ABSTRACT
With a focus on exploring IMC’s implementation and appreciation in EPL clubs, and thus offering a wider and more thorough view of IMC in practice, this chapter centres on synthesising football clubs’ practices and practitioners’ views. Through this synthesis and the juxtaposition of the two, four integration scenarios are identified and presented in this chapter, along with the conditions and levels in which they occur. This, in turn, allows not only for the full strategic integration scenario to be studied but also for the newly identified practitioners’ strategy paradox, the unintentional implementation paradox and the no integration scenario to be introduced and examined in this chapter.
