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Title: An investigation into the strategy-creation process in small nonprofit organisations (senior Welsh rugby clubs), 1990-2000
Author: Norling, Clive
Awarding Body: Cardiff University
Current Institution: Cardiff University
Date of Award: 2013
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The primary purpose of this thesis is to investigate, describe, and thus understand, the phenomenon of the strategy-creation process, the process, content, and context in senior Welsh rugby clubs, 1990 - 2000. The inspiration for the research arose during a monumental decade of transformation to the Game of Rugby Union Football. The research questions concern evaluating the clubs’ strategy-creation process, and the reactions to the introduction of National Leagues and Professionalism. The process pursued was centred on a purposive sample of three nonprofit rugby clubs. In addition to an in-depth analysis of the general strategy management literature, reviews were conducted within the themes of small business, nonprofits and sporting organizations. A lack of prior research in the strategy action-outcomes in the nonprofits, sporting sector, particularly the rugby union environment, was a cause for concern. The general literature revealed clear differences of opinion between researchers about the relationship between organizational strategy, strategy-creation and outcomes. An interpretive approach was adopted, employing the validated theoretical framework by Bailey et al (2000), to collect, and analyse, ‘insider’ data from different levels of club respondents, and also from various club stakeholders. The content (outcomes) found that rugby clubs employed operational planning regularly during the playing season. Strategic planning had been used, but only on a few necessary occasions. The decision-making processes were found to have strong political and enforced choice dimensions, both pre- and post- 1995. The Introduction of Professionalism had caused the need for clubs to manage conflicting rugby and business objectives, and to re-appraise the influence of culture on decisions. However, it did not change the clubs’ long established priority of placing playing performance before financial performance. The context of the clubs’ turbulent external environment, coupled with the uncertainty and unpredictability of the Game, ensured an annual, seasonal struggle for survival for clubs operating in a niche market. These distinctive operating conditions strongly influence a rugby club’s strategy-creation. This thesis concludes by considering the theoretical and managerial implications of the findings arising from the study of non-profit rugby clubs.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: GV Recreation Leisure ; H Social Sciences (General)