kellett-theprofitdriven-2005.pdf (2.9 MB)
The profit-driven action sport industry working within the not-for-profit Australian sport system : the case of freestyle BMX Australia and the Australian sports commission
conference contribution
posted on 2005-01-01, 00:00 authored by H Walker, M Soroka, P KellettWhen not-for-profit organisations and for-profit organisations are forced to work together, conflict can arise. This paper explores the tensions that have resulted in the Australian sport setting when the Australian Sport Commission (ASC), with its emphasis predominantly directed at not for profit sport, sought to embrace the traditionally for profit sport of Freestyle BMX into the mainstream sport system. This case study traces the development and implementation of the ASC's Street Active program through Freestyle BMX. It was found that Freestyle BMX experienced mission drift and did not provide a product or service relevant to its consumers by adhering to the guidelines required by the ASC. Further, in the development of the program, the ASC did not expect the rivalry between suppliers in the free market action sport industry when it engaged three management groups to deliver the Street Active program. As a result the action sport industry is further fragmented into for-profit agencies, and farther removed from the Australia's federal governing agency, the ASC.
History
Title of proceedings
Proceedings of the 2nd Australasian Nonprofit and Social Marketing ConferenceEvent
Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Melbourne, Vic.)Pagination
1 - 5Publisher
Bowater School of Management, Deakin UniversityLocation
Melbourne, Vic.Place of publication
Geelong, Vic.Start date
2005-09-22End date
2005-09-23ISBN-10
1741560179Language
engPublication classification
E1 Full written paper - refereedCopyright notice
2005, The AuthorEditor/Contributor(s)
R Rentschler, J HallUsage metrics
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