And, considering the complexity of the phenomenon, it is very unlikely that there will be an adequate theory in the near future.


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Internationalization as a form of diversification or market modification is one of the best in this case. And what are the internal and external factors, which could influence the internationalization?

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Furthermore, the question arises which of the approaches will prove most successful considering individual circumstances of a given club? Looking at the diversity of literature there has been empirical work attempting to the topic. Various research studies focus on individual disciplines like marketing, sponsoring, management, merchandising, brand building and many more.


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It can be noted, that partial aspects of internationalization were examined in existing literature, however, the specialization on internationalizing strategies of professional German Bundesliga football clubs constitutes a novelty and therefore does not depict a conflict regarding the scientific potential. This thesis aims to analyse professional German football clubs and their strategic approaches while internationalizing, providing a profound insight into the topic: The primary research question of this work is why, where and when professional German football clubs are entering foreign markets and which strategic processes have to be considered during the internationalization process, furthermore, which are successful?

In addition, this study strives toward a better understanding of internationalization strategies of professional German football clubs analysing how they are internally structured as well as which internal and external factors could influence the internationalization? In this thesis, the research focuses on selected German Bundesliga clubs. Due to their financially weaker situation and lack of international importance, clubs from the Bundesliga 2 will not be considered. The overall research question of this thesis is why, where and when professional German football clubs are entering foreign markets?

With the help of primary literature, secondary literature, as well as the collection of empirical data by means of structured quantitative interviews, the primary research question is going to be answered. By conducting interviews, it is possible to gather valid and reliable data that is relevant to the research question, while an interview is defined as a purposeful discussion between two or more people.

Each interviewed expert was asked to respond to the same set of questions in a predetermined order. Trying to build a broad opinion profile and to create a better possibility of comparison at a uniform level, interviews with experts from the recently most successful and aspiring German Bundesliga clubs were conducted. The questioned experts are listed in table 1.

Archive of Thesis/Dissertation Alexander Zureck ESF D-FU4 FINN kombin.

The international relevance as well as the current position in the Bundesliga were additional factors for selecting the mentioned club officials. Due to the financially weaker situation and lack of international importance, clubs from the Bundesliga 2 were not considered. The following chapter gives a brief overview of the structure of this thesis. After the introduction in chapter one, the reader is introduced to the common theories and terms related to strategy and internationalization in chapter two.

Furthermore, an overview of academic research and state of the art definitions of strategy with regard to numerous companies from various countries and business sectors as well as the fundamentals of internationalization are given. Chapter three describes which internal and external factors have to be taken into consideration while internationalizing, giving examples of specific strategic and environmental analysis tools. Chapter four focusses on the general characteristics of the football business as well as on the specific characteristics of the professional German football market.

In the following chapter, chapter five, the conducted structured quantitative interviews with experts are evaluated, focussing on the primary research question of this thesis, why, where and when professional German football clubs are internationalizing? Moreover, the strategic processes during internationalization are presented. While chapter six critically analyses the outcomes of the structured quantitative interviews also giving a recommendation, a final conclusion is drawn in chapter seven.

In the following chapters the reader is introduced to the theories and terms related to strategy and internationalization, with regard to different companies from various countries and business sectors. Therefore, chapter two gives a general overview of academic research and state of the art definitions of strategy as well as different strategies by academic researchers.

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In addition, the fundamentals of internationalization strategies like characteristics, motives, benefits and stages as well as the process of market entry in the general strategic context are going to be explained. The history of strategic management can be traced back several thousand years. In ancient China, about BC, strategist and philosopher Sun Tzu offered thoughts on strategy that continue to be studied carefully by business and military leaders today.

While strategy is the overall plan for deploying resources to establish a favourable position a tactic is a scheme for a specific action. Strategy remains one of the most contested and ill-defined concepts in management theory.

Since, many famous academics have done intensive research on the topic in the past decades the practice and concept of strategy has a multitude of meanings as well as definitions. Accordingly, strategy is a complex concept that includes many different processes and methods within an organization. Strategies do not happen just by themselves even more, strategy involves people, especially the managers who decide and implement strategy.

Porter, one of the leading strategy theorists states that: Based on the strategy components a strategy is built on a vision, mission and business objectives while the task of strategic management is to convey the vision into the mission. It has no way of determining whether it is making progress. Stages of Strategic Development own figure, adapted from Griffin, R.

What all strategies have in common is the fact that for a period of some years, they determine the success potentials, which the company must either maintain or newly construct. Corporate strategies mainly give answers to the question in what areas the company will operate and which market-related interdependencies and synergies between business units are taken into account.

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