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Schafmeister ellert präsentation 2012

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Vortrag im Rahmen des 12. internationalen Symposiums Sport und Ökonomie, 31.05. und 01.06.2012, in Hamburg

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Schafmeister ellert präsentation 2012

  1. 1. Effizienz des Handels A N A N A N A H N A N A N 9€ 6€
  2. 2. Effizienz des Handels bei monopolistischer Anbieterstrukur N N A N A H N N N 3€ 4€
  3. 3. Prof. Dr. Guido Schafmeister, Prof. Dr. Guido EllertWertschöpfung und SportübertragungsrechteWas macht Sportrechte wertvoll?
  4. 4. Aktuelle Vermarktung Wertvolle Theorie Wertvolle Vermarktung ? RIGHT MONOPOLY!MAP"1.3.2 " ©2010"Andreas"Küffner" t" E! Verband!X! Inhalt! Laufzeit! Strategie! E! E! Second!Party! Prozess! Rights! Research! TV!Werbe! Vermarkter! Verband!Y! Verhandlung! Vertrag! Strategie! Draw! Verhandlung! TVSender! Verband! markt! ThirdParty! Rights! Agentur! Verband!XY! Erfolg! Vermarkter! Verband! aus!Gruppe! Cluster! Analyse!! Strategie! Entscheidung! Budget! Gruppe!! FederaLon! Media! GOALS! EVIDENCE! GOALS! RESOLVE! PLAN! PLAN! KPI`s! Medien! TV!3! TVWerbe! recht! sportl.!! Infos! markt! TVSender!Performance! Erfolg! W! Banden! Vertrag! Partner! rechte! Vertrags! Vermarktung! SOURCE!A! situaLon! Verband!XY! Vertrag! SOURCE!B! W! W! Struktur! TV! TV!2! Potenzial! rechte! TV!1!Added!value! prepara;on"phase" purchasing"phase" sales"phase" €" Quelle: Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring Value for Competitive Advantage: On Chains, Shops, and Networks. Strategic Management Journal, 19(5), 413-437.
  5. 5. 2004""""""""""2005""""""""""2006""""""""""2007""""""""""2008""""""""""2009 "2010 " " "2011 " " "2012 t" "" Ausschreibung""""""Vorauswahl""""Auswahl"""""""""""""""""Bekanntgabe"Gastgeber:"""""""""""""""""""Ausschreibung"der"" für"EURO"2012"""""""aus"8"M>"5"""""""aus"5"M>"3"""""""""""""""Ukraine"und"Polen""""""""""""""""""""""""""""""Medienrechte"für"" Draw" Qualifika/onsrunde"zur"EURO"2012" Draw" EURO"2012" Gastgeber"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""EURO"2012"Endrunde" E) Verband)X) Inhalt) Laufzeit) Strategie) E) E) Second)Party) Prozess) Rights) Research) TV#)Werbe#) Vermarkter) Verband)Y) Verhandlung) Vertrag) Strategie) Draw) Verhandlung) TV#Sender) Verband) markt) ThirdParty) Rights) Agentur) Verband)XY) Erfolg) Vermarkter) Verband) aus)Gruppe) Cluster) Analyse)) Strategie) Entscheidung) Budget) Gruppe)) FederaKon) Media) GOALS) EVIDENCE) GOALS) RESOLVE) PLAN) PLAN) KPI`s) Medien#) TV)3) TV#Werbe#) recht) sportl.)) Infos) markt) TV#Sender) Performance) Erfolg) W) Banden#) Vertrag) Partner) rechte) Vertrags#) Vermarktung) SOURCE)A) situaKon) Verband)XY) Vertrag) SOURCE)B) W) W) Struktur) TV#) TV)2) Potenzial) rechte) TV)1) Added)value) prepara/on"phase" purchasing"phase" sales"phase" €"Quelle:Ergebnis eines Abschlussarbeit Küffner / Ellert (MHMK) in Kooperation mit Kentaro
  6. 6. Quelle:Porter, M. E. (1985). Competitive advantage: creating and sustaining superior performance. New York: Free Press.
  7. 7. Wertkette •  Sequentielle Transformation von Produktionsfaktoren in Güter und Dienstleistungen. •  Primäre und unterstützende Aktivitäten. •  Analyse der Kosten- und Werttreiber relativ zum Branchendurchschnitt. •  Strategieoptionen: Kostenführerschaft oder Differenzierung.Quelle:Porter, M. E. (1985). Competitive advantage: creating and sustaining superior performance. New York: Free Press.
