Strategic management in football organisations
Strategic management is about defining a future direction for the organisation. This takes place through a process that considers the specific context in which the organisation finds itself. The outcome is a plan or idea for future actions and decisions. The local football club will have to plan very different actions in order to grow (or survive), than a bigger club will. National football associations will have different priorities than clubs because their mission and business models are different. In this chapter process, context, and contents for football strategy are analysed and described. The chapter also introduces some strategic themes that are relevant across contexts. These include digitalisation and big data and innovation, creativity, and entrepreneurship.