The Quest for Twelfth Man: Evidence from Italian Professional Soccer

Sulle orme del consumatore affinity analysis e knowledge visualization per il processo decisionale

L’articolo analizza i reali comportamenti di acquisto dell’acquirente all’interno del punto vendita e individua i pattern latenti più significativi attraverso un’analisi di affinità di 128.364 scontrini estratti da un dataset di 715.662 transazioni effettuate in un anno. Lo studio individua le strutture associative più ricorrenti relativamente alla singola merceologia. Attraverso la tecnica della Market Basket Analysis è stato possibile individuare le categorie merceologiche che creano “poli d’attrazione” sul punto vendita stimolando acquisti di altre categorie. In particolar modo, applicando le regole associative sul punto vendita è stato possibile identificare le “aree calde” e le “aree f…

You Can Even Walk Alone. Stadium Attendance and Professional Soccer Clubs’ Social Role

The purpose of the paper is to suggest a new perspective on the social role in the community for Italian professional soccer clubs. Our findings loosen the knot between hooligans and clubs and could have important consequences on the club’s corporate social responsibility and marketing strategies. After investigating the impact of stadium attendance on team performance for Serie A and B in seasons 2004/05 through 2006/07, we conclude that crowd plays no role in the winning performance of soccer teams at home. Our proposal consists of two policies hinting at a reconciliation between social and educational role of the sport with the club’s commercial interests. The first policy is to establis…