Impacto da cocriação de valor nas organizações esportivas em Antioquia
DOI:
https://doi.org/10.17533/udea.efyd.e342206Palavras-chave:
clubes esportivos, cocriação de valor, criação de valorResumo
A partir de um modelo de equações estruturais utilizando Mínimos Quadrados Parciais (PLS-SEM), foi analisado o impacto da criação de valor no desempenho das organizações desportivas sem fins lucrativos (ODSL). A amostra de dados incluiu gestores desportivos e administrativos (n = 201) de diferentes ligas desportivas em Antioquia (Colômbia). Os resultados sugerem que as ligas desportivas em Antioquia co-criam valor ao desenvolver bens, produtos e serviços com consumidores e fornecedores, tendo um impacto significativo na sua criação de valor em várias dimensões, especialmente na dimensão de novas capacidades. Este artigo aborda como a cocriação de valor ocorre em clubes e organizações desportivas e identifica-a como um fator determinante na capacidade das organizações desportivas de aumentar o seu valor organizacional. Este estudo constitui uma valiosa contribuição para a gestão desportiva na América do Sul e pode ser utilizado pelas organizações desportivas como uma ferramenta de trabalho útil para a sua gestão.
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