Pedaling Progress: Exploring the Business Development Strategies for the Tour de France

Abstract

This thesis explores the strategic decision-making processes involved in selecting Denmark as the host for the Grand Départ of the Tour de France in 2022, focusing on its alignment with the business development strategies of A.S.O., the organizers of Tour de France. Utilizing a grounded theory approach, this study analyzes qualitative data from semi-structured interviews and reviews relevant secondary sources to suggest theoretical and practical insights.
The findings indicate that Denmark was chosen for its cycling infrastructure and national enthusiasm, which align with A.S.O.’s strategic emphasis on selecting meaningful locations. Nonetheless, the selection of Denmark appeared less effective in meeting other critical business development criteria for the Tour de France. The influence of interpersonal relationships and proactive stakeholder engagement points to a nuanced approach to decision-making. Based on empirical findings and existing literature, this thesis proposes an extension to the Garbage Can Model that integrates the critical role of relationships into the decision-making framework.
This thesis emphasizes the importance of aligning host location attributes with the strategic branding and development goals of event organizers and underscores the value of cultivating relationships with decision -makers. By integrating these approaches, aspiring host locations may enhance their bids to host global sports events. Accordingly, the thesis strives to bridge theoretical insights with practical applications, providing a nuanced understanding of the dynamics that influence the selection of host cities for major sporting events.