SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport

Given the importance and prevalence of commercialization in intercollegiate sport, outsourcing sport marketing functions has become a popular business decision with the possibility of becoming more popular in the future. Yet, there is a lack of research about outsourcing in sport marketing with respect to decision making factors when determining whether or not to outsource some aspects of an organization’s marketing functions. Thus, the purpose of this case study is to examine sport marketing outsourcing decision-making factors using a SWOT and AHP combined model. These results indicate that decision makers at this institution consider strengths, or potential positive outcomes, more importantly than weaknesses, opportunities, and threats. Specifically, financial return is the most important decision making factor for decision makers whereas cost minimization is not as important. 2010 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved. * Corresponding author. Tel.: +1 330 972 8607; fax: +1 330 972 5293. E-mail address: [email protected] (S. Lee).