Theses and Dissertations
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- All Subjects: Baseball
The purpose of this thesis is to outline the importance of setting an inclusive organizational culture within a professional baseball franchise, with a network of teams ranging from Rookie Leagues to Major League Baseball. In addition, the purpose of this research is to assess the current state of culture throughout Major League Baseball organizations to determine the most appropriate approach to culture for an MLB franchise, showing evidence for culture as a competitive advantage. Through qualitative research through the form of interviews (n=8), former players at the MiLB and MLB levels (n=3), player development staff (n=3), and directors of international scouting (n=2) provided insight into professional baseball culture in the United States (U.S.), its successes, and its shortcomings.
To see what will influence people who aren’t fans of the Arizona Diamondbacks to start attending games, data was collected from students attending Arizona State University and they were categorized into different clusters based on their fan status. These clusters were analyzed based on the different levels of fandom each student identified as. The analysis found that students who aren’t sports fans are disinterested in purchasing the Student Pass to attend Diamondbacks games. Including Student Pass bundles with either a t-shirt, food credit voucher, or collectible/bobblehead will not influence their decision to attend Arizona Diamondbacks games. Implications of this study provide the next possible steps for the Arizona Diamondbacks and other MLB teams to use alternative measures that could potentially influence non-fans to attend games in hopes of them becoming a fan.
With hopes of increasing attendance rates through college students, a survey was created to target students at Arizona State University to determine how aware students are of the D-Backs Student Pass; and to offer a solution of how to increase attendance by penetrating Generation Z. The results from this study are intended to identify the different fan types at Arizona State University. A summary of key findings says:
1. Including ticket bundles as options for the Student Pass will not influence non-sports or Diamondbacks fans to attend games
2. Diehard Devin are willing to spend more on ticket bundles than the other fan groups that attend Diamondbacks games
3. The most popular ticket option is a $2 ticket to a Friday game