How Three Japanese City Marathon Brands Overcame Double Jeopardy

Asian Sport Management Review, Aug. 2016

34 Pages Posted: 12 Oct 2016

See all articles by Frank M. Go

Frank M. Go

Erasmus University Rotterdam (EUR)

Chin-Kuang Chen

Rikkyo University

Remco Beek

Erasmus University Rotterdam (EUR)

Date Written: August 1, 2016

Abstract

This study examines whether sport events contribute towards place marketing, urban development, and city re-imaging. In particular, non-elite sport events such as city marathons have a participatory character that also contributes to social cohesion and a healthier population. However, many cities desiring to copy such success find themselves surrounded by an increasingly competitive environment and therefore face daunting challenges including the trap of Double Jeopardy theory. Through the lens of the service-dominant logic (Vargo & Lusch, 2004) a literature review helped to identify crucial concepts and practices that when presented in the Service Dominant Value Cycle (SDVC) Model offers a systematic framework so that stakeholders know how to contribute optimally to developing a successful city marathon. SDVC Modeling applied in qualitative case studies serves to develop a comprehensive understanding of both the value co-creation process and areas of tensions in three highly successful city marathons in Japan. First, the study seeks to contribute to advance understanding of sport event planning from the service-dominant logic perspective applied to marathon staging in the Japanese urban context. Second, the study takes a service-dominant logic approach in an effort to develop a blueprint, which city authorities might lever for organizing city marathons. Finally, the study provides evidence-based insights based on a cross-case analysis of the three discussed city marathons in Japan.

Keywords: Value Co-Creation, Mediating Effect, Brand Penetration, Japanese Marathons, Service-Dominant Logic

Suggested Citation

Go, Frank M. and Chen, Chin-Kuang and Beek, Remco, How Three Japanese City Marathon Brands Overcame Double Jeopardy (August 1, 2016). Asian Sport Management Review, Aug. 2016, Available at SSRN: https://ssrn.com/abstract=2851061

Frank M. Go (Contact Author)

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

Chin-Kuang Chen

Rikkyo University ( email )

1-2-26
Kitano
Niiza, Saitama 352-8558
Japan

Remco Beek

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

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