Fostering Innovative Cultures in Sport by James Skinner Aaron C. T. Smith & Steve Swanson

Author:James Skinner, Aaron C. T. Smith & Steve Swanson
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

Conclusion: From Mapping Innovation to Cultural Commitment

Culture can be a repository for unimaginative and conservative values or a foundry for inspiration and enterprise. In sport, it is no longer satisfactory to only cultivate cultures that speak to strength and resilience. Such admirable qualities must be bound together with agility and ingenuity. Innovative cultures drive performance, leverage powerful histories, and change swiftly in turbulent conditions. Sport enterprises with innovative cultures find ways of winning because drive and ambition lies at the heart of their collective meaning.

In this chapter, we presented three main ideas. The first was that innovation can occur anywhere along the sport business value chain, from the supplies used to build a venue to the marketing employed to sell a game. In this sense, the sport business innovation landscape is immense and far broader than is conventionally perceived when viewing sport through a narrow product lens.

The second idea highlighted the relationship between culture and innovation through the concept of cultural innovation horizons . Our suggestion was that cultural characteristics can support different innovation scales. Horizons begin with the premise that culture and innovation intersect at points of inflection, or when attempts to change are actually activated. As a result, culture can foster and sustain innovations focused on short-term exploitation, long-term exploration, or scaled productive tension.

The final idea showcased a range of cultural variables that a sport business leader might employ to help diagnose culture with the intention of fostering innovation. These cultural systems reveal the fulcrum whereupon sport enterprises should apply force in order to leverage a cultural shift supporting innovation. In the following chapter we take the case a step further in detailing some of the critical processes and strategies sport enterprises can deploy when chasing sustainable, culturally enabled innovation.

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