Case Study on the Success Factors of Sport Marketing Companies in Korea

국내 스포츠 마케팅 기업의 창업 성공요인에 관한 사례연구

  • 이형권 (호서대학교 벤처전문대학원 벤처경영학과) ;
  • 박정근 (호서대학교 체육학과)
  • Received : 2013.04.30
  • Accepted : 2013.05.20
  • Published : 2013.05.31


The purpose of this study was to investigate the success factors of sports marketing companies in Korea. Four sport marketing companies were selected as research targets. Also, several data were collected through the books, articles, related literatures, and internet. In addiction, three in-depth interviews were conducted for the qualitative study. The results of this study was as follows. First, some sports marketing companies had been successful in business with big fund. Second, they used choice and focus strategies. Third, they had strategic and careful plans, and their own know-how for the blue ocean markets. Finally, they had expanded its business market by developing various strategies through the media.


sport marketing;sport marketing company;qualitative study;blue ocean market;sports management