Purpose A number of start-ups in the form of introducing sports contents in Korea as a new market are in progress, and appropriate support for each step is needed to increase the chances of a success. Therefore, the purpose of this study is to explore the entrepreneurial process of introducing and spreading newly created or developed sports content into a new market, Korea, by focusing on the innovation diffusion process model. Methods To derive the results, a qualitative research method was used, data were collected through in-depth interviews, literature search, and observation methods, and analyzed through categorization and itemization in stages based on content analysis results. Results Looking at the results, content recognition and problem identification were derived in the exogenous shocks stage, and the organization unity of internal and external stakeholder was confirmed in the formal coalition of opinion leaders stage. At the stage of internal communication between the opinion leaders of the social system, the expert communication in the same or similar field and external area appeared and the indirect experience also derived. In the decision to select a specific innovation stage, activities to belong to an international organization, to establish a new organization, and to secure idle space appeared, and at the stage of recruitment and/or the establishment of boundary spanners, efforts to secure internal and external human resource within the organization and to build an organization form appeared. In the stage of develop and introduce the innovation, online communication channels were established. In the stage of using mass media outlets, media articles, lectures, and academic conferences were used, and in the stage of actual diffusion of an innovation, experience and education programs were conducted, competition and exhibitions were held, venues were built, and actual international competitions were participated. At the stage of decisions to continue, discontinue, or re-invent the existing innovation must occur, evaluation was made by personnel inside and outside the organization. Conclusions It is possible to increase the success of start-up by creating a support system that can fill the necessary parts for each stage of start-up based on the derived activities for each stage.
Many teams in the first division soccer league in Korea are suffering from financial insolvency which has resulted from lack of fan support. Despite the mentioned fact, many teams are still distributing free tickets which results lessoned ticket sales revenue. In order to address the fundamental issue of financial insolvency, it is important to seduce more paid fans to come to stadiums along with increased number of fans. The current study, therefore, examined the perceived value of K-league match ticket prices compared with other competitors such as baseball, basketball, and movie theaters. Data were collected from Gyeongnam F.C.'s home game and out of 164 data collected, 127 were utilized for further analysis. A conjoint analysis was conducted using regression analysis (Luce, 1959) to compare fans' perceived value of ticket prices among different entertainment options. The results displayed that K-league teams should consider increasing ticket prices as it is currently under-priced and, as a result, higher ticket price will drive increase in revenue.
