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Strategic analysis of medal markets at the Winter Olympics

Strategic analysis of medal markets at the Winter Olympics This paper aims to propose the concept of market potential analysis, which is commonly applied in economics, as a method to enable these investment decisions to be based on sound evidence.Design/methodology/approachThe markets for Olympic awards, i.e. medals (top three places) and diplomas (i.e. top eight places) are compared in alpine skiing, biathlon, cross country, speed skating, freestyle skiing, short track and snowboarding from 1992 to 2018.FindingsThe most notable changes are identified in cross country (2002), biathlon (2006), freestyle skiing (2014), snowboarding (2006 and 2014) and speed skating (2018).Originality/valueIn spite of the evidence of nations investing strategically in their elite sport systems to produce Olympic success, there is a lack of knowledge on how national-level decision makers can use a strategy to analyse the competitive environment concerning sports contested in the Olympic Winter Games. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Team Performance Management Emerald Publishing

Strategic analysis of medal markets at the Winter Olympics

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References (86)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1352-7592
DOI
10.1108/tpm-10-2018-0068
Publisher site
See Article on Publisher Site

Abstract

This paper aims to propose the concept of market potential analysis, which is commonly applied in economics, as a method to enable these investment decisions to be based on sound evidence.Design/methodology/approachThe markets for Olympic awards, i.e. medals (top three places) and diplomas (i.e. top eight places) are compared in alpine skiing, biathlon, cross country, speed skating, freestyle skiing, short track and snowboarding from 1992 to 2018.FindingsThe most notable changes are identified in cross country (2002), biathlon (2006), freestyle skiing (2014), snowboarding (2006 and 2014) and speed skating (2018).Originality/valueIn spite of the evidence of nations investing strategically in their elite sport systems to produce Olympic success, there is a lack of knowledge on how national-level decision makers can use a strategy to analyse the competitive environment concerning sports contested in the Olympic Winter Games.

Journal

Team Performance ManagementEmerald Publishing

Published: Aug 5, 2019

Keywords: Competitive advantage; International Olympic Committee; Market-based view; Olympic winter games; Market potential analysis

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