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Case Study

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المقدمة: دون أدنى شك، كان عام 1884 عام لتغير العالم، ففي تلك سنة بالذات وفي جامعة كامبردج بالتحديد، كانت النواة الأولى لظهور قوانين اللعبة الرياضية الأكثر شعبية على مستوى العالم "كرة القدم". بعد منتصف القرن الماضي تحولت كرة القدم إلى أكثر من مجرد رياضة تلعب بين اثنين وعشرين لاعبا، فأصبحت تشكل جزء لا يتجزأ من حياة بعض الشعوب كالبرازيل على سبيل المثال. في العديد من أنحاء العالم، تستحضر كرة القدم حماساً وتلعب دوراً مهماً في حياة المشجعون الأفراد والمجتمعات المحلية وحتى الدول. فبعد أن كانت لعبة الفقراء تحولت لتصبح لعبة يسيطر عليها أغنياء العالم، ومن لعبة تجسد الشغف والعنفوان إلى لعبة تجذب بملاينها الأشخاص، وبالتالي تجد من يلعبها لا يلعبها لشغفه في اللعبة، وإنما لطموحه من أن يكون من أحد أثرياء العالم. وما أن بدأت تتدفق الأموال إليها حتى أصبحت جزء لا يتجزأ من اقتصاديات بعض الشعوب. فدولة كإسبانيا استطاعت الخروج من أزمتها الاقتصادية من خلال قوة أنديتها المحلية التي جذبت إليها السياح من مختلف أنحاء العالم. فإسبانيا من خلال هذا المثال اعتمدت على قوة رياضة كرة القدم فيها من أجل النهوض باقتصادها، وهنا نقف عند مبدأ ومفهوم التسويق الرياضي الذي يدخل ضمن مجال التسويق بشكل عام. نصل إلى مفهوم من مفاهيم التجارة العالمية وهو التسويق. فالتعريف الحديث لتسويق حسب الجمعية الأمريكية لتسويق يقوم على أساس "عملية تخطيط وتنفيذ التصور الكلي لتسعير وترويج وتوزيع الأفكار والسلع والخدمات لخلق عملية التبادل التي تشبع حاجات الأفراد والمنشآت". وبالتالي فالتسويق من هذا التعريف لا يقتصر على السلع والخدمات، بل يتعدى ذلك من خلال تسويق الأفكار وصولاً لتسويق اللاعبين والمدربين. وفلسطين من الدول التي تتطور بسرعة في هذا المجال، فمؤخراً تمكن الإتحاد الفلسطيني لكرة القدم من نيل جائزة أفضل إتحاد تطوراً. وعاد ذلك إلى عدة أسباب أهمها سير الشركات المحلية والكبرى منها على خطى الغرب في إعطاء كرة القدم الحق التي تستحقه وزيادة وعي الشعب إلى كرة القدم المحلية وذلك من خلال التسويق لها في المجالات المختلفة. وبذلك فالتسويق الرياضي أصبح يشهد نمواً كبيراً على المستوى العالمي. فقد أصبحت كبرى الشركات العالمية تخصص جزءاً كبيراً من ميزانياتها العامة لمصلحة التسويق الرياضي. وقد كان قد بدأ في أمريكا في أواخر القرن العشرين من خلال لعبة البيسبول. ومن هنا بدأ تنافس الشركات التجارية حول رعاية الأحداث الرياضية خاصة الكبيرة منها، وذلك بعد الارتفاع الهائل في عدد متتابعي الرياضات بشكل عام. والتسويق الرياضي يسهم في حل الكثير من المشاكل والمعوقات التي تواجها الفرق والأندية العالمية. وبالعودة إلى فلسطين، فإن ما وصلت إليه دول العالم من مفاهيم جديدة، فإن مؤسساتنا تسعى إلى طرح هذه المفاهيم في السوق الفلسطيني. ويبدو أن هذه المفاهيم الدخيلة على سياسات المؤسسات الفلسطينية بدأت تأتي بثمارها. ومن هنا فإن فكرة هذا البحث كانت قائمة على، التسويق الرياضي وأثره على تطوير كرة القدم الفلسطينية بشكل خاص. فقد أثر على دول عديدة والآن حان الوقت لنرى تأثيره على رياضتنا المحلية، وإعطائها الأهمية اللازمة.
مشكلة الدراسة:
أ.أهداف البحث:
الأول: التعرف على مدى تأثير التسويق الرياضي على تطوير كرة القدم الفلسطينية.
الثاني: التعرف على مدى تأثير رعاية الشركات المحلية الكبيرة مثل الوطنية موبايل لدوري المحترفين على تطوير كرة القدم الفلسطينية.
الثالث: فحص العلاقة بين التسويق الرياضي وزيادة عدد المتابعين لكرة القدم الفلسطينية.
الرابع: التعرف على العلاقة بين الاستثمار في المرافق الرياضية وتطوير كرة القدم الفلسطينية.
ب.أسئلة البحث:
الأول: ما هي العلاقة بين التسويق الرياضي وتطوير كرة القدم الفلسطينية؟
الثاني: هل يوجد علاقة بين رعاية الشركات الحلية الكبيرة مثل الوطنية موبايل لدوري المحترفين على تطوير كرة القدم الفلسطينية؟
الثالث: كيف يمكن زيادة عدد المتابعين لكرة القدم الفلسطينية من خلال التسويق الرياضي؟
الرابع: ما هي العلاقة بين الاستثمار في المرافق الرياضية وتطوير كرة القدم الفلسطينية؟
ملخص الدراسات السابقة: الدراسة الأولى: دراسة هيربت فورتشيك وريشارد كروز وباتريك بريهم(2008)
"التسويق الرياضي العالمي لدوري الألماني لكرة القدم، تصدير الكرة المحلية إلى الصين" هدفت هذه الدراسة إلى التعرف علي الأسباب التي تدفع الصينيين إلى مشاهدة الدوريات الأجنبية الكره القدم وما هي العوامل التي تجذبهم إلى الدوري الألماني وكيف يمكن للإتحاد الألماني إلى زيادة التوجه الصيني إلى الدوري الألماني لزيادة العوائد. اعتمدت هذه الدراسة على المقابلات النوعية حيث تم مقابلة 15 خبيرا دوليا في حقول لإدارة الرياضية والتسويق وعلوم الإدارة الرياضية واعتمدت أيضا على الدراسات في الثقافة الصينية وتمت مقابلة ناديين ألمانيين. وبذلك توصلت الدراسة إلى خمسة عوامل أساسية وهي النجوم العالميون والعلاقات التاريخية والأبطال المحليين والانجازات الرياضية العالمية وجودة تقنية البث ومن خلال هذه الأساسيات وتطبيقا لاستراتيجيات المناسبة لها تستطيع فرق الدوري الألماني مجاراة الدوريات الأوروبية الكبرى الأخرى .كما أنا لإتحاد الألماني بحاجة إلى خبراء في عالم التسويق العالمي لتتماشى مع هذه الإستراتيجيات.

