ABSTRACT

Research question

There is currently poor understanding of how professional football brands can take advantage of eSports activities. Therefore, drawing on sense-seize-transform model of dynamic capabilities (DC), the purpose of this study is to analyse how eSports divisions can be deployed.

Research methods

Based on a qualitative approach, a thematic analysis was conducted of semi-structured interviews with managers responsible for eSports activities with 28 professional clubs from 24 countries.

Results and findings

The results identify the specific DCs, internal (i.e. microfoundations) and external factors which enable the deployment of eSports strategies. They also describe the outcomes for each step of the deployment process, i.e. (1) the strategic objectives resulting from the sensing step, (2) the strategic choices made by clubs to seize eSports opportunities, and (3) the creation of new sources of value. Hence, these findings lead to the building of a preliminary model of professional football clubs’ involvement in eSports.

Implications

Several implications are outlined, including the need for eSports’ managers to characterize more precisely their strategic objectives, to adequately select and allocate their resources – notably eSports players – and to better integrate eSports in the core value chain of the club.

中文翻译：

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职业足球俱乐部电子竞技战略的部署：动态能力方法

摘要

研究问题

目前人们对职业足球品牌如何利用电子竞技活动知之甚少。因此，借鉴动态能力 (DC) 的感知-捕捉-转换模型，本研究的目的是分析如何部署电子竞技部门。

研究方法

基于定性方法，对来自 24 个国家/地区的 28 个职业俱乐部的负责电子竞技活动的管理人员进行了半结构化访谈的主题分析。

结果和发现

结果确定了特定的 DC、内部（即微观基础）和外部因素，这些因素能够部署电子竞技策略。他们还描述了部署过程中每个步骤的结果，即 (1) 传感步骤产生的战略目标，(2) 俱乐部为抓住电子竞技机会而做出的战略选择，以及 (3) 新来源的创造价值。因此，这些发现导致建立了职业足球俱乐部参与电子竞技的初步模型。

启示

概述了几个影响，包括电子竞技经理需要更准确地描述他们的战略目标，充分选择和分配他们的资源——尤其是电子竞技运动员——以及更好地将电子竞技整合到俱乐部的核心价值链中。