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No. of bitstreams: 1 Ivan_Rizzo.pdf: 2595347 bytes, checksum: 1586a46a8ae1843dc9e9692ee54c0dec (MD5) Previous issue date: 2017-03-13 / Entidades esportivas tais quais clubes, federações, ONGs (Organizações Não Governamentais) e outras formas de organizações esportivas não lucrativas se tornaram organizações de interesse público mundial e não podem mais ser consideradas como fenômenos meramente locais, sendo reconhecidas tanto em mercados tradicionais (como Europa) ou mercados emergentes como Brasil, China e Índia e novas praças para o futebol como a América do Norte. Entre tanto, a grande disparidade entre clubes que pertencem aos principais mercados do futebol (chamados de “Big Five – Alemanha, Espanha, França, Inglaterra e Itália) representa um potencial de distanciar-se de equipes de outras ligas que pode afetar a capacidade de estes outros times investir além de seus mercados originais. O objetivo esta pesquisa é identificar os principais fatores para a internacionalização de uma equipe de futebol brasileira, por meio da abordagem teórica de redes estratégicas e visão institucional e identificar a dinâmica entre estes fatores, por meio da proposição de um modelo conceitual que descreve o desempenho de Organizações Esportivas Não Lucrativas. A revisão da literatura revela que os laços e conexões que permitem acesso a recursos inimitáveis, corridas de aprendizado e tornarse líder ou estar em posição estratégica em determinada rede estratégica são os principais fatores para a formação de uma rede visando a internacionalização de determinada entidade esportiva. Para atingir este objetivo, esta pesquisa foi realizada por meio de uma pesquisa exploratória qualitativa em estudo de caso único, utilizando a organização Sport Club Corinthians Paulista como objeto, com dados coletados via entrevistas semiestruturadas com 15 (quinze) atores-chave da organização (entre gestores e ex-gestores, jornalistas e parceiros de negócio). Os principais achados da pesquisa e o modelo proposto ao final desta pesquisa consideram a capacidade de aquisição de recursos de terceiros e as capacidades organizacionais internas como vetores do desempenho superior, além do tamanho da organização, sua imagem ou reputação além de fatores institucionais são fatores relevantes para a internacionalização de uma organização esportiva em redes estratégicas. Como contribuição teórica, organizações com marcas ou imagem superiores à média são fatores relevantes para a criação ou entrada em uma rede estratégica. Em relação à contribuição gerencial, destaca-se uma sequência de fatores que viabilizam a internacionalização de uma organização esportiva que visa audiência global. / Sports entities such as clubs, federations, NGOs (Non-Governmental Organizations), and other forms of nonprofit sports organizations (NPSOs) can no longer be considered as local phenomenon to become organizations known broadly all over the world and public interest and awareness can be perceived not only in Brazilian market, as in traditional markets (such as European audience) and on emerging markets as China and India, new markets to football such as North America. However, the great disparity among clubs that belong to the called “Big Five” (English, French, German, Italian and Spanish Leagues) has potential to develop such a great distance to teams from other leagues that can have an effect on these teams capacity to invest beyond their original markets. The objective of this research is to identify the main factors for Brazilian football team internationalization by strategic networks and institutional view approaches by proposing a conceptual model which describes NPSO’s performance. Literature review reveals that ties and connections to inimitable resources, learning races and being a leader or to be in an important position in network are main factors for network formation in order to achieve internationalization. For that purpose it was adopted a qualitative exploratory research in single case study, with a Brazilian NPSO, Sport Club Corinthians Paulista – in this research called Corinthians, data was collected by in depth-interviews with fifteen key respondents. These depth-interviews were conducted with Corinthians’ management, business partners, as well as sports management journalists from major Brazilian media companies. At the end of this research it is proposed a performance model for nonprofit sports organizations, which considers the resource acquisition capacity, internal capabilities as antecedents to its performance. Main findings revealed that resource acquisition capabilities, organization`s size, brand and image reputation, in addition of institutional environmental are relevant factors for internationalization by networks. As a theoretical contribution, firms having strong brand and image reputation with resources that will strength network are an important factor for a firm entering a network or to form one. Regarding managerial perspective, a main contribution is to propose a sequence of factors for sports organizations aiming to achieve global audience.

Syftet med studien var att undersöka hur anställda inom organisationer uppfattar ledaren, desspersonliga varumärke i relation till organisationens varumärke och om medarbetarna uppleveratt dessa parametrar resulterar i en ökad arbetsvilja. För att undersöka syftet användesfrågeställningarna: Hur uppfattas ledaren och ledarens personliga varumärke av de anställdainom en organisation? Hur uppfattas ledarens personliga varumärke i relation tillorganisationens? Upplevs dessa parametrar vara viktiga incitament till en ökad arbetsvilja?Totalt deltog tolv medarbetare från östra, södra och sydvästra Sverige, medelåldern var 30 åroch deltagarna hade i snitt arbetat på sina respektive arbetsplatser i 6,5 år. En semistruktureradintervjuguide med fyra fastställda teman (ledarskap, personligt varumärke,organisationens varumärke och arbetsvilja) användes. Resultatet visade att åtta av studiensdeltagares ledare applicerar en mer human och positiv ledarskapsstil (exempelvisdemokratiskt och tranformellt ledarskap). Fler än hälften uppfattade sina ledares personligavarumärken som varma och kompetenta. Nio av studiens deltagare uppfattade organisationensvarumärke som kapabla och välmenande och åtta deltagare upplever att ledarens ochorganisationens varumärke överensstämmer med varandra. Generellt inspirerar ledarnastudiens deltagare. Resultatet tolkades utifrån två teoretiska ramverk (Stereotype ContentModel och Brands As Intentional Agents Framework) samt tidigare forskning. Studienshuvudsakliga fynd indikerade att medarbetarna upplever studiens olika parametrar somviktiga incitament till en ökad arbetsvilja. Men att ledarens personliga varumärke är detviktigaste. / The purpose of the study was to investigate how employees within organizations perceive theleader, the leader's personal brand in relation to the organization's brand and whetheremployees feel that these parameters result in increased work willingness. To investigate thepurpose, the following research questions were used: How are the leader and the leader'spersonal brand perceived by the employees of an organization? How is the leader's personalbrand perceived in relation to the organization? Are these parameters considered to beimportant reasons for an increased willingness to work? A total of twelve employees fromEastern, Southern and Southwestern Sweden participated, the average age was 30 years andthe participants had on average worked at their respective workplaces for 6.5 years. A semistructuredinterview guide with four pre-identified themes (leadership, personal brand,organization brand and work willingness) were used. The result showed that eight of theparticipants leaders applied a more humane and positive leadership style (for example,democratic and trans-formal leadership). More than half perceived their leaders' personalbrands as warm and competent. Nine of the study participants perceived the organization'sbrand as capable and well-meaning, and eight participants felt that the leader and theorganization's brand were related. In general, were the study participants inspired by theirleaders. The result was interpreted using two theoretical frameworks (Stereotype ContentModel and Brands As Intentional Agents Framework) and previous research. The conclusionfrom the study indicates that employees perceive the study's various parameters as importantreasons for an increased willingness to work. But the leader's personal brand is the mostimportant reason.