الدراسة الثانية: دراسة مارك فيزوسكي (2012)
"دور شبكات التواصل الاجتماعي في الاتصالات التجارية، تحليل لاستراتيجيات فرق دوري كرة السلة الأمريكي"
هدفت هذه الدراسة إلى التعرف على كيفية الاستفادة من شبكات التواصل الاجتماعي في الاتصالات التجارية، وكيفية استخدام هذه الشبكات من قبل المؤسسات الرياضية بشكل عام، وفرق كرة السلة للمحترفين في أمريكا بشكل خاص، والأهداف التي تسعى إلى تحقيقها وكيفية تحقيقها. ومن أجل تحقيق ذلك تم الاعتماد على المقابلات الهاتفية التي كانت تستمر 30 دقيقة، وفيها تمت مقابلة تسعة مسئولين يعملون في كلا المجالين، شبكات التواصل الاجتماعي وفي فرق كرة السلة وتم طرح نفس الأسئلة على كل المقابلين واستمرت هذه العملية لنحو ثمانية أسابيع. وبذلك توصلت الدراسة إلى أن جميع فرق كرة السلة للمحترفين في أمريكا لديها حسابات على مواقع التواصل الاجتماعي، ولكنها بحاجة إلى بعض العناصر المهمة من أجل تطبيق خطتها. ومن خلال هذه الدراسة أيضاً تم تقديم اقتراحات لكيفية الاستفادة من شبكات التواصل الاجتماعي في الرياضة من أجل جذب العشاق والمساهمين.
الإطار النظري والفرضيات:
التعريف بالمتغيرات :
١- المتغير التابع : تطوير كرة القدم الفلسطينية
٢- المتغيرات المستقلة : ا- التسويق الرياضي: يشمل الدعايات والإعلانات. ب- رعاية الشركات المحلية: مساعدة الشركات المحلية الكبرى مثل الوطنية موبايل في دعم كرة القدم يساعد على تطويرها في مجالات عدة ج- الاستثمار في المرافق الرياضية: تتمثل في بناء الملاعب والصالات الرياضية والاكاديميات التدريبية يساعد على جعل كرة القدم أكثر تداولاً بين سكان الوطن.
٣- المتغير الوسيط: ولاء الشعب الفلسطيني إلى متابعة الدوريات الأوروبية وتشجيع فرقها.
٤-المتغير الدخيل: زيادة عدد متابعي كرة القدم، من خلال زيادة التسويق الراضي.
اختبار الفرضيات:
١- يوجد علاقة إيجابية بين التسويق الرياضي وتطوير كرة القدم الفلسطينية.
٢- كلما زادت رعاية الشركات المحلية زاد التطوير في كرة القدم في فلسطين.
٣- زيادة الإستثمار في المرافق الرياضية يؤدي إلى زيادة التطوير في كرة القدم الفلسطينية.
الإطار النظري:

