Analysis of strategic success factors in the internationalization process of professional German football clubs

Master's Thesis from the year 2015 in the subject Health - Sport - Sport Economics, Sport Management, grade: 1,5, University of applied sciences, Cologne, language: English, abstract: This thesis aims to analyse professional German football clubs and their strategic approaches while internationalizing, providing a profound insight into the topic: "Analysis of strategic success factors in the internationalization process of professional German football clubs". The primary research question of this work is why, where and when professional German football clubs are entering foreign markets and which strategic processes have to be considered during the internationalization process, furthermore, which are successful? In addition, this study strives toward a better understanding of internationalization strategies of professional German football clubs analysing how they are internally structured as well as which internal and external factors could influence the internationalization? In order to evaluate the different strategic approaches "strategy profiles" for selected clubs are going to be considered based on structured quantitative interviews and compared as case studies. In this thesis, the research focuses on selected German Bundesliga clubs. Due to their financially weaker situation and lack of international importance, clubs from the Bundesliga 2 will not be considered. The mentioned selected clubs are Borussia Dortmund GmbH & Co. KGaA, FC Gelsenkirchen-Schalke 04 e.V. and VfL Wolfsburg-Fußball GmbH. In addition, in order to analyse the collaboration between the clubs and the German Football Association (DFL Deutsche Fußball Liga GmbH), the relationship between the clubs and the DFL will be examined. For the structured interviews with experts the author of this thesis developed an interviewer administered questionnaire guiding through the different interviews. Each interviewed expert was asked to respond to the same set of questions in a predetermined order. Trying to build a broad opinion profile and to create a better possibility of comparison at a uniform level, interviews with experts from the recently most successful and aspiring German Bundesliga clubs were conducted (Alexander Jobst, Thomas Röttgermann, Benedikt Scholz). Additionally, to analyse the interdependence between the clubs and the DFL an interview with the CEO of the DFL (Christian Seifert) was conducted. Due to the financially weaker situation and lack of international importance, clubs from the Bundesliga 2 were not considered.

Zusammenfassung
Master's Thesis from the year 2015 in the subject Sport - Sport Economics, Sport Management, grade: 1,5, University of applied sciences, Cologne, language: English, abstract: This thesis aims to analyse professional German football clubs and their strategic approaches while internationalizing, providing a profound insight into the topic: Analysis of strategic success factors in the internationalization process of professional German football clubs. The primary research question of this work is why, where and when professional German football clubs are entering foreign markets and which strategic processes have to be considered during the internationalization process, furthermore, which are successful? In addition, this study strives toward a better understanding of internationalization strategies of professional German football clubs analysing how they are internally structured as well as which internal and external factors could influence the internationalization? In order to evaluate the different strategic approaches strategy profiles for selected clubs are going to be considered based on structured quantitative interviews and compared as case studies. In this thesis, the research focuses on selected German Bundesliga clubs. Due to their financially weaker situation and lack of international importance, clubs from the Bundesliga 2 will not be considered. The mentioned selected clubs are Borussia Dortmund GmbH & Co. KGaA, FC Gelsenkirchen-Schalke 04 e.V. and VfL Wolfsburg-Fußball GmbH. In addition, in order to analyse the collaboration between the clubs and the German Football Association (DFL Deutsche Fußball Liga GmbH), the relationship between the clubs and the DFL will be examined. For the structured interviews with experts the author of this thesis developed an interviewer administered questionnaire guiding through the different interviews. Each interviewed expert was asked to respond to the same set of questions in a predetermined order. Trying to build a broad opinion profile and to create a better possibility of comparison at a uniform level, interviews with experts from the recently most successful and aspiring German Bundesliga clubs were conducted (Alexander Jobst, Thomas Röttgermann, Benedikt Scholz). Additionally, to analyse the interdependence between the clubs and the DFL an interview with the CEO of the DFL (Christian Seifert) was conducted. Due to the financially weaker situation and lack of international importance, clubs from the Bundesliga 2 were not considered.

Inhalt
List of Abbreviations List of Figures List of Tables1 Introduction1.1 Problem Statement1.2 Aim of the Work1.3 Research Method1.4 Structure2 Fundamentals of Internationalization Strategies2.1 History and Definitions of Strategy2.2 Phases of the Strategic Process2.3 Types of Strategies2.3.1 Corporate Strategy2.3.2 Business Strategy2.3.3 Intended and Emergent Strategies2.3.4 Alternative Views of Strategy2.4 Basics of Internationalization2.4.1 Definition and Characteristics2.4.2 Motives and Drivers for Internationalization2.4.3 Benefits of Internationalization2.4.4 Stages of Internationalization2.5 Process of Market Entry2.5.1 Target Markets and Emerging Markets2.5.2 Timing of Entry2.5.3 Market Entry Strategies2.5.4 Export2.5.5 Licensing2.5.6 Strategic Alliance2.5.7 Subsidiaries3 Internal and External Factors for Internationalization Strategies3.1 Strategic Analysis and Tools3.1.1 SWOT-Analysis3.1.2 PEST-Analysis3.1.3 Porters Five Forces Framework3.1.4 Market Research3.2 International Economic and Country Analysis3.3 Organizational Structures3.4 Role of Culture3.5 Political Environment and Country Risk3.6 Consumer Behaviour4 Characteristics of the professional German Football Market4.1 The Business of Football4.2 Structure of the Professional German Football Market4.2.1 The History of Professional German Football4.2.2 Facts and Figures of the Bundesliga4.2.3 Legal Structure of the Bundesliga4.3 Economic Characteristics of professional German Football Companies4.3.1 Change of Legal Structures4.3.2 Aims of Football Companies4.3.3 Internal and External Financing5 Case Studies of Internationalization Strategies5.1 Selection and Fact Sheets of the Analysed Football Clubs5.2 Position in the Internationalization Process5.3 Organisational Structure5.4 Motives of Internationalization5.5 Market Conditions5.6 Target Markets5.7 Mode of Entry and Timing5.8 Strategic Partners5.9 Collaboration between Clubs and DFL5.9.1 Role of the DFL5.9.2 International Subsidies5.9.3 International Media Markets and Trends5.10 Strategic Success Factors and Risks6 Critical Analysis and Recommendation7 Conclusion8 Appendix8.1 Appendix 1: Interview Alexander Jobst8.2 Appendix 2: Interview Thomas Röttgermann8.3 Appendix 3: Interview Benedikt Scholz8.4 Appendix 4: Interview Christian SeifertBibliography