Theses on Skiing

At Melting Summits: How do ski resorts transform? (MSc) 

Isabelle Talsma and Vendela Silwén (2023) 

Abstract: The ski industry represents an economic engine in many regional areas across the globe. However, climate change, with rising temperatures and increasing weather variability, is putting the industry at considerable risk. Because of these pressures, many ski resorts now find themselves at a crucial point, facing the decision of whether and how to innovate and transform their offerings. 

At the same time, academic literature increasingly recognizes the turbulence and complexity of business environments. Scholars are shifting focus toward viewing firms as part of ecosystems, where actors depend on each other and jointly create value. Previous research on ecosystem transformation has mainly examined firms’ internal capabilities for managing change, as well as the early to mid-stages of ecosystem life cycles. 

The findings show that contextual factors have a strong influence on how ski resorts transform. First, two additional factors beyond established theory are identified - intermediary and local identification - which significantly contribute to transformation opportunities. Second, two distinct approaches are outlined, differing across seven aspects, where the analysed ski resorts follow divergent paths. A key distinction in these mature ecosystems is that established norms and practices from before the transformation influence all three phases of the process. 

The study contributes to research by providing a more holistic understanding of ecosystem transformation, offering new insights into firms’ contexts and processes in mature stages, and extending knowledge of the full ecosystem life cycle. It also contributes to practice by offering insights into how to navigate ecosystem transformations. In particular, cultivating strong relationships - where individuals connect to a place, community, and lifestyle - can increase collective transformative capacity and drive meaningful change. 

Brands in the marketing of sports high schools – which suit your sport best? (BSc) 

Ludvig Stavervik and Tomas Westerbrand (2015) 

Abstract: The Upper Secondary School Reform of 2011 (Gy 2011) introduced major changes to the Swedish education system, including a requirement for certification of sports schools. Schools in Sweden have historically used sports in their marketing, but this opportunity was limited by the reform. 

This thesis investigates how brands are used on the webpages of sports schools certified in football and/or cross-country skiing. Content analysis was used as the method for data collection. 

The results indicate that sports schools use affiliated club brands more when certified in football than in cross-country skiing. The use of present and former pupils’ personal brands is more extensive in schools offering cross-country skiing than in those offering football. However, no significant relationship is found between sport and the use of coaches’ brands on webpages. The authors argue that these differences stem from the nature of the sports: football is a team sport, while cross-country skiing is an individual sport. 

Measurability of corporate sponsorship in sport events (BSc) 

Oscar Lundqvist and Philip Green (2015) 

Abstract: The number of companies involved in sponsorship has increased over time, and sponsorship is now a global industry (Stotlar, 2004). Despite this growth, limited research has been conducted, particularly on corporate sponsorship and its measurability. 

This thesis examines the measurability of corporate sponsorship through a multiple case study of two large Swedish corporations and their engagement in the 2015 FIS Ski World Championship. 

The findings suggest that sponsorship and its measurability are highly experience-based. Through experience, companies can develop ways to quantify and measure return on objectives. By doing so, they can improve managerial control systems and better define sponsorship purposes that maximize value.