Strategic service innovation in the sports industry: case of the Korean Professional Baseball League
by So Ye Yang; Paul Hong
International Journal of Services and Operations Management (IJSOM), Vol. 41, No. 3, 2022

Abstract: This paper investigates how service innovation in sports industry improves its competitiveness and public reputation. Through innovative marketing of professional league activities, active recruiting of professional coaches and players from major countries and creating passionate team-driven cheering culture, Korean Professional Baseball League has changed the landscape of team sports - baseball in particular. This paper examines the success factors of service innovation from industry development stage and individual career growth perspective. Lesson and implications are discussed.

Online publication date: Thu, 05-May-2022

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