Herbert Woratschek

Herbert Woratschek
University of Bayreuth · Chair in Marketing & Service Management

Professor Dr.

About

258
Publications
79,868
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
1,866
Citations

Publications

Publications (258)
Conference Paper
While researchers in sport management increasingly address the relevance of customer engagement, there is still a gap in the literature on how sponsorship can drive customer engagement. While studies have shown favourable outcomes of activations of sponsorship rights with specific marketing activities (Weeks et al., 2008), recent studies demonstrat...
Article
Network approaches in sport management are mainly guided by the logic of sport products, where firms produce value that is used-up by consumers. This logic neglects the collaborative nature of sport. On the contrary, the logic of value co-creation provides a perspective where actors collaborate to co-create value in sport networks. Thus, this purel...
Article
Full-text available
There is a growing body of research into market shaping, the process whereby the deliberate actions of market actors create or transform market systems. However, extant studies focus primarily on individual actors who shape markets for economic advantage in Western contexts. This study investigates market shaping undertaken by a social entrepreneur...
Article
The aim of this research was to explain the importance of sport in the use of digital media services on mobile devices. Relevant factors related to mobile TV usage were identified and the strength of their influence was analyzed to show that sport is a driving force for mobile TV usage. Inspired by service-dominant logic (SDL) and the sport value f...
Chapter
https://sportsmanagement.digi.hansreitzel.dk/?id=285
Conference Paper
Our study contributes to the sponsorship literature by showing that sponsorship activation activites are not per se favourable for sponsors; success depends on how the activation measure is perceived by the spectators and if the sponsorship is perceived as authentic or not. Importantly, negative customer engagement behaviour after negatively percei...
Article
Purpose In this paper, Fantasy Sports (Hereafter FS) is conceptually classified as a concept of gamification for professional sport leagues. From a sporting perspective, FS is often criticized because such online activities may be at the expense of physical activities. Otherwise, gamification can ultimately lead to economic advantages for sport lea...
Article
The importance placed on student engagement strategies within higher education (HE) and the emphasis on sophisticated and expensive polices by universities has been well documented. In an increasingly competitive marketplace, the main aim of such resource intensive aims is fundamentally to attract students to their institutions. This study investig...
Chapter
Am Beispiel der Gestaltung von Ticketpreisen im Sport wird in diesem Kapitel gezeigt, dass eine Conjointanalyse sowohl in der Forschung als auch in der Praxis wertvolle Erkenntnisse liefern kann. Zum Einsatz kommt eine Befragung von Besuchern einer Sportveranstaltung, mit der man vor allem klären wollte, welche Segmente sich hinsichtlich der Ticket...
Article
Scholars forecast that globalization will require sport managers to have competencies in international business. Sport, due to its global nature, has become an international business, leading to sport management programs at postsecondary institutions growing in number and the marketing of such programs becoming a key success factor. In an increasin...
Chapter
Dieses Kapitel stellt verschiedene grundlegende Technologien vor, die von Shared-Service-Organisationen (SSO) zur digitalen Transformation eingesetzt werden und erläutert die Erfolgsfaktoren für deren Einführung in SSO. Innovationen beim technologischen Fundament der SSO-Aktivitäten, Enterprise-Resource-Planning(ERP)-Systeme und Business-Process-Ma...
Article
Research question: The few publications discussing sport sponsorship from a network approach lack sufficient explanations for resource integration. Building on the sport value framework, sponsorship, and engagement literature, our objective is to conceptualise sport sponsorship as an engagement platform on which the sponsee grants access and both s...
Conference Paper
This study responds to recent calls for work to investigate innovation from an institutional view. Although institutional change has already received considerable attention in healthcare service research, not much has been done so far to investigate the phenomenon at the front lines. In order to fill this gap, we use a case study approach with the...
Article
transfer - Zeitschrift für Kommunikation und Markenmanagement (http://www.transfer-zeitschrift.net/home/)
Article
Despite companies spending billions of dollars on sport sponsorship every year, little is known about how sponsoring companies make sponsorship decisions. Sponsors are expected to enter into sponsorship agreements strategically, so as to achieve corporate objectives. However, managers who make sponsorship decisions could also be motivated by their...
