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The Fifa World Cup: Analyses And Interpretations Of The World’S Biggest Sporting Spectacle, Clifford J. Shultz, Rodrigo Castilhos, Andres Alberto Barrios Fajardo, Bruno Grbac, Andreas Chatzidakis, Alexander Nill, Almir Peštek
The Fifa World Cup: Analyses And Interpretations Of The World’S Biggest Sporting Spectacle, Clifford J. Shultz, Rodrigo Castilhos, Andres Alberto Barrios Fajardo, Bruno Grbac, Andreas Chatzidakis, Alexander Nill, Almir Peštek
School of Business: Faculty Publications and Other Works
This special session assembles scholars from various countries with keen interests in the marketing and societal dynamics of the world’s most popular sporting spectacle, the FIFA World Cup. It builds on a stream of research in, for example, ethology (e.g., Morris 1981) economics (e.g., Kuper and Szymanski 2014) consumer behavior (e.g., Shultz 1998; Tavassoli, Shultz and Fitzimons 1995), marketing (e.g., Shultz et al. 2010) and macromarketing (Shultz and Burgess 2011) that explores the systemic complexities of this enormous, global extravaganza and the extent to which it benefits and/or harms myriad players, fans, local and global consumers, companies, governments, societies and …
World Cup 2014: Macromarketing Views From Croatia, Clifford J. Shultz
World Cup 2014: Macromarketing Views From Croatia, Clifford J. Shultz
School of Business: Faculty Publications and Other Works
309 World Cup 2014: Macromarketing Views from Croatia Bruno Grbac, University of Rijeka, Croatia Clifford Shultz, Loyola University Chicago, USA This extended abstract is an abriged version of a longer document articulating a study on the effects of the FIFA World Cup, an organizationally, financially, economically and politically demanding quadrennial sporting spectacle that affects billions of global citizens. This reality raises questions about the effects of the World Cup on the marketing system of the host country and the participating countries, as well as institutions and people in them. As a step toward sharing insights the authors analyzed secondary data …