Sport new media
by James P. Santomier, Joshua A. Shuart
International Journal of Sport Management and Marketing (IJSMM), Vol. 4, No. 1, 2008

Abstract: One of the dominant strategies currently used to address increased complexity in competitive business environments is to adopt technology at all levels of the enterprise. New media is a dimension of technology that is being adopted almost universally by sport enterprises worldwide. The purpose of this paper which is based on meta-analysis, secondary sources, technical reports and interviews, is to build on current knowledge related to sport new media to discuss: (1) new media technologies relevant to the sport industry and (2) considerations for developing and implementing sport new media projects. Within the complex global business environment, sport managers should be prepared to identify: (1) sport new media resources and technologies relevant to and appropriate for their enterprise and (2) benefits and potential opportunities offered by new media adoption.

Online publication date: Wed, 26-Mar-2008

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