The organizational culture of Learfield Sports properties Public Deposited

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  • March 22, 2019
  • Worley, Blythe
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
  • The purpose of this study was to determine the organizational cultural profile of Learfield Sports and, to see if there were any statistically significant relationships between expressed organizational cultural type and gender of the respondents and expressed cultural type and the athletic department’s longevity with the sport-marketing property. This study involved 71 general managers and account executives of the outsourced sports marketing firms associated with Learfield Sports. Participants were surveyed via Survey Monkey using the Organizational Culture Assessment Inventory (OCAI). The instrument was researched and developed by Kim S. Cameron and Robert E. Quinn to diagnose an organization's culture using six different cultural dimensions. The statistical package SPSS was used to develop descriptive statistics and frequencies to describe the main characteristics of the sample and to develop organizational-culture profiles. Developed statistics were interpreted using the OCAI to produce an overall organizational culture profile that assesses the six CVF dimensions. After categorization, and in order to answer the posed research questions, a series of chisquare analyses were conducted in order to determine if there was a significant relationship (α .05) between expressed culture type and general managers’ gender, as well as the outsourced marketing firms’ longevity with the associated university. There were no significant findings.
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  • Southall, Richard M.
  • Open access

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