Is it all about the price tag? Exploring the commercialization of video-capture-based technology in resource-constrained lower-tier sports organizations
(2025) MIOM05 20251Department of Mechanical Engineering Sciences
Production Management
- Abstract (Swedish)
- This master's thesis investigates the commercialization of video-capture-based sports technology in the Swedish lower-tier sports sector, a segment where adoption remains limited despite the growing relevance of such tools in elite contexts. Several scholars have highlighted the need for further research on how high-end technologies can be adapted to resource-constrained environments. This thesis addresses that gap by exploring how such innovations can become more accessible, relevant, and value-creating for grassroots sports organizations.
The study is based on a qualitative interview study, including 17 semi-structured interviews with internal and external stakeholders as well as a document-based analysis of the Swedish sports market.... (More) - This master's thesis investigates the commercialization of video-capture-based sports technology in the Swedish lower-tier sports sector, a segment where adoption remains limited despite the growing relevance of such tools in elite contexts. Several scholars have highlighted the need for further research on how high-end technologies can be adapted to resource-constrained environments. This thesis addresses that gap by exploring how such innovations can become more accessible, relevant, and value-creating for grassroots sports organizations.
The study is based on a qualitative interview study, including 17 semi-structured interviews with internal and external stakeholders as well as a document-based analysis of the Swedish sports market. This market analysis guided the selection of football and handball as the focal sports. The research draws on Go-to-market, stakeholder and innovation theory to develop a commercialization strategy tailored to the specific context of lower-tier clubs.
The findings highlight key barriers to adoption, including both passive and active resistance to innovation. In response, several mitigation strategies are proposed. The study also includes a stakeholder analysis to prioritize influential actors, a value analysis to understand desired outcomes, and an evaluation of payment models suitable for clubs with limited resources.
Ultimately, the thesis presents a commercialization strategy that aligns technical potential with the behavioral, structural, and financial realities of the lower-tier sports ecosystem, offering theoretical insights for scholars and actionable guidance for technology providers aiming to reach underserved markets such as Sweden’s grassroots sports sector. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9202443
- author
- Granath, Ludvig LU and Erneman, Carl LU
- supervisor
- organization
- course
- MIOM05 20251
- year
- 2025
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- video-capture-based sports technology, second-degree frugal innovation, B2B and B2C commercialization, lower-tier sport organizations, stakeholder analysis, value analysis, barriers to adoption, payment models
- other publication id
- 25/5323
- language
- English
- id
- 9202443
- date added to LUP
- 2025-06-18 15:16:13
- date last changed
- 2025-06-18 15:16:13
@misc{9202443,
abstract = {{This master's thesis investigates the commercialization of video-capture-based sports technology in the Swedish lower-tier sports sector, a segment where adoption remains limited despite the growing relevance of such tools in elite contexts. Several scholars have highlighted the need for further research on how high-end technologies can be adapted to resource-constrained environments. This thesis addresses that gap by exploring how such innovations can become more accessible, relevant, and value-creating for grassroots sports organizations.
The study is based on a qualitative interview study, including 17 semi-structured interviews with internal and external stakeholders as well as a document-based analysis of the Swedish sports market. This market analysis guided the selection of football and handball as the focal sports. The research draws on Go-to-market, stakeholder and innovation theory to develop a commercialization strategy tailored to the specific context of lower-tier clubs.
The findings highlight key barriers to adoption, including both passive and active resistance to innovation. In response, several mitigation strategies are proposed. The study also includes a stakeholder analysis to prioritize influential actors, a value analysis to understand desired outcomes, and an evaluation of payment models suitable for clubs with limited resources.
Ultimately, the thesis presents a commercialization strategy that aligns technical potential with the behavioral, structural, and financial realities of the lower-tier sports ecosystem, offering theoretical insights for scholars and actionable guidance for technology providers aiming to reach underserved markets such as Sweden’s grassroots sports sector.}},
author = {{Granath, Ludvig and Erneman, Carl}},
language = {{eng}},
note = {{Student Paper}},
title = {{Is it all about the price tag? Exploring the commercialization of video-capture-based technology in resource-constrained lower-tier sports organizations}},
year = {{2025}},
}