PurposeThe purpose of this study was twofold. First, the authors analyzed how a major Canadian university sport brand was interpreted by its stakeholders and why the perception was so negative. Second, the researchers investigated how a dormant university sport brand could be revitalized.Design/methodology/approachA mixed-methods approach was designed. During the first year, a qualitative methodology was established. Researchers conducted 14 different focus groups, with students-athletes, students, coaches, university administrators, support staff and professors. In the second year, based on the initial findings, the researchers elaborated a quantitative protocol and built a multidimensional questionnaire which was administered to groups that were gravitating around the varsity brand. There were a total of 1,757 completed questionnaires.FindingsThe conclusions highlighted the weakness of the varsity brand and the limitations in leveraging the latter for the benefit of the institution. Contradictions in the marketing and branding decisions were noted, for which strategic recommendations were formulated.Research limitations/implicationsIn essence, the contributions of the paper relate to the strategic management of the brand and the mixed-methods approach borrowed in this research. Understanding how a brand is perceived is essential for managers in elaborating their strategy and, therefore, being able to connect effectively with their audience.Originality/valueThe potential strategic leverage of branding for universities becomes even more valuable as these institutions are increasingly using their varsity programs to compete with one another. This study specifically analyzes the case of a Canadian varsity brand whose values and resources differ greatly from other North American institutions.
Starting from both competition policy, which is a major point of interest for each state and for the international community as a whole, as well as from the attention paid by the competition regulators, it has developed a true competition law. Studying national and international regulations in the field, the present work aims to be an incursion, signaling through the observation method and the comparative aspects between measures of aid and export credit, as well as the constraints that may arise in their existence.
This study compared the CMJ performance of two teams of young male ice hockey players and two teams of female ice hockey players of different levels of competition and examined whether a specific CMJ variable could predict Prep or Varsity team membership and thus be used as part of the talent identification process for ice hockey. A retrospective analysis of six CMJ variables collected via force platforms was conducted. Independent samples t-tests were used to compare the means of the six CMJ variables between the male teams and female teams and a logistic regression analysis was performed to compare team membership to Prep or Varsity teams with the specific CMJ variables. Significant differences (p < 0.05) were found between Prep and Varsity male players in four CMJ variables, all in favor of the Varsity group: mRSI (p = 0.016, ES = -0.860), peak propulsive power (p = 0.022, ES = -0.811), time to take-off (p = 0.005, ES = 1.008), and braking rate of force development (p = 0.005, ES = -1.025). For the female players, only countermovement depth was significantly different (p = 0.030, ES = 0.841) between Prep and Varsity teams, in favor of the Varsity group. Following the logistic regression analysis, only countermovement depth (Wald's p-value = 0.011) could predict team membership to the Prep or Varsity group for the girls while no CMJ variables could significantly predict team membership to the Prep or Varsity teams for the boys. Results from this study suggest that other CMJ kinetic variables should be used when comparing CMJ performance between athletes rather than only using jump height. In addition, countermovement depth can be used by coaches of female ice hockey players to predict team membership.
ABSTRACT Reflective practice has recently been advocated as approach for sports and strength and conditioning coaches to question, learn from, and understand their own experiences to adapt and/or change their subsequent behaviors and decision-making processes. This article discusses the importance of reflexive practice for coaches and provides examples of how reflective practice can be implemented at each step of the coaching process.
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