Brand Management as a vantage point for revising developmental opportunities and challenges within contemporary women’s soccer in Sweden : the case of LdB FC Malmö

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Brand Management as a vantage point for revising developmental opportunities and challenges within contemporary women’s soccer in Sweden : the case of LdB FC Malmö

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Publication Article, peer reviewed scientific
Title Brand Management as a vantage point for revising developmental opportunities and challenges within contemporary women’s soccer in Sweden : the case of LdB FC Malmö
Author(s) Melkersson, Mattias
Date 2013
English abstract
Contemporary incentives arrayed by both international and national organizations show that women’s soccer is one of the fastest growing venues for female sports in Europe at the moment and that women’s soccer is undergoing significant development. Addressing what kind of opportunities and challenges women’s soccer might be facing, whilst being influenced by developmental aspects, seems to be a justified and important question. The intention of this article is to illustrate how developmental opportunities and challenges within women’s soccer can be viewed upon whilst revising the Swedish soccer club LdB FC Malmö’s approach for attaining a prosperous position in a Swedish soccer context. The article views LdB FC Malmö’s history and tactical approach from a brand management vantage point. An overall conclusion stresses that there is significance in how identity and values are being communicated which ultimately might have an impact on how developmental strengthening aspects are being encountered and implemented.
DOI http://dx.doi.org/10.1080/14660970.2013.843918 (link to publisher's fulltext)
Publisher Routledge
Host/Issue Soccer & Society;6
Volume 14
ISSN 1743-9590
Pages 834-849
Language eng (iso)
Subject(s) women´s soccer
Brand management
equality
gender
development
Humanities/Social Sciences
Research Subject Categories::SOCIAL SCIENCES
Handle http://hdl.handle.net/2043/16446 (link to this page)

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