Expressing Fenway: managing and marketing heritage within the global sports marketplace Online publication date: Fri, 27-May-2005
by Michael T. Friedman, Michael L. Silk
International Journal of Sport Management and Marketing (IJSMM), Vol. 1, No. 1/2, 2005
Abstract: Within a cluttered and competitive global marketplace, product differentiation has emerged as one of the keys to long-term organisational success. The ''expressive'' (Schultz et al., 2000) turn, emphasising the intangible, or symbolic, (e.g., brand image and heritage), has become vital in this battle for market share…and the imagination of the consumer (du Gay, 2000,p.71). Emblematic of this expressive response to the homogenising tendencies of transnational capital on the production and consumption of sports, we focus on the physical and imagined spaces of Fenway Park, Boston. Through addressing the responses of the Red Sox organisation to the perceived global context within which they operate, the contestations over the space of Fenway Park, and the resultant (and at times problematic) capitalisation and management of heritage as in an intangible marketing resource, we address the efforts to maintain, and sustain, competitive advantage in a global context.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook