Aligning governance, brand governance and social media strategies for improved organizational performance: a qualitative comparative analysis of national sport organizations

IF 1.9 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM Sport Business and Management-An International Journal Pub Date : 2023-09-14 DOI:10.1108/sbm-03-2023-0031
Arthur Lefebvre, Milena M. Parent, Marijke Taks, Michael L. Naraine, Benoit Séguin, Russell Hoye
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Abstract

Purpose This paper aims to explore the potential configurations of governance, brand governance and social media strategies leading to effective organizational performance. Design/methodology/approach A fuzzy-set Qualitative Comparative Analysis including 28 Canadian national sport organizations (NSOs) and six conditions highlighted two sufficient configurations for effective organizational performance, defined as either budget per capita or athlete numbers. Findings Although no single component of governance, brand governance, or social media strategy is necessary to succeed overall, brand reputation and the strategic use of social media to communicate NSO identity were common to both identified configurations. Accountability was important for effective organizational performance in terms of budget per capita, while transparency was more important for higher athlete numbers. Thus, condition specificity is paramount in non-profit organizations that often have multiple objectives. Originality/value This study provides substantial theoretical and managerial implications, including the need to integrate brand governance and social media in non-profit organizations' overall governance activities.
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调整治理、品牌治理和社会媒体战略以提高组织绩效:国家体育组织的定性比较分析
本文旨在探讨治理、品牌治理和社交媒体策略的潜在配置,从而提高有效的组织绩效。设计/方法/方法一项模糊集定性比较分析包括28个加拿大国家体育组织(nso)和六个条件,突出了有效组织绩效的两种充分配置,定义为人均预算或运动员数量。尽管治理、品牌治理或社交媒体策略中的任何一个组成部分都不是整体成功所必需的,但品牌声誉和战略性地使用社交媒体来传达NSO身份在两种确定的配置中是共同的。就人均预算而言,问责制对有效的组织绩效很重要,而透明度对运动员人数的增加更为重要。因此,条件特异性在通常有多个目标的非营利组织中是至关重要的。本研究提供了大量的理论和管理意义,包括在非营利组织的整体治理活动中整合品牌治理和社交媒体的必要性。
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来源期刊
Sport Business and Management-An International Journal
Sport Business and Management-An International Journal HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.10
自引率
15.40%
发文量
25
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