Cultural Orientations of Sport Managers

Abstract Various interpretations of sport management are cultural constructs underpinned by core assumptions and values held by members of professional communities. Sport managers world wide share common problems, but differ in how they resolve them. These universal differences emerge from the relationships they form with other people, and their attitudes to time, activities and the natural environment. This paper examines the role of cultural orientations of sport managers in the interpretation and practice of management. Using a multiple dimension model it presents the cultural profiles of 15 sport managers from 7 countries. A combination of methods was employed including questionnaires and ethnography. It is contended that sport management concerns a social process by which managers get involved in reconciling seven fundamental cultural dilemmas in order to perform tasks and achieve certain ends. Thus, a knowledge of the cultural meaning of sport management in a particular country would equip sport managers with a valuable tool in managing both the cultural diversity of their own work forces and in developing appropriate cross-cultural skills needed for running international events, marketing campaigns, sponsorship deals and joint ventures.