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Six Sigma sales and marketing: application to NCAA basketball

Six Sigma sales and marketing: application to NCAA basketball Purpose – Today's economic climate has fueled intense competition for entertainment dollars, including those spent on professional and intercollegiate sports. The purpose of this paper is to provide insight and demonstrate the use of the Six Sigma methodology as a way to improve event attendance in a sports marketing setting. Design/methodology/approach – The research utilizes the define‐measure‐analyze‐improve‐control (DMAIC) sequence to evaluate customer requirements and develop recommendations. Surveys, focus groups, and descriptive statistics comprise an important set of tools utilized to accomplish this aim. Findings – The paper concludes that Six Sigma can be readily applied to a sports marketing setting by explicitly demonstrating the steps employed to reverse a four‐year decline in attendance for a collegiate men's basketball program. Originality/value – The paper is unique in detailing the use of Six Sigma, a traditional quality improvement methodology, in a sports marketing setting. It also highlights the unique elements associated with fully implementing a Six Sigma project in such a seasonal setting as an athletic enterprise. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Journal of Business Emerald Publishing

Six Sigma sales and marketing: application to NCAA basketball

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References (32)

Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1935-5181
DOI
10.1108/19355181211274433
Publisher site
See Article on Publisher Site

Abstract

Purpose – Today's economic climate has fueled intense competition for entertainment dollars, including those spent on professional and intercollegiate sports. The purpose of this paper is to provide insight and demonstrate the use of the Six Sigma methodology as a way to improve event attendance in a sports marketing setting. Design/methodology/approach – The research utilizes the define‐measure‐analyze‐improve‐control (DMAIC) sequence to evaluate customer requirements and develop recommendations. Surveys, focus groups, and descriptive statistics comprise an important set of tools utilized to accomplish this aim. Findings – The paper concludes that Six Sigma can be readily applied to a sports marketing setting by explicitly demonstrating the steps employed to reverse a four‐year decline in attendance for a collegiate men's basketball program. Originality/value – The paper is unique in detailing the use of Six Sigma, a traditional quality improvement methodology, in a sports marketing setting. It also highlights the unique elements associated with fully implementing a Six Sigma project in such a seasonal setting as an athletic enterprise.

Journal

American Journal of Business – Emerald Publishing

Published: Oct 19, 2012

Keywords: United States of America; Six Sigma; Marketing strategy; Sporting events; Attendance; DMAIC; Sports marketing

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