the interactions among organizational learning culture, leadership styles, climate for innovation, and marketing concept of sports clubs in team sports. The study included elite sport managers (N=118), from four team sports (football, basketball, handball, and volleyball), who participated in the highest rank of national competition in Serbia. The organizational learning culture was measured with attitudes of respondents about the organizational learning culture at individual, team or group level, and organization as dichotomous variables, while leadership styles used the MLQ self-assessment questionnaire. The climate for innovation scale was measured with scales for assessing organizational support for creativity, maladaptation, support for innovation, and resource supply. The presence/absence of components of the different marketing mix aspects was measured as a four-dimensional variable for evaluation marketing concept. The results supported the mediation and path models. Direct effect to variable marketing concept is noticed only in the organizational learning culture, while climate for innovations and leadership style did not have a direct effect on the marketing concept. Indirect effects revealed that the status of the sports branch, the market position of each club in its sport competitive results, and the education background of managers' impact marketing concept in team sports in Serbia. The theoretical and practical contributions of obtaining results are discussed.
organizational culture, innovation climate, sports marketing
View full article
(PDF – 290KB)
Armstrong, R. (2019). Critical realism and performance measurement and management: Addressing challenges for knowledge creation. Management Research Review, 42 (5), 568–585. https://doi.org/10.1108/MRR-05-2018-0202
Avolio B.J., & Bass B.M. (2004). Multifactor Leadership Questionnaire. Manual and sampler set. (3rd ed.) Redwood City, CA: Mind Garden.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182. https://doi.org/10.1037//0022-35188.8.131.523
Borins, S. (2000). Loose cannons and rule breakers, or enterprising leaders? Some evidence about innovative public managers. Public Administration Review 60 (6), 498–507. https://doi.org/10.1111/0033-3352.00113
Bosselut, G., Guilbert, L., & Chareyre, L. (2020). Transformational leadership and creativity in sport: Examining the mediating role of support for innovation. Journal of Sports Sciences, 38 (23), 2698-2707. https://doi.org/10.1080/02640414.2020.1796186.
Damanpour, F., & Schneider, M. (2008). Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers. Journal of Public Administration Research and Theory, 19 (3), 495-522.
Escamilla-Fajardo, P., Núñez-Pomar, J. & Parra-Camacho, D. (2019). Does the organizational climate predict the innovation in sports clubs? Journal of Entrepreneurship and Public Policy, 8 (1), 103-121. https://doi.org/10.1108/JEPP-03-2019-104.
Feddersen, N. B., Morris, R., Littlewood, M. A., & Richardson, D. J. (2020). The emergence and perpetuation of a destructive culture in an elite sport in the United Kingdom. Sport in Society, 23(6), 1004–1022. https://doi.org/10.1080/17430437.2019.1680639.
Foster, G., Greyser, P. and Walsh, B. (2006). The Business of Sports: Texts and Cases on Strategy and Management. London: Thomson South-Western.
Herrera, R., & Lim, J. (2003). Job satisfaction among athletic trainers in NCAA division Iaa institutions. The Sport Journal, 24 (1), 1-7.
Hu, L, & Bentler, P.M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling, 6 (1), 1–55.
James, J. D., & Ridinger, L. L. (2002). Female and male sport fans: A comparison of sport consumption motives. Journal of Sport Behavior, 25 (3), 260.
Judd, C. M., & Kenny, D. A. (1981). Process analysis: Estimating mediation in treatment evaluations. Evaluation Review, 5 (5), 602-619.
Jurak, G., Bednarik, J. (2010). Leadership in non-governmental sports organisations in Slovenia. Acta Universitatis Palackianae Olomucensis, Gymnica, 40 (4), 41-51.
Kearney, R. C., Feldman, B. M., & Scavo, C. P. F. (2000). Reinventing government: City manager attitudes and actions. Public Administration Review, 60 (6), 535-47.
Maksimovic, N., Milosevic, Z., Matic, R., & Obradovic, B. (2011). Leadership styles of executives in team sports. In: M. Mikalacki & G. Bala (eds.). 2nd International Scientific Conference „Exercise and quality of life“, 24-26.03.2011. (445-449). Novi Sad: Faculty of Sport and Physical Education.
Maksimović, N., Raič, A. (2007). Marketing u sportu. [Marketing in sport]. XIV Međunarodni interdisciplinarni simpozijum „Ekologija, sport, fizička aktivnost i zdravlje mladih“, 394-400. Novi Sad: Maraton.
Maksimović, N., Raič, A. (2012). Sportski menadžment. [Sport Management]. Novi Sad: Fakultet sporta i fizičkog vaspitanja.
Megheirkouni, M. (2017). Leadership styles and organizational learning in UK for-profit and non-profit sports organizations. International Journal of Organizational Analysis, 25 (4), 596-612. https://doi.org/10.1108/IJOA-07-2016-1042
Milne, G.R., & McDonald, M.A. (1999). Sport marketing: Managing the exchange process. Sudbury, MA: Jones and Bartlett Publishers.
Mumford, M. D., Zaccaro, S. J., Connelly, M. S. & Marks, M. A. (2000). Leadership skills: conclusions and future directions. Leadership Quarterly, 11 (1), 155–170.
Nunnally, J.C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill.
Pasebani, F., Mohammadi, S., Yektatyar, M. (2012). The relationship between organizational learning culture and job satisfaction and Internal service quality in sport organizations in Iran. Archives of Applied Science Research, 4 (4), 1901-1905.
Popovic, Stevo. (2017). Contemporary Sports Product and Making a Brand. Exercise and Quality of Life, 9 (1), 37-41. 10.31382/eqol.170605.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.
Sarros, J. C., Gray, J., Densten, I., Parry, K., Hartican, A., & Cooper, B. (2005). The Australian leadership survey 3: Leadership, organizational culture and innovation of Australian enterprises. Retrieved September 12, 2021, from http://www.aim.com.au/research/ABLS_report.pdf
Smith, A., & Shilbury, D. (2004). Mapping cultural dimensions in Australian sporting organizations. Sport Management Review, 7 (2), 133-165.
Smith, N.L., Green, B.C. (2020). Examining the factors influencing organizational creativity in professional sport organizations. Sport Management Review, 23 (5), 992-1004. https://doi.org/10.1016/j.smr.2020.02.003
Svensson, P. G., & Mahoney, T. Q. (2020). Intraorganizational conditions for social innovation in sport for development and peace. Managing Sport and Leisure, 25 (3), 220-238. https://doi.org/10.1080/23750472.2020.1727358
Tuna, B. (2014). The influence of person-organization fit on contextual performance and its impact on organizational effectiveness: The moderating role of organizational climate. Doctoral Dissertation, Yeditepe University Institute of Social Sciences, Istanbul.
Wang, G., Oh, S., Courtright, S. H., & Colbert A. E. (2011). Transformational leadership and performance across criteria and levels: A meta-analytic review of 25 years of research. Group & Organization Management, 36 (2), 223–270.
Wann, D. L. (1995), Preliminary Validation of the Sport Motivation Scale. Journal of Sport and Social Issues, 19 (1), 377-97.
Williams C. (2010). Principi Menadžmenta. [Principles of Management] Beograd: Data status.
Wolfe, R., Wright, P. M., Smart, D. L. (2006). Radical HRM innovation and competitive advantage: The Moneyball story. Human Resource Management, 45 (1), 111–145.
Xie, D. (2005). Exploring organizational learning culture, job satisfaction, motivation to learn, organizational commitment, and internal service quality in a sport organization. PhD dissertation, Ohio State University.