The practice of brand extension through licensing: The Spalding challenge

In this case study, the Russell Corporation's acquisition of Spalding creates an opportunity for Spalding's marketing staff to reevaluate their licensing strategy. Prior ownership has heavily leveraged the equity of the Spalding brand to generate maximum licensing revenues with a minimal concern for the long-term impact on the brand. Placed in the position of Spalding's Vice President for Marketing, the reader must grapple with strategic licensing factors such as the rise of the big-box retailer in distribution channels and product category congruence across extensions. Ultimately, with several licensing contracts up for renewal, a decision on the future direction of the Spalding brand must be outlined and defended in a presentation to the executives at Russell.     

Relationship between maximal oxygen uptake and oxygen uptake attained during treadmill middle-distance running

Traditionally, it has been assumed that during middle-distance running oxygen uptake (VO2) reaches its maximal value (VO2max) providing the event is of a sufficient duration; however, this assumption is largely based on observations in individuals with a relatively low VO2max. The aim of this study was to determine whether VO2max is related to the VO2 attained (i.e. VO2peak) during middle-distance running on a treadmill. Fifteen well-trained male runners (age 23.3 +/- 3.8 years, height 1.80 +/- 0.10 m, body mass 76.9 +/- 10.6 kg) volunteered to participate in the study. The participants undertook two 800-m trials to examine the reproducibility of the VO2 response. These two trials, together with a progressive test to determine VO2max, were completed in a randomized order. Oxygen uptake was determined throughout each test using 15-s Douglas bag collections. Following the application of a 30-s rolling average, the highest VO2 during the progressive test (i.e. VO2max) was compared with the highest VO2 during the 800-m trials (i.e. VO2peak) to examine the relationship between VO2max and the VO2 attained in the 800-m trials. For the 15 runners, VO2max was 58.9 +/- 7.1 ml x kg(-1) x min(-1). Two groups were formed using a median split based on VO2max. For the high and low VO2max groups, VO2max was 65.7 +/- 3.0 and 52.4 +/- 1.8 ml x kg(-1) x min(-1) respectively. The limits of agreement (95%) for test-retest reproducibility for the VO2 attained during the 800-m trials were +/- 3.5 ml x kg(-1) x min(-1) for a VO2peak of 50.6 ml x kg(-1) x min(-1) (the mean VO2peak for the low VO2max group) and +/- 2.3 ml x kg(-1) x min(-1) for a VO2peak of 59.0 ml x kg(-1) x min(-1) (the mean VO2peak for the high VO2max group), with a bias in VO2peak between the 800-m runs (i.e. the mean difference) of 1.2 ml x kg(-1) x min(-1). The VO2peak for the 800-m runs was 54.8 +/- 4.9 ml x kg(-1) x min(-1) for all 15 runners. For the high and low VO2max groups, VO2peak was 59.0 +/- 3.3 ml x kg(-1) x min(-1) (i.e. 90% VO2max) and 50.6 +/- 2.0 ml x kg(-1) x min(-1) (i.e. 97% VO2max) respectively. The negative relationship (-0.77) between VO2max and % VO2max attained for all 15 runners was significant (P = 0.001). These results demonstrate that (i) reproducibility is good and (ii) that VO2max is related to the %VO2max achieved, with participants with a higher VO2max achieving a lower %VO2max in an 800-m trial on a treadmill.     

An objective method for depicting team performance in elite professional rugby union

Using a two-study approach, we examined a methodology for objectively depicting team performance and form in a professional rugby union side. Study 1 developed standardized indicators to examine a team's performance in a single match relative to their previous matches over a domestic season via a performance report and form chart. This resulted in standardized performance indicators that provided instant and coherent feedback on the team's performance relative to previous standards. Study 2 then utilized this methodology to compare a match between two professional sides, played the following season, to assess the extent to which the performance by one team affected that of the other. Comparison of the two teams' performances, for the match they played against each other, identified a drop in relative performance (against previous standards) for both teams on the same performance indicators. This appeared to be due to the match being a close, hard-fought contest particularly in the tackle and around the gain-line. The findings of the two studies suggest an accurate and viable methodology for depicting team performance that is superior to the global measures previously adopted. Presenting teams' current standardized performances (i.e. form) on a single visual scale also has utility for coaches within an applied setting. Future research should further investigate the effect of one team's performance on another through both individual and team outcomes.     

