Badminton Denmark as a Global Player in Asia: A Study on how Badminton Denmark can Increase its Popularity in Denmark through Asian Partnerships with a Focus on Cultural Differences and their Impact on the International Relationships

Charlotte Eliasen Carlsen

Studenteropgave: Kandidatafhandlinger


This thesis provides an understanding of international relationships within the sports industry and how they can solve or reduce complex issues of a sport federation. The purpose of the thesis aims to examine the extent to which international relationships can assist in achieving objectives despite the impact of cultural differences. The case used to analyze the objective of this thesis is Badminton Denmark since they are dependent on international relationship with Asia to reduce resource dependence and achieve complex objectives. Methods of analysis include a qualitative in-depth interview with the CEO of Badminton Denmark to receive internal information of strategic choices and a general understanding of the federation as an organization. Other analysis include a cultural country comparison to illustrate cultural implications of international relationships and how they are affected by them. The results showed that international relationships are complex and can reduce several issues, however, it is difficult to provide a general understanding of how an organization should implement and use the partnerships since they are particular to each specific situation. Furthermore, cultural differences between the partners impact the functioning of the international relationships, and organizations should, therefore, incorporate cultural understandings as a part of their implementation of international partnerships.

UddannelserCand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling
Antal sider86
VejledereSven Junghagen