Capturing Value in the Sport of Floorball: Exploring the development of a new sport and the international business links with equipment manufacturers and retailers

Abstract

This thesis is about finding the different sources of value that contribute to the development of the sport and the striving towards success within the sport of floorball. Having the mindset that value is created from many different collaborating activities and using the framework about value creation as a tool, to dig in to the sport of floorball, the thesis explores what kind of values that are transferred among the economic actors. The thesis seeks to answer the questions: “How do the different economic actors in the framework contribute to the value creation within floorball?” and “Which different economic actors contribute to the development of the sport?” To be able to answer these questions, and to get a deeper understanding and to strengthen the trustworthiness, several prominent individuals within the world of floorball have been interviewed, to add their professional inputs to the output of this thesis. The thesis concludes that all the economic actors within the framework contribute to various extents, high or low, yet they are all in need of cooperation with each other. The thesis also concludes that there are some really important economic actors within the world of floorball, namely the equipment manufacturers and the retailers, who contribute largely to the development of the sport but whom not yet are presented in the framework.