Title: The unprecedented commercialisation of Indian cricket: a study using total interpretive structural modelling

Authors: Amay Yeravdekar; Abhishek Behl

Addresses: Symbiosis Society, Symbiosis International University, Pune, Maharashtra, India ' Shailesh J. Mehta School of Management, Indian Institute of Technology, Bombay, India

Abstract: The advancements in the field of sports, especially cricket, are multidimensional. Of the various aspects of cricket, branding and commercialisation are two areas that have received insufficient attention, both theoretically and empirically. The present study aims to develop a conceptual framework using total interpretive structural model to develop a hierarchy of enablers for commercialisation of cricket. The research also discusses the reasons for inter linkages between the enablers. The study accounted for 11 enablers and discovered that facility given at the school or primary level is the key enabler for commercialising the game. The study also found out that state-of-art infrastructure, scholarships given to the players, and motivating incentives from the government are some of the other important enablers that could act as catalysts in enhancing the positive aspects of commercialisation in the game. The study lays foundation for similar discussion for other sports and for empirically testing the formulated model.

Keywords: commercialisation; cricket; interpretive structural modelling; ISM; MICMAC; enablers; total interpretive structural modelling; TISM.

DOI: 10.1504/IJSOM.2018.095558

International Journal of Services and Operations Management, 2018 Vol.31 No.3, pp.277 - 302

Received: 08 Jun 2016
Accepted: 03 Dec 2016
Published online: 11 Oct 2018 *

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