Digital Transformation in Sports: How Digital Transformation Influences Value Creation in Sports Organizations

Nanna Juli Lauth Poulsen

Studenteropgave: Kandidatafhandlinger


The purpose of this research paper is to provide an understanding of the possible changes digital transformation creates on sports organizations and value creation based on existing organizations digital platforms and business models. Three different sports organizations and their digital offering were analyzed through a coding procedure, of secondary data obtained from their websites, and other reliable sources with information regarding their service offering. The first parameter was to analyze the business models through a digital business model framework in order to understand the nature of their offering. Furthermore, the value creation and co-creational level derived from servicedominant logic were analyzed through the analysis of their data and business model. Following that the various parameters were compared with the aim of revealing differences and similarities between the organization’s digital offerings. Through the cross-case comparison the revealed a range of dynamics that lead to co-creation within the organizations. The value drivers that derive in the usage of the platforms, entailing benefits for each of the organizations and network participants resulting in an outcome reflecting on the community and society surrounding the sports organizations. The reflection of the findings within the analysis includes the value creation in business and sports, a reflection on the competitive advantage that can be obtained through the digital transformation and the application of digital technologies. The research concludes with the practical implications digital transformation has on organizations and the management practice, being the implications, it has on existing sports organizations and those who are considering adopting new digital services, and new approach on how value co-creation is captured through their new digitals service and thereby digital busines model. To summarize this leads this research provides the sports management field with a better understanding of the phenomenon and the important implications it has on their organizations business model.

UddannelserMSc in Business Administration and E-business, (Kandidatuddannelse) Afsluttende afhandling
Antal sider93
VejledereXiao Xiao