Article
Full-text available
Zusammenfassung Für die Finanzierung von Sportevents ist das Ticketing eine zentrale Einnahmequelle. Es liegen in diesem Bereich jedoch weder in Praxis noch Forschung valide Erfahrungsdaten vor. Der vorliegende Beitrag greift diese Forschungslücke auf und identifiziert die Bereitschaft von Sporteventzuschauern für Preisaufschläge (bzw. -abschläge)...
Article
Full-text available
Research question: Despite increasing global sponsorship expenditures, research on sponsorship decision-making remains limited. Sponsors are considered holistically as organisations that make sponsorship decisions. However, sponsorship decisions are usually group decisions on which several individuals collaborate. Although the industrial marketing...
Article
Purpose – There are different streams of research in the service marketing literature concerning value cocreation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a business-to-business context. The purpose of this research is to unde...
Article
The Sport Value Framework provides a new logic for value creation in sport based on the Service-dominant logic. The Sport Value Framework is a general theory with high level of abstraction, and there is no middle-range theory yet to link it to empirical data. The purpose of this research is to provide one middle-range theory connecting empirical fi...
Article
As social purpose organizations (SPOs) feature dual economic and social goals, contemporary research is beginning to grasp the importance of value creation being shared amongst network actors. However, how an SPO's business model can fully leverage the resources of others to enable and enhance value creation has not yet been fully explained. Drawin...
Article
Resource integration is fundamental to value cocreation. In service-dominant logic, operant resources are the primary interest of actors’ economic exchange. However, the resources in service-dominant logic are rarely classified and analysed in detail. In addition, natural resources are widely neglected in conceptualizations of resources and resourc...
Chapter
Nichts hält länger als eine gute Theorie. Logiken – im Sinne von Denkweisen – beeinflussen unsere Entscheidungen und die Art, wie wir uns Zusammenhänge vorstellen. Dieser Aufsatz bietet dem Leser eine neue Logik, die sich von der traditionell im Sportmanagement verwendeten Denkweise unterscheidet. Traditionell werden Sportevents als Produkte oder G...
Chapter
Traditionelle Ansätze der Markenführung reichen aufgrund der zunehmenden Komplexität und Dynamik im Sportmanagement für eine erfolgreiche Markenführung nicht mehr aus. Sie folgen der Logik der Sportgüter, die sich zunehmend als eine Logik des Misslingens herausstellt. Das Vernetzte Branding folgt der Logik der Wert-Kokreation, die eine Logik des Ge...
Conference Paper
Aim of the research: Despite the increase of global sponsorship expenditures, there is still limited research on how sponsors make a sponsorship decision (Walliser, 2003). Sponsorship decisions are group decision where several individuals collaborate. There are only the two studies of Arthur, Scott, and Woods (1997) and Aguilar-Manjarrez, Thwaites,...
Article
Purpose This study aims to deal with actor engagement practices and identifies different roles in actor engagement (AE), using the service-dominant logic (S-D logic) literature and the pivotal concept of value co-creation within the frame of engagement platforms. Design/methodology/approach The context of this research is an online health communit...
Conference Paper
Purpose - The purpose of the study is to investigate which institutions are beneficial or detrimental for service innovation in healthcare and how micro-level actors can advocate institutional change. Methodology - A case study approach is adopted as overarching research strategy. This method is suitable for under-explored issues and answers resear...
Chapter
Angesichts disruptiver Technologien entstehen neue Geschäftsmodelle. Dies hat Auswirkungen auf die Markenpolitik sowie die Bedeutung von Marken und deren Markenwert. Netzwerke und damit verbundene Marketingtheorien wie die Service Dominant Logic (SDL) werden zum zentralen Bezugsrahmen moderner Markenpolitik. Durch das innovative von der SDL abgelei...
Article
In light of the recent developments in marketing theory, namely service-dominant logic and value co-creation, the development of customer satisfaction and customer loyalty deserves reconsideration to broaden the mostly firm-centric earlier approaches. We propose a framework that includes the contributions of co-creating actors and identification wi...
Article
Full-text available
Research question: Do club managers know enough about their spectators? Fan protests against increasing ticket prices in European sports show the ongoing disconnect between fans and clubs. The purpose of this article is to examine sport event spectators’ preferences for tickets and their willingness to pay (WTP) considering innovative ticket featur...
