A gestão estratégica em atividades desportivas
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2017
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O objetivo principal do presente trabalho é a análise da gestão estratégica em
atividades desportivas. Para tal utilizou-se uma metodologia qualitativa de índole
bibliográfica com a aplicação de um conjunto de artigos e obras de renome
científico para a análise do tema.
Colocou-se como objetivos específicos: determinar o objetivo de implementação
da gestão estratégica nas atividades desportivas; identificar quais os elementos
principais da gestão estratégica nas atividades desportivas; identificar numa das
modalidades, o futebol, qual o papel da gestão estratégica.
Atualmente, o desporto passou a ser um serviço indispensável para o dia-a-dia
das populações e por essa razão, exigiu cada vez mais dos seus promotores. As
organizações desportivas tradicionais deram lugar a novas dinâmicas, em que
se exige cada vez mais performance semelhantes às prestadas nos setores
empresariais.
O desporto é um produto e um serviço social, isto porque, é frequentemente
comercializado numa comunidade de pessoas. O marketing do desporto
necessita de identificar as características mais proeminentes que atraem os
espetadores, os participantes. É por isso, importante compreender como os
consumidores se identificam com o desporto para comercializá-lo de forma mais
eficaz. Muitas vezes, os consumidores apresentam uma perceção subjetiva do
marketing do desporto porque o associam às equipas e atletas com quem mais
se identificam.
Ao longo dos últimos 20 anos, surgiu uma nova tendência no desporto que
observou uma mudança do investimento no desporto e bem-estar.
Os resultados de estudo determinaram que o sucesso do desporto está
dependente de três importantes fatores, a organização, a gestão e a
administração. Destes três fatores, a gestão é a mais importante, pois inclui o
planeamento e a programação, a formulação de políticas e atividades de
coordenação.
The main objective of the present work is the analysis of strategic management in sports activities. For this purpose, a qualitative bibliographical methodology was used with the application of a set of articles and works of scientific reputation for the analysis of the theme. The specific objectives were: to determine the objective of implementing strategic management in sports activities; Identify the main elements of strategic management in sports activities; To identify one of the modalities, football, which is the role of strategic management. Nowadays, sport has become an indispensable service for the day-to-day of the population and for this reason, it has demanded more and more from its promoters. Traditional sports organizations have given way to new dynamics, in which more and more performance is demanded like those provided in the business sectors. Sport is a product and a social service, because it is often marketed in a community of people. Sports marketing needs to identify the most prominent features that attract spectators and participants. It is therefore important to understand how consumers identify with sport to market it more effectively. Often, consumers present a subjective perception of sports marketing because they associate it with the teams and athletes with whom they most identify. Over the past 20 years, a new trend has emerged in sport that has seen a shift in investment in sport and well-being. The study results determined that the success of sport is dependent on three important factors: organization, management and administration. Of these three factors, management is the most important because it includes planning and programming, policy formulation and coordination activities.
The main objective of the present work is the analysis of strategic management in sports activities. For this purpose, a qualitative bibliographical methodology was used with the application of a set of articles and works of scientific reputation for the analysis of the theme. The specific objectives were: to determine the objective of implementing strategic management in sports activities; Identify the main elements of strategic management in sports activities; To identify one of the modalities, football, which is the role of strategic management. Nowadays, sport has become an indispensable service for the day-to-day of the population and for this reason, it has demanded more and more from its promoters. Traditional sports organizations have given way to new dynamics, in which more and more performance is demanded like those provided in the business sectors. Sport is a product and a social service, because it is often marketed in a community of people. Sports marketing needs to identify the most prominent features that attract spectators and participants. It is therefore important to understand how consumers identify with sport to market it more effectively. Often, consumers present a subjective perception of sports marketing because they associate it with the teams and athletes with whom they most identify. Over the past 20 years, a new trend has emerged in sport that has seen a shift in investment in sport and well-being. The study results determined that the success of sport is dependent on three important factors: organization, management and administration. Of these three factors, management is the most important because it includes planning and programming, policy formulation and coordination activities.
Descrição
Orientação: Henrique Manuel Morais Diz
Palavras-chave
MESTRADO EM GESTÃO, GESTÃO, CLUBES DESPORTIVOS, GESTÃO ESTRATÉGICA, FUTEBOL, MANAGEMENT, SPORTS CLUBS, STRATEGIC MANAGEMENT, FOOTBALL