Thursday afternoon 1.00 – 1.30pm Empirical evidence for the Sport Value Framework–the bridging role of the Sport Cluster concept in sport marketing theory

‘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 understanding value as co created and assessed in use by customers in their social contexts (Lusch & Vargo, 2014). Extending the S D logic, Woratschek et al. (2014) provided a fundamentally new logic known as the Sport Value Framework (SVF). The SVF proposes that sport should be analysed in the context of the entire value co creation system of sport industries (meso level) rather than from the perspective of single actors (individuals, organisations).