Article
Why do sport managers invest in merchandising activities and how do those activities affect sport fans’ behavior? In this article, we analyze the relevance of team merchandise usage to fan behavior determinants. We survey fans of the top basketball league in Germany to investigate the effect of merchandise usage on their team identification, fan sa...
Article
Full-text available
Purpose The purpose of this paper is to introduce a new business model logic, highlighting value processes in and properties of platform business models to inform business model thinking from a systemic and dynamic perspective. It challenges the idea of firms managing, influencing and controlling entire activity systems. Design/methodology/approa...
Article
Full-text available
Purpose The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network setting. Design/methodology/approach A 2×2 experimental desi...
Article
Turnover of employees is a key challenge for companies. The same is true for sports clubs that must set appropriate incentives to decrease their athletes’ turnover intention. As salary caps and team budgets restrict monetary incentives, the purpose of this paper is to investigate the effect of organizational support on turnover intention of profess...
Chapter
This book chapter is intended to add to the existing literature by taking a closer look at the social relationships of football fans. Social relationships are the culture that evolves between two or more people (McCall, 1970; Wood, 1982). They build on strong bonds that emerge from the interaction between individuals as they act according to common...
Chapter
Full-text available
Extract from book summary: Contemporary sport business is international. From global sport competitions and events, sponsorship deals and broadcasting rights to labour markets and lucrative flows of tourists, anybody working in sport business today has to have an international perspective. This book offers the broadest and most in-depth guide to th...
Article
Full-text available
Emotionen sind für viele Bereiche der Betriebswirtschaftslehre und insbesondere des Marketings relevant. Dieser Beitrag verfolgt das Ziel, einen umfassenden Überblick zur Emotionsforschung in diesen Bereichen zu geben. Dabei stehen folgende Forschungsfragen im Fokus: Welche Fragestellungen zu Emotionen wurden bereits untersucht? Wie können diese un...
Conference Paper
Full-text available
We investigated the influences of organisational objectives and managers' personal interests on sponsorship decisions using the Delphi method.
Conference Paper
Sport sponsors have various expectations and try to achieve heterogeneous goals with their sponsorships. However, there is a clear tendency to spend more money on clubs with higher sporting success and better image. Club image is a key variable since sport managers can control their club’s image more efficiently than players’ motivation or sporting...
Data
Social media offers significant scope for consumer engagement and brand building. This paper adds to the extant literature by developing an integrative framework of key drivers of consumer-brand relationships in Facebook brand pages (FBP) including different targets of identification and perceived relationship investment. The empirical study confir...
Chapter
Eine konsequent wertorientierte Unternehmensführung erfordert die Ergänzung ökonomischer Erfolgs- und Steuerungsgrößen durch kundenspezifische Kennzahlen. In diesem Zusammenhang haben die Konzeption und die Messung von Kundenwerten besondere Relevanz erlangt. Aus theoretischer Perspektive betrachtet wäre es sinnvoll, anhand von Kundenwert-Reaktions...
Article
Full-text available
practitioners in recent years. We contribute to previous research by proposing an integrative model that includes consumer–brand identification, customer satisfaction, and price image to investigate the interrelationships among these constructs as well as their effects on brand loyalty and positive word of mouth. To provide general results, we empi...
Chapter
Der Service Quality-Value Framework zeigt, dass eine hohe Dienstleistungsqualität von Shared Services den ökomischen Erfolg sicherstellt. Eine Fokussierung auf relevante Prozesse der internen Dienstleistungsqualität sollte dabei anhand geeigneter Wertschöpfungskonfigurationen (Wertkette, Wertshop, Wertnetz) erfolgen. Gemäß der primären Aktivitäten...
Article
Full-text available
During mega-sport events, such as FIFA World Cup or Olympic Games, Fan Fests and other public viewing events have been developed as an innovative value proposition for watching sports. Those events attract millions of sport spectators worldwide. Event organizers have already realized the tremendous economic potential, yet sport management literatur...
Chapter
Angesichts disruptiver Technologien entstehen neue Geschäftsmodelle. Dies hat Auswirkungen auf die Markenpolitik sowie die Bedeutung von Marken und deren Markenwert. Netzwerke und damit verbundene Marketingtheorien wie die Service Dominant Logic (SDL) werden zum zentralen Bezugsrahmen moderner Markenpolitik. Durch das innovative von der SDL abgelei...