الولاء إلى الدوريات الأوروبية
زيادة المتابعين
الولاء إلى الدوريات الأوروبية
رعاية الشركات الفلسطينية
الاستثمار في المرافق الرياضية
التسويق الرياضي
تطوير كرة القدم الفلسطينية

منهجية الدراسة : تم اسـتخدام المـنهج الوصفي التحليلي الذي يحاول من خلاله وصف الظاهرة موضوع الدراسة وتحليل بياناتها، حيث كان مجتمع الدراسة هي في محافظات الضفة الغربية في فلسطين. تم اختيار عينة الدراسة بشكل عشوائي، وقد تم أخذ 87 عينة وزعت على اللاعبين، المدربين، الحكام، الجمهور، وأعضاء الاتحادات. تـم اسـتخدام الاستفتاء ( الاستبيان ) كوسيلة لجمع بيانات البحث، ووضع فيها 15 سؤالاً وزعت على عينة الدراسة. وقد قمنا في استخدام برنامج "الإكسل" في تحليل البيانات المجمعة.
قائمة المصادر والمراجع :
المراجع العربية:
1-د.الشيخ، محمد، التسويق الرياضي وأثره في تطوير كرة القدم، http://www.aleqt.com/2010/11/05/article_465214.html ٢- 2-م.زوكار، إياد، التسويق وإدارة الأعمال التجارية، دار الرضا للنشر، الطبعة الأولى ١٩٩٩
المراجع الأجنبية:
1- Woratschek, H, and others, Football German the of Marketing International Bundesliga,2008 http://www.fiwi.uni-bayreuth.de/de/download/WP_01-08.pdf
2- Wysocki M, the role of Communication Sports in Media Social 2012, https://www.american.edu/soc/communication/upload/Capstone-Wysocki.pdf
3- https://ar.wikipedia.org

الفهرس المقدمة: 1 مشكلة الدراسة: 2 ملخص الدراسات السابقة: 2 الإطار النظري والفرضيات: 3 منهجية الدراسة : 4 قائمة المصادر والمراجع : 5

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...Case Study 1: Prelude To A Medical Error 1. Background Statement My case study is over chapters 4 and 7. The title is Prelude to a Medical Error. In this case study, Mrs. Bee is an elderly woman who was hospitalized after a bad fall. After her morning physical therapy, Mrs. Bee felt she could not breathe. Mrs. Bee had experienced terrible spasms in her left calf the previous evening and notified Nurse Karing. Nurse Karing proceeded to order a STAT venous Doppler X-ray to rule out thrombosis. She paged Dr. Cural to notify him that Mrs. Bee was having symptoms of thrombosis. Dr. Cural was upset that he was being bothered after a long day of work and shouted at the nurse, telling her he had evaluated Mrs. Bee that morning and to cancel the test. When Nurse Karing returned to the hospital the next day, Mrs. Bee’s symptoms were worse. She ordered the test. After complications, Dr. Krisis from the ER, came immediately to help stabilize Mrs. Bee. Unaware of Nurse Karing’s call to Dr. Cural, Dr. Krisis assumed the nursing staff was at fault for neglecting to notify Dr. Cural of Mrs. Bee’s status change the previous evening. Denying responsibility, Dr. Cural also blames the nursing staff for not contacting him. Not being informed of Mrs. Bee’s status change, her social worker, Mr. Friendly, arrives with the news that her insurance will cover physical therapy for one week at a rehabilitation facility and they will be there in one hour to pick her up. An angry Nurse Karing decides...

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...1. In the case of Retrotonics, Masters’ management style has several features ,such as disrespecting and improper decision-making. Firstly, Masters ignored his subordinates’ feeling which make them embarrassed. For example, the production manager, Lee, who suffered Masters’ criticism in front of other employees(Drew 1998, para 4). Although employees need the evaluation from the manager, they tend to accept the criticism privately. Another factor of Masters’ management style is making decisions in improper ways. According to Drew(1998, para 3), Master set difficult and stressful deadlines for the staff. This is the main reason why employees in engineering apartment are stressed. Therefore, those decisions that Masters made have negative effects on both staff and productivity. 2. There are three management styles are suit for Masters’ situation, in terms of delegating, democratic style and autocratic style. Firstly, delegating which is an important competence for managers. Delegating can avoid to interferes in management. In Masters’ case, Imakito and Lee are experienced and professional in their work. Hence, delegating assignments to them is a method to achieve the business goals effectively. Furthermore, democratic style which encourage employees to share their own opinions and advice is suit for manage the engineering department, because most staff in this department are experts in their work(Hickey et al 2005, pp.27-31). Having more discussions and communication with those...

