The low cost positioning as a marketing strategy on soccer management – the Inter/SM case

Abstract

The purpose of this study was to analyze how and why the Inter/SM directors incorporated (or did not) the leadership strategy on the total cost of the production concerning the decisions of the club management in 2002.This was a unique holistic explanatory case study. The data collecting was based on several evidence sources – interviews, documentation, archives record and direct observation. The analysis was carried out based on the content categorization, according to the qualitative model, investigating the non frequency indicators susceptible to allow inferences, both due to the presence and absence. Low production cost efforts were verified, which were directed to the sale in order to introduce entertainment and marketing tools into the market, being sustained by the action of volunteers and supporters, as a source of labor and infrastructure.