Author’s Contribution to Research Projects

Scientific paper one (Co-Branding through an International Double Degree Program – A Single Case Study in Sport Management Education) empirically elaborates on an international co-branding strategy employed by two universities, Ohio University and the University of Bayreuth, in the field of sport management education. Thereby, these two universities are focal actors that collaborate to a joint double degree in sport management and thereby co-create value. Within the case study, it becomes evident that the two focal actors coordinate the processes and link actors. As such, the two universities serve as engagement platforms that facilitate interaction and resource integration for various actors, including academics, lecturers, administrator, employers, but first and foremost, elite students in the field of sport management. Empirical findings also show what skills and competencies are necessary to succeed in the field.

The conceptualisation of the double degree program and the respective scientific publication was led by Herbert Woratschek, Tim Ströbel, and David Ridpath. The author of this thesis, hereafter referred to as the author, contributed to the paper by implementing the standardised online questionnaire, guided, and controlled data collection. The author also edited and analysed the generated data and developed the section on the case study method as well as on the double degree process.

Scientific paper two (Gamification through Fantasy Sports – Empirical Findings from Professional Sport Leagues) focuses on professional sport leagues as focal actors and analyses the use of gamification towards building the respective sport league brand. Fantasy

sports is classified as a gamified application for professional sport leagues to engage their fan base. Thus, online-based fantasy sports can be referred to as a virtual engagement platform for diverse actors’ interaction. The empirical study investigates the effects of fantasy sports-participation on sport fans’ sport practice and sport usage habits, as well as their attitudinal parameters (consumption capital, word-of-mouth, loyalty) towards the hosting sport organization.

The author developed the theoretical foundation as well as the empirical study together with Herbert Woratschek. David Ridpath supported the collection of data from sport fans in North America. The author analysed the data and led the article to submission. Herbert Woratschek contributed through constant conceptual and empirical advice and revisions of the paper.

The third scientific paper (Understanding Sport Sponsorship Decision-Making – An Exploration of the Roles and Power Bases in the Sponsors’ Buying Center) sheds light into decision making within a sponsoring company’s organization. The article’s main objective is to extend the literature on sport sponsorship decision-making by investigating sponsor’s cooperation with external partners as well as the external and internal determinants of the sponsors’ buying centre. An empirical Delphi-study serves as an exploratory method to gain insights into group decision-making in corporate sponsorships. It analyses the role of external partners and organisational factors on the sponsors’ buying centre as well as the power bases of individuals occupying different roles in the sponsors’ buying centre. The paper highlights internal processes but acknowledges the role of external actors. Expanding the organisational boundaries to a more holistic picture is vital for the projects of the thesis covering a systemic perspective to explain the co-creation of value.

The author supported data collection and analysis. He contributed through the revision of the paper and discussions throughout the whole process. The majority of theoretical and empirical work was carried out by Jan Schönberner and Herbert Woratschek. This paper was awarded the second price in the European Association for Sport Management new researcher award 2019.

Scientific paper four (‘Going the Extra Mile’ in Resource Integration: Evolving a Concept of Sport Sponsorship as an Engagement Platform) and five (Was bringen Sponsoren außer Geld? Sport Sponsoring als Engagement-Plattform) contribute to an understanding of sport

sponsorship as an engagement platform on which the sponsee grants access and both sponsee and sponsors integrate resources. Thereby, sponsorship engagement is conceptualized theoretically from the application of actor engagement as behaviour in the context of sport sponsorship. For that reason, actors’ behavioural manifestations beyond or without the sponsorship contract are defined as sponsorship engagement in sports. To refine the conceptualisation, both projects empirically investigate what types of resources are integrated in sponsorship engagement. Therefore, an empirical three-staged Delphi-study with N=18 (project five) and N=61 (project four) sport sponsorship practitioners was performed. Whilst project four observes resource integration within multiple sponsor–

sponsee networks, project five, as a pre-study, only considers dyadic relationships between sponsor and sponsee. Project five is published in German language and aimed to introduce the conceptual understanding to managers. Both projects emphasise that engagement behaviour exceeds contractual agreement and cannot be limited to specific actors and their resource integration, but they nurture a more comprehensive perspective. Consequently, those projects contribute to a holistic perspective of engagement while considering the dynamic nature of value co-creation.

The author led both of the projects in terms of theoretical and empirical refinement. For project five, Herbert Woratschek contributed with his expertise and transferring capabilities to give the project more practical relevance and power. Therefore, the paper was awarded the journal’s best paper award in 2018 in the practice category. Project four was initialised with proactive research vision by Herbert Woratschek and, first and foremost, accelerated by the author, who developed the theoretical concept. Moreover, the author designed, analysed and applied the empirical data to sponsorship engagement. Herbert Woratschek and Jan Schönberner served as sparring partners in fruitful academic discussions and revised the paper repeatedly.

Scientific paper six (Conceptualizing the Sport Ecosystem Logic) conceptually develops the new sport ecosystem logic. To develop the sport ecosystem logic, this conceptual paper synthesises theories and bridges network approaches in sport management, ecosystem, and service ecosystem literature. The sport ecosystem logic serves sport management researchers and practitioners with a powerful conceptual understanding of linkages, platforms, networks, and ultimately the sport ecosystem. By doing so, the sport ecosystem logic nurtures a new

conceptual understanding of sport ecosystems, on the one hand, and the co-creation of value in sport management, on the other hand. Reflecting a proposition based style of theorising, both are achieved through the development of five fundamental premises that constitute to the sport ecosystem logic.

The project was kicked-off with extensive academic discussions by Herbert Woratschek, Geoff Dickson, Jan Schönberner and the author. The author was responsible for the further development of the sport system logic during his time as a visiting researcher at La Trobe University in Melbourne, Australia. The paper benefitted through various rounds of advice and revision by the co-authors Herbert Woratschek, Geoff Dickson, and Jan Schönberner before submission.

Scientific paper seven (Pure Public Natural Resources in Value Co-Creation: Abductive Reasoning Using the Case of COVID-19 in Sport Management) reflects on resource integration in sport management. Thereby the article aims to classify resources by applying a holistic perspective on value co-creation in sport management on all levels of aggregation.

Resources are classified as physical, human, financial, organisational, informational, relational, legal and natural resources. The case of COVID-19 is used to conceptualise conscious voluntary, conscious involuntary and unconscious resource integration behaviour by actors with and without agency leading to positive or negative value.

The author contributed to the conceptual development of the fundamental ideas, conducted a systematic literature review, worked out the sections on value co-creation and resource integration in sport management, and assisted multiple rounds of revision of the paper.

The further articles (transfer paper A-E, Figure 1, white background), namely the four SMAB Relevant Management Insights and the book chapter were all developed and led by the respective first authors with the co-authors’ contributions through helpful discussions, edits and revisions.