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...Case Studies  Engineering Subject Centre Case Studies:  Four Mini Case Studies in  Entrepreneurship  February 2006 Authorship  These case studies were commissioned by the Engineering Subject Centre and were written  by: · Liz Read, Development Manager for Enterprise and Entrepreneurship (Students) at  Coventry University  Edited by Engineering Subject Centre staff.  Published by The Higher Education Academy ­ Engineering Subject Centre  ISBN 978­1­904804­43­7  © 2006 The Higher Education Academy ­ Engineering Subject Centre Contents  Foreword...................................................................................................5  1  Bowzo: a Case Study in Engineering Entrepreneurship ...............6  2  Daniel Platt Limited: A Case Study in Engineering  Entrepreneurship .....................................................................................9  3  Hidden Nation: A Case Study in Engineering Entrepreneurship11  4  The Narrow Car Company...............................................................14 Engineering Subject Centre  Four Mini Case Studies in Entrepreneurship  3  Foreword  The four case studies that follow each have a number of common features.  They each  illustrate the birth of an idea and show how that idea can be realised into a marketable  product.  Each case study deals with engineering design and development issues and each  highlights the importance of developing sound marketing strategies including market ...

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...Case Study 3 Randa Ring 01/25/2012 HRM/240 1. How did the problems at Deloitte & Touche occur in the first place? I feel that the problem began in the work environment. It looks as if there was limited opportunity for advancement. As well that the company was not able to handle issues that a raised from work and family. I think that it was a wonderful idea to have the company made up of women. I feel that it was a very positive thing because a lot of their issues where not geared towards men. 2. Did their changes fix the underlying problems? Explain. Yes I feel that the changes that they made did fix some of their underlying problems. With them keeping their women employees no matter what position that they were in at the time went up. For the first time the turnover rates for senior managers where lower for women than men. 3. What other advice would you give their managers? They really need to watch showing favoritism towards the women. They did to treat everyone as an equal. I also feel that they should make the changes geared towards the men and women’s issues that have to deal with family and work. 4. Elaborate on your responses to these questions by distinguishing between the role of human resources managers and line managers in implementing the changes described in this case study When it comes to Human resource managers, they will work with the managers in implementing changes. As well they will make a plan to show new and current...

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...Case Study Southwestern University Southwestern University (SWU), a large stage college in Stephenville, Texas, 20 miles southwest of the Dallas/Fort Worth metroplex, enrolls close to 20,000 students. In a typical town-gown relationship, the school is a dominant force in the small city, with more students during fall and spring than permanent residents. A longtime football powerhouse, SWU is a member for the Big Eleven conference and is usually in the top 20 in college football rankings. To bolster its chances of reaching the elusive and long-desired number-one ranking, in 2001, SWU hired the legendary BoPitterno as its head coach. One of Pitterno’s demands on joining SWU had been a new stadium. With attendance increasing, SWU administrators began to face the issue head-on. After 6 months of study, much political arm wrestling, and some serious financial analysis, Dr. Joel Wisner, president of Southwestern University, had reached a decision to expand the capacity at its on-campus stadium. Adding thousands of seats, including dozens of luxury skyboxes, would not please everyone. The influential Pitterno had argued the need for a first-class stadium, one with built-in dormitory rooms for his players and a palatial office appropriate for the coach of a future NCAA champion team. But the decision was made, and everyone, including the coach, would learn to live with it. The job now was to get construction going immediately after the 2007 season...

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...Recovery of Trust: Case studies of organisational failures and trust repair BY GRAHAM DIETZ AND NICOLE GILLESPIE Published by the Institute of Business Ethics Occasional Paper 5 Authors Dr Graham Dietz is a Senior Lecturer in Human Resource Management and Organisational Behaviour at Durham University, UK. His research focuses on trust repair after organisational failures, as well as trust-building across cultures. Together with his co-author on this report, his most recent co-edited book is Organizational Trust: A cultural perspective (Cambridge University Press). Dr Nicole Gillespie is a Senior Lecturer in Management at the University of Queensland, Australia. Her research focuses on building, repairing and measuring trust in organisations and across cultural and professional boundaries. In addition, Nicole researches in the areas of leadership, teams and employee engagement. Acknowledgements The authors would like to thank the contact persons in the featured organisations for their comments on an earlier draft of this Paper. The IBE is particularly grateful to Severn Trent and BAE Systems for their support of this project. All rights reserved. To reproduce or transmit this book in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, please obtain prior permission in writing from the publisher. The Recovery of Trust: Case studies of organisational failures...

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