The order of logics in Swedish sport – feeding the hungry beast of result orientation and commercialization

Abstract

The purpose of this study was to analyse the dominant logics (Bettis & Pralahad, 1995) that set the stage for the Swedish sports movement. The study was made within the conceptual framework of institutional theory (DiMaggio & Powell, 1983) and the concept of design archetypes (Greenwood & Hinings, 1988). Data were collected using semi-structured interviews with six respondents representing six Swedish voluntary sports clubs. The results reveal a design archetype emerging from the Swedish sports movement that is influenced by three dominant logics; the sport-for-all logic, the result-oriented logic and the commercialization/professionalization logic. It is proposed that there is an order in these logics where the sport-for-all logic, promoted by the sports movement itself, is overshadowed by forces originating from the open market and the inherent performance focus of competitive sports, i.e. the commercialization/professionalization logic and the result-oriented logic. Furthermore, it is argued that this order of logics originates from the implementation of attitudes and values in organizational structures that reflect the result-oriented and commercialization/professionalization logics.