Marketing strategies: Two case studies of Real Madrid football club and Fenerbahçe Sports Club

---

Tezin Türü: Doktora

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, Eğitim Fakültesi, Beden Eğitimi ve Spor Bölümü, Türkiye

Tezin Onay Tarihi: 2018

Öğrenci: MERVE ALTUN EKİNCİ

Danışman: MEHMET SETTAR KOÇAK

Özet:

Within their dominant positions, Real Madrid Football Club (CF) and Fenerbahçe Sports Club (SC) present valuable examples for understanding the underlying factors of how two clubs differently develop value creating strategies to gain asporting and commercial position in the competitive scope of the football business. This study intends to analyze and compare the marketing strategies of Real Madrid CF & Fenerbahçe SC within the scope of Dolles & Söderman (2013a)‘s network of value captures research framework in football business. The current study was based on case study, in which data were collected from the executives of top-management level of Real Madrid CF (n=8) and Fenerbahçe SC through semi-structured interviews during the season of 2014-2016. For data analysis, Atlas.ti V7.0 was used. Triangulation of researchers and multiple sources were used to increase the reliability and validity of the study. Real Madrid CF and Fenerbahçe SC generated variety of value captures divided into two dimensions; team sport and customer grous. It can be concluded that the network of value captures of both club gained an understanding of which marketing strategies currently being used by these clubs, what essential elements of these marketing strategies composed and how the clubs structured these strategies to provide a competitive advantage among other clubs