Whose side are we on? Balancing economic interests with social concerns through a service-thinking approach

Research question: The aim of this study is to conceptualize sports markets in a way which enables us to (1) explore how the economic and social aspects of markets might be (re)aligned; (2) discuss practical solutions for how this might be achieved; and (3) identify what the implications are for management practice.Research methods: Literature from developments in contemporary marketing and market studies are combined to discuss the difference...