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RAUSP Management Journal

versão On-line ISSN 2531-0488

Resumo

COSTA, Marconi Freitas da; COSTA, Carlos Everaldo; ANGELO, Claudio Felisoni de  e  MORAES, Walter Fernando Araújo de. Perceived competitive advantage of soccer clubs: a study based on the resource-based view. RAUSP Manag. J. [online]. 2018, vol.53, n.1, pp.23-34. ISSN 2531-0488.  https://doi.org/10.1016/j.rauspm.2016.08.001.

This research analyzes how professional soccer clubs perceive the competitive advantages they possess in the light of the resource-based view, given their internal resources and external aspects. In addition, the research develops a model with variables (equity, brand, communication, product, sponsors, and competitors) in order to understand soccer clubs’ perception of their competitive advantage in the soccer market, without comparison to actual competitive advantage. The survey was conducted between the second half of 2013 and the first half of 2014. Quantitative methods were employed, which included the use of structured questionnaires and multivariate analysis through multiple regression. Data were collected from soccer clubs participating in major championships. The results show that, among the variables in the model, only the variables of brand management strategy, communication, and competition significantly influence the soccer clubs’ perception of competitive advantage in the industry. The differential of this research is in the approach to data collection, as sources of information came from professional soccer clubs linked to major world football leagues.

Palavras-chave : Strategy; Resource-based view; Football clubs; Competitive advantage; Perception.

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