MKT 829 Lecture Notes - Lecture 4: Glocalization, 2014 Winter Olympics, David Beckham
9 Nov 2015
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Document Summary
Sport, and thus sport marketing, are highly subjective. Environments we exist in micro, macro, consumer, all dictate and drive sport and marketing"s development differently. Canadian football is closer to rugby bigger balls. Who developed these sports define what they mean. Hockey being created in canada means its our game. Rugby is seen as an upper class sport where it was born in the uk. Cricket is an upper class sport in england; in india its played on the streets by kids. National culture; the pattern of assumptions that have been invested, discovered or developed, and then taught to new members as the correct way to perceive, think feel. The perception of fans in canada for hockey. Media has built hockey players to be very simple. Cold war between russia and us, boycotting games. In 1976 china didn"t come to montreal olympics. 1884 us said not going to russian games, russians said not going to us games.