Chapter
Full-text available
Wertschöpfungskonfigurationen skizzieren, in welcher Art und Weise im Rahmen der Leistungserstellung Wert generiert wird bzw. welche Aktivitäten zentral für die Wertschöpfung sind (Stadtelmann, Lindner und Woratschek (2015)). In diesem Beitrag werden mit der Wertkette, dem Wertshop und dem Wertnetzwerk die in Wissenschaft und Praxis etablierten Ans...
Article
Full-text available
Abstract This study integrates consumer-brand identification and customer satisfaction as core relationship drivers to study their interrelationships as well as the effects on customer loyalty and word-of-mouth communication. Considering multiple interacting targets of identification in brand communities, the empirical study unfolds the multifacete...
Conference Paper
Service dominant (S-D) logic is premised upon a service centric approach to marketing. The S D logic emphasises that value is co created with customers, the use of operant resources, and that value is conceptualised subjectively and realised when the customer uses firm offerings (Skålen & Edvardsson, 2016). The S-D logic guides actors toward unders...
Conference Paper
Game day revenues build an essential pillar of clubs’ income. Variable ticket pricing (VTP) is often used to maximize game day revenues. However, in most sport organisations ticket prices are intuitively fixed and rarely based on estimations of spectators’ willingness-to-pay (WTP). Furthermore, there is only little research about VTP in sport manag...
Article
Full-text available
This paper applies the perspective of service-dominant logic, specifically value co-creation in service ecosystems to the context of sports. It builds on the notion that co-created value can only be understood as value-in-context. Therefore, a structural model is developed and tested for different contexts of spectating live broadcasts of football...
Conference Paper
The Balanced Scorecard is the best known performance measurement system that has already been applied and discussed in many industries. Professional team sport clubs and leagues have started to implement such systems. Those clubs and leagues have realized that they must control critical success factors, like their talent development, to remain comp...
Article
Research question: A key task for sports managers of elite sports clubs is to create an ideal environment that enables athletes to perform at their best. Therefore, we investigate the relationship among monetary incentives, organizational support, and athletic performance in elite team sports. Research methods: This study is the first in sports man...
Conference Paper
Online reviews have become highly influential sources of information for consumers in travel markets. This paper focuses on the perception of online reviews for hotels that are posted in different contexts: Facebook, a travel community, and Tripadvisor. In an experimental study (N=476) manipulating these three contexts, the influence of reviewer ch...
Data
Full-text available
Social media offers significant scope for consumer engagement and brand building. This paper adds to the extant literature by developing an integrative framework of key drivers of consumer-brand relationships in Facebook brand pages (FBP) includ- ing different targets of identification and perceived relationship investment. The empirical study conf...
Chapter
Research question: Sports economic theory and management models have frequently been criticised for not sufficiently explaining phenomena in sport management. This article addresses this gap by proposing a conceptual framework that can be used to understand sport management problems and derive appropriate strategies. Research methods: The framework...
Conference Paper
Full-text available
The extant literature on the service-dominant logic generally treats value as being co-created. This perspective almost intuitively implies that the entire co-creation context determines value. This research investigates a structural model with a key focus on context. Comparing different contexts of spectating live broadcasts of football games duri...
Conference Paper
In recent years, market research agencies have studied merchandising revenue streams in sports extensively and scholars have assessed the drivers of those merchandising sales (O’Reilly et al., 2015, in press). PWC (2014) estimates that merchandising revenues in North American sport in 2015 are US$13.48 billion, or 21.3% of total revenues in sport i...
Article
Full-text available
Social media offers significant scope for consumer engagement and brand building. This paper adds to the extant literature by developing an integrative framework of key drivers of consumer-brand relationships in Facebook brand pages (FBP) including different targets of identification and perceived relationship investment. The empirical study confir...
Chapter
Wertschöpfungskonfigurationen zeigen die Art und Weise auf, wie Wert im Verlauf eines Leistungserstellungsprozesses generiert wird bzw. welche Aktivitäten zentral für die Wertschöpfung sind. Von wertschöpfenden Aktivitäten wird immer dann gesprochen, wenn Produkte oder Dienstleistungen so miteinander gekoppelt werden, dass deren Kombination einen g...