Development of business model for the commercialization of coaching commpetences at BC Zalgiris Kaunas

Abstract

This research attempts to reveal the state of coaching competencies at BC Zalgiris Kaunas, the possibilities to commercialize them in relation to organizational strategy and their business model. Research problem: What business model BC Zalgiris Kaunas should adopt for the commercialization of coaching competences? Research object: The business model for the commercialization of coaches’ competences at BC Zalgiris Kaunas. Research aim: To propose the business model for the commercialization of coaching competences at BC Zalgiris Kaunas. Research objectives: 1. To present the theoretical aspects of the coaching competences of a professional sports club, 2. To reveal the theoretical aspects of value proposition and business models in relationship to the club‘s coaching competences’ commercialization, 3. To discuss the current state of coaching competencies’ commercialization in the context of BC Zalgiris Kaunas and its organizational strategy, 4. To analyse the actual and potential value proposition as well as business model of BC Zalgiris Kaunas with regards to coaching competences’ commercialization (based on interview and case analyses results), 5. To propose the improvements to the business model (or its re-design) for the commercialization of coaching competences at BC Zalgiris Kaunas and discuss their strategic implications. Research methods. Literature analysis, semi-structured interview, content analysis, case analysis. Results and conclusions. The author suggests improvements to the actual and desired BC Zalgiris Kaunas business model and tackles strategic implications from coