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Strategic analysis of medal markets at the Winter Olympics: Introducing an index to analyse the market potential of sports disciplines

Despite the evidence of nations investing strategically into their elite sport systems to produce Olympic success, there is a lack of knowledge on how national-level decision-makers can employ a strategy to analyse the competitive environment concerning sports contested in the Olympic Winter Games. In this paper, the concept of market potential analysis, which is commonly applied in economics, is proposed as a method to enable these investment decisions to be based on sound evidence. The markets for Olympic awards, i.e. medals (top 3 places) and diplomas (i.e. top 8 places) are compared in alpine skiing, biathlon, cross country, speed skating, freestyle skiing, short track and snowboarding from 1992 to 2018. The most notable changes are identified in cross country (2002), biathlon (2006), freestyle skiing (2014), snowboarding (2006 and 2014) and speed skating (2018). Drawing on strategic management literature analysing the changes in market potential in relation to the market-governing organisations, the strategic evidence of these findings is highlighted by discussing the role of the International Olympic Committee (IOC) and the respective International Federations. These organisations govern the competition in the Olympic awards` markets by introducing new events and altering qualification rules. With reference to principles of mainstream economics, decision-makers who understand the underpinning governing mechanisms of the competition at the Olympic Games can exploit this intelligence strategically to develop a sustainable competitive advantage over their rivals.
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Aiheet: talviolympialaiset talviurheilu urheilu arviointi organisaatio urheilupolitiikka Kansainvälinen olympiakomitea urheiluliitto kansainvälinen kansallinen
Aihealueet: urheilun johto ja organisaatio järjestöt ja tapahtumat
DOI: 10.1108/TPM-10-2018-0068
Julkaisussa: Team Performance Management
Julkaistu: 2019
Julkaisutyypit: kirja
Kieli: englanti (kieli)
Taso: kehittynyt