Hearts in the fire, heads in the fridge: a qualitative investigation into the temporal patterning of the precompetitive psychological response in elite performers

Retrospective perceptions and causal beliefs regarding the temporal patterning of precompetitive psychological responses were examined in 12 elite rugby union players. Composite sequence analysis resulted in a series of temporal networks to describe participants' cognitive, affective, and behavioural responses in a time-to-event paradigm. Match-related cognitions remained stable in the lead up to competition, while perceptions of physical symptoms peaked at the onset of performance. Affective responses were associated with feelings of anxiety and tension in the early temporal phases but excitement, confidence, and efficacy in team-mates directly before competition. Behavioural themes described activities associated with technical and physical preparation, familiarization with environmental conditions, and strategies to control activation states early on or directly before competition. The findings highlight the idiosyncratic and dynamic nature of the temporal patterning of precompetitive responses and the influence that perceptions of the team have upon individual preparation for performance. Implications are discussed in the context of the type and timing of intervention for developing individual and team preparatory routines.     

The effects of mental fatigue on cricket-relevant performance among elite players

This study investigated the effects of a mentally fatiguing test on physical tasks among elite cricketers. In a cross-over design, 10 elite male cricket players from a professional club performed a cricket run-two test, a Batak Lite reaction time test and a Yo-Yo-Intermittent Recovery Level 1 (Yo-Yo-IR1) test, providing a rating of perceived exertion (RPE) after completing a 30-min Stroop test (mental fatigue condition) or 30-min control condition. Perceived fatigue was assessed before and after the two conditions and motivation was measured before testing. There were post-treatment differences in the perception of mental fatigue (P < 0.001; d = ?7.82, 95% CIs = ?9.05–6.66; most likely). Cricket run-two (P = 0.002; d = ?0.51, 95% CIs = ?0.72–0.30; very likely), Yo-Yo-IR1 distance (P = 0.023; d = 0.39, 95% CIs = 0.14–0.64; likely) and RPE (P = 0.001; d = ?1.82, 95% CIs = ?2.49–1.14; most likely) were negatively affected by mental fatigue. The Batak Lite test was not affected (P = 0.137), yet a moderate (d = 0.41, 95% CIs = ?0.05–0.87) change was likely. Mental fatigue, induced by an app-based Stroop test, negatively affected cricket-relevant performance.     

Exposing athletes to playing form activity: outcomes of a randomised control trial among community netball teams using a game-centred approach

This study evaluated whether exposing junior netball players to greater amounts of competition relevant activity (playing form activity) had an effect on game play outcomes and session involvement. A group-randomised controlled trial in one junior netball club in the Hunter Region, NSW, Australia. Ninety female athletes (mean age = 9.04 years, SD 1.53) were randomised by team (n = 11) into the intervention (n = 41) or 9-week wait-list control (n = 49) condition. The Professional Learning for Understanding Games Education into Sport (PLUNGE into Sport) programme was undertaken in the first half of nine training sessions (9 × 30 min). The intervention exposed athletes to playing form activity through a coach development programme within training sessions. Athletes’ decision-making, support and skill outcomes during a small-sided invasion game, and session involvement (pedometer step/min), were measured at baseline and 9-week follow-up. Linear mixed models revealed significant group-by-time intervention effects (P < 0.05) for decision-making (d = 0.4) and support (d = 0.5) during game play, and in-session activity (d = 1.2). An intervention exposing athletes to greater levels of playing form activity, delivered via a coach education programme, was efficacious in improving athlete decision-making and support skills in game play and increasing athlete involvement during sessions.     

Designing policy: collaborative policy development within the context of the European capital of culture bid process

ABSTRACT

How do ideas become policies? What route do they take from inception to implementation and what criteria are used to evaluate one set of proposals against another? This paper examines the development of the Creative Work Fellowship policy proposal in Limerick, tracing the origins of the idea, itself a contended and negotiated object, from discussions between academics and policy-makers through to scoping, pitching and scaling the policy to its eventual users. This policy idea was designed during the Intelligence Unit (IU) commissioned by Limerick2020 as part of the city’s bid to become European Capital of Culture in 2020. The IU took the form of a policy think-tank, tasked with generating insights, ideas and policy proposals into the place of culture within Limerick city and region. The IU structure created a set of actors and an epistemic community capable of both generating and using ideas effectively, chiefly through two mechanisms. The first involved a robust critique and rebuilding process that every element of the policy was exposed to; the second involved feedback from interested parties at specific stages in the process. This created a series of “policy entrepreneurs” capable of taking a fully costed and modelled policy suggestion to government. The findings presented in the paper include an analysis of the collaborative nature of this policy development process, Based on this framework, we also consider the role of the European City of Culture bid process as catalyst for policy development in a regional context, and present findings on this subject.