Naslov
World Cup 2014: Macromarketing Views from Croatia

Autori
Grbac, Bruno ; Shultz, Clifford

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 40th Annual Macromarketing Conference - Marketing as Provisioning Technology: Integrating Perspectives on Solutions for Sustainability, Prosperity, and Social Justice / Shultz II, Clifford ; Benton, Raymond ; Kravets, Olga - Chicago (IL) : The Macromarketing Society, Quinlan School of Business - Loyola University Chicago, 2015, 309-314

Skup
40th Annual Macromarketing Conference - Marketing as Provisioning Technology: Integrating Perspectives on Solutions for Sustainability, Prosperity, and Social Justice

Mjesto i datum
Chicago (IL), Sjedinjene Američke Države, 25.06.2015. - 28.06.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
FIFA world cup; macromarketing; Croatia

Sažetak
A study on the effects of the FIFA World Cup, an organizationally, financially, economically and politically demanding quadrennial sporting spectacle that affects billions of global citizens. This reality raises questions about the effects of the World Cup on the marketing system of the host country and the participating countries, as well as institutions and people in them. As a step toward sharing insights the authors analyzed secondary data and conducted field research to assess retail, catering, banking, advertising, fan zones, betting establishments, and consumer behavior in three of the largest cites in Croatia, a country that has seen considerable success in recent FIFA tournaments, including the World Cup. Findings revealed a number of positive changes in the political, economic, social, technological, corporate and consumer spheres. It was concluded that the organization of the World Cup contributed to geo-political harmony, manifested in the strengthening of unity among states competing in sport instead of economic and armed conflicts. On the other hand, a certain process of trivialization in culture is observed, where one branch of sport and its protagonists ‘touch the stars’ and become national heroes and symbols of success while the real creators and bearers of new values, such as entrepreneurs, managers, scientists and artists remain comparatively neglected. Given the impact on the global marketing system, football/soccer is considerably more than a game, and must be administered, studied and interpreted accordingly.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA