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Cause-related marketing, legitimacy and internationalization of professional service firms A case study of a football talent scouting microfirm

机译：造成相关营销，专业服务公司的合法性和国际化的案例研究了足球人才侦察措施Microfirm

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PurposeThe purpose of this paper is to address the role of legitimacy in internationalization to Africa of a Finnish professional service microfirm, which uses cause-related marketing (CRM) as the business model.Design/methodology/approachThe paper consists of a single case study of a microfirm (two employees) originating from Finland, which has successfully internationalized to many African countries. Due to the uniqueness of the context, the authors use semi-structured interviews to collect founders' insights to the issue being addressed. Moreover, along with interviews, secondary sources related to football talent scouting in Africa are also utilized in the paper.FindingsThe authors found that the case company was established with the aim of helping and uplifting poor African footballers, so the business model is CRM. It has scouted many of them for professional football clubs in Europe. The authors further found that sociopolitical legitimacy plays a major role in dealing with African footballers and local stakeholders, while cognitive legitimacy helped the case firm gain the trust of European football clubs.Originality/valueInternationalization of microfirms operating in the service sector is a rather under-researched area compared to the internationalization of SMEs and large MNEs. The paper is one of the first to study internationalization of a professional service microfirm involved in scouting football talent in Africa and matchmaking them with European football clubs. It contributes to extant CRM and internationalization literature by being one of the first to analyze a firm whose business model revolves around CRM and discussing specific roles of different kinds of legitimacies needed for internationalization to Africa in this specific service sector.
机译：本文的目的是解决合法性在国际化到非洲芬兰专业服务微食中的非洲的作用，它使用与事业相关的营销（CRM）作为业务模式.Design/Methodology/Approach由一个案例研究组成源自芬兰的微量食品（两名雇员），已成功地为许多非洲国家国际化。由于上下文的独特性，作者使用半结构化访谈来收集创始人对所解决的问题的见解。此外，除了访谈中，非洲的足球人才侦察有关的二级来源也也在纸张中使用.Findingsthe作者发现案件公司是为了帮助和挽回贫困的非洲足球运动员，因此商业模式是CRM。它为欧洲的职业足球俱乐部侦察了许多人。作者进一步发现，社会政治合法性在处理非洲足球运动员和当地利益相关者方面发挥着重要作用，而认知合法性有助于案例公司获得欧洲足球俱乐部的信任。在服务业中运营的微食品的人民主要人数是相当不足的研究区域与中小企业和大型跨国公司的国际化相比。本文是第一个研究在非洲侦察足球人才中涉及的专业服务密码的国际化，并将其与欧洲足球俱乐部相反。它通过成为第一个分析公司的商业模式围绕CRM的公司之一，有助于现存的CRM和国际化文献，并讨论在此特定服务业中对非洲的不同类型合法化的特定作用。

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