Foreign Market Entry Modes of Running Events- the internationalization of GöteborgsVarvet Half marathon

Abstract

Sports events are becoming increasingly globally important in social and economic terms. The number of people traveling abroad aiming to participate in those events has strongly increased in recent years. However, in the world‘s largest half marathon - the ‗GöteborgsVarvet‘ - held annually in Gothenburg, Sweden, the rate of foreign participants is still relatively low. Although a wide range of studies have been conducted within sports and event management, the attention towards developing an internationalization strategy for such kind of events is relatively low. The aim of the thesis is to fill this gap, by analyzing the case of GöteborgsVarvet and developing possible foreign market entry modes. The modes discussed in the thesis rank from cooperative forms, e.g. joint venture and marketing alliances, to wholly owned modes, like sales outlets and qualification races. The survey is based on qualitative and quantitative data. The results indicate that, in addition to choosing a foreign market entry mode that fits the specific event, there needs to be a close fit between destination and event in order to be able to attract foreign runners. Furthermore, in order for the internationalization of GöteborgsVarvet to succeed, it requires for the organization of GöteborgsVarvet to truly find or develop motives for it. The first step is then for the organization of GöteborgsVarvet to develop their website. If there is a desire to further internationalize, our recommendations are to explore the possibilities of qualification races abroad and establish partnerships with other running events.