Institut for Forretningsudvikling og Teknologi

Ismail Golgeci

Cause-related marketing, legitimacy and internationalization of professional service firms: A case study of a football talent scouting microfirm

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Cause-related marketing, legitimacy and internationalization of professional service firms : A case study of a football talent scouting microfirm. / Arslan, Ahmad; Golgeci, Ismail; Haapanen, Lauri ; Tarba, Shlomo; Cooper, Cary; Degbey, William.

I: International Marketing Review, Bind 37, Nr. 5, 2020, s. 885-899.

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

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Arslan, Ahmad ; Golgeci, Ismail ; Haapanen, Lauri ; Tarba, Shlomo ; Cooper, Cary ; Degbey, William. / Cause-related marketing, legitimacy and internationalization of professional service firms : A case study of a football talent scouting microfirm. I: International Marketing Review. 2020 ; Bind 37, Nr. 5. s. 885-899.

Bibtex

@article{9aa66b4864174a4e9388e9f8478f9192,
title = "Cause-related marketing, legitimacy and internationalization of professional service firms: A case study of a football talent scouting microfirm",
abstract = "Purpose – The purpose of this paper is to address the role of legitimacy ininternationalization to Africa of a Finnish professional service microfirm, which uses cause-related marketing (CRM) as the business model.Design/methodology/approach – The paper consists of a single case study of amicrofirm (two employees) originating from Finland, which has successfullyinternationalized to many African countries. Due to the uniqueness of the context, the authors use semi-structured interviews to collect founders{\textquoteright} insights to the issue being addressed. Moreover, along with interviews, secondary sources related to football talent scouting in Africa are also utilized in the paper.Findings – The authors found that the case company was established with the aim of helping and uplifting poor African footballers, so the business model is CRM. It has scouted many of them for professional football clubs in Europe. The authors further found that sociopolitical legitimacy plays a major role in dealing with African footballers and local stakeholders, while cognitive legitimacy helped the case firm gain the trust of European football clubs.Originality/value – Internationalization of microfirms operating in the service sector is a rather underresearched area compared to the internationalization of SMEs and large MNEs. The paper is one of the first to study internationalization of a professional service microfirm involved in scouting football talent in Africa and matchmaking them with European football clubs. It contributes to extant CRM and internationalization literature by being one of the first to analyze a firm whose business model revolves around CRM and discussing specific roles of different kinds of legitimacies needed for internationalization to Africa in this specific service sector",
author = "Ahmad Arslan and Ismail Golgeci and Lauri Haapanen and Shlomo Tarba and Cary Cooper and William Degbey",
year = "2020",
doi = "10.1108/IMR-05-2019-0143",
language = "English",
volume = "37",
pages = "885--899",
journal = "International Marketing Review",
issn = "0265-1335",
publisher = "Emerald Group Publishing",
number = "5",

}

RIS

TY - JOUR

T1 - Cause-related marketing, legitimacy and internationalization of professional service firms

T2 - A case study of a football talent scouting microfirm

AU - Arslan, Ahmad

AU - Golgeci, Ismail

AU - Haapanen, Lauri

AU - Tarba, Shlomo

AU - Cooper, Cary

AU - Degbey, William

PY - 2020

Y1 - 2020

N2 - Purpose – The purpose of this paper is to address the role of legitimacy ininternationalization to Africa of a Finnish professional service microfirm, which uses cause-related marketing (CRM) as the business model.Design/methodology/approach – The paper consists of a single case study of amicrofirm (two employees) originating from Finland, which has successfullyinternationalized to many African countries. Due to the uniqueness of the context, the authors use semi-structured interviews to collect founders’ insights to the issue being addressed. Moreover, along with interviews, secondary sources related to football talent scouting in Africa are also utilized in the paper.Findings – The authors found that the case company was established with the aim of helping and uplifting poor African footballers, so the business model is CRM. It has scouted many of them for professional football clubs in Europe. The authors further found that sociopolitical legitimacy plays a major role in dealing with African footballers and local stakeholders, while cognitive legitimacy helped the case firm gain the trust of European football clubs.Originality/value – Internationalization of microfirms operating in the service sector is a rather underresearched area compared to the internationalization of SMEs and large MNEs. The paper is one of the first to study internationalization of a professional service microfirm involved in scouting football talent in Africa and matchmaking them with European football clubs. It contributes to extant CRM and internationalization literature by being one of the first to analyze a firm whose business model revolves around CRM and discussing specific roles of different kinds of legitimacies needed for internationalization to Africa in this specific service sector

AB - Purpose – The purpose of this paper is to address the role of legitimacy ininternationalization to Africa of a Finnish professional service microfirm, which uses cause-related marketing (CRM) as the business model.Design/methodology/approach – The paper consists of a single case study of amicrofirm (two employees) originating from Finland, which has successfullyinternationalized to many African countries. Due to the uniqueness of the context, the authors use semi-structured interviews to collect founders’ insights to the issue being addressed. Moreover, along with interviews, secondary sources related to football talent scouting in Africa are also utilized in the paper.Findings – The authors found that the case company was established with the aim of helping and uplifting poor African footballers, so the business model is CRM. It has scouted many of them for professional football clubs in Europe. The authors further found that sociopolitical legitimacy plays a major role in dealing with African footballers and local stakeholders, while cognitive legitimacy helped the case firm gain the trust of European football clubs.Originality/value – Internationalization of microfirms operating in the service sector is a rather underresearched area compared to the internationalization of SMEs and large MNEs. The paper is one of the first to study internationalization of a professional service microfirm involved in scouting football talent in Africa and matchmaking them with European football clubs. It contributes to extant CRM and internationalization literature by being one of the first to analyze a firm whose business model revolves around CRM and discussing specific roles of different kinds of legitimacies needed for internationalization to Africa in this specific service sector

U2 - 10.1108/IMR-05-2019-0143

DO - 10.1108/IMR-05-2019-0143

M3 - Journal article

VL - 37

SP - 885

EP - 899

JO - International Marketing Review

JF - International Marketing Review

SN - 0265-1335

IS - 5

ER -