  8. 8. Quelle:Schafmeister, G. (2004). Wertschöpfungskonfigurationen bei Sportdienstleistern - unter besonderer Berücksichtigung von problemlösenden Unternehmen.In A. Meyer (Hrsg.), Dienstleistungsmarketing (pp. 169-187). Wiesbaden. Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring Value for CompetitiveAdvantage: On Chains, Shops, and Networks. Strategic Management Journal, 19(5), 413-437.
  9. 9. Wertshop •  Problemlöser •  Informationsasymmetrie •  Interaktivität •  Einzelfälle •  Aktivitäten laufen zyklisch, iterativ und unstetig. •  Primäre und unterstützende Aktivitäten. •  Kostensenkungsaktionen sind weniger bedeutend. •  Konzentration auf die Wertaktivitäten und den Aufbau von Reputation.Quelle:Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring Value for Competitive Advantage: On Chains, Shops, and Networks. Strategic Management Journal, 19(5),413-437. Thompson, J. D. (1967). Organizations in Action. New York, St. Louis, San Francisco, Toronto, London, Syndey: Mc Graw-Hill Book Company.
  10. 10. Quelle:Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring Value for Competitive Advantage: On Chains, Shops, and Networks. Strategic Management Journal, 19(5),413-437.
  11. 11. Wertnetz •  Intermediationsfunktion (Co-Creation). •  Simultan ablaufende Aktivitäten. •  Primäre und unterstützende Aktivitäten. •  Analyse der angebotenen und der genutzten Serviceleistungen und der damit verbundenen Kosten- und Werttreiber. •  Strategieoptionen: Vertikale und horizontale Integration.Quelle:Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring Value for Competitive Advantage: On Chains, Shops, and Networks. Strategic Management Journal, 19(5),413-437. Thompson, J. D. (1967). Organizations in Action. New York, St. Louis, San Francisco, Toronto, London, Syndey: Mc Graw-Hill Book Company.
  12. 12. Kriterien für die Strategieauswahl Horizontale Integration gering intensiv Vertikale Integration gering E. of Scale E. of Scale and Scope intensiv Optimierung E. of Scope bestehender Strukturen
  13. 13. Vertikale Integration – Eigener Wettbewerb, eigenes Recht
  14. 14. Horizontale Integration – transmediale Story
  15. 15. Optimierung – ein möglicher Ansatz
  16. 16. Aktuelle Vermarktung Wertvolle Theorie Wertvolle Vermarktung RIGHT MONOPOLY!MAP"1.3.2 " ©2010"Andreas"Küffner" Eigener Wettbewerb t" Ø  E! Verband!X! Inhalt! Laufzeit! Strategie! E! E! Second!Party! Prozess! Rights! Research! TV!Werbe! Vermarkter! Verband!Y! Verhandlung! Vertrag! Strategie! Draw! Verhandlung! TVSender! Verband! markt! Transmediale Story ThirdParty! Rights! Agentur! Verband!XY! Erfolg! Ø  Vermarkter! Verband! aus!Gruppe! Cluster! Analyse!! Strategie! Entscheidung! Budget! Gruppe!! FederaLon! Media! Optimierung GOALS! EVIDENCE! GOALS! RESOLVE! PLAN! PLAN! KPI`s! Ø  Medien! TV!3! TVWerbe! recht! sportl.!! Infos! markt! TVSender!Performance! Erfolg! W! Banden! Vertrag! Partner! rechte! Vertrags! Vermarktung! SOURCE!A! situaLon! Verband!XY! Vertrag! SOURCE!B! W! W! Struktur! TV! TV!2! Potenzial! rechte! TV!1!Added!value! prepara;on"phase" purchasing"phase" sales"phase" €" Quelle: Stabell, C. B., & Fjeldstad, Ø. D. (1998). Configuring Value for Competitive Advantage: On Chains, Shops, and Networks. Strategic Management Journal, 19(5), 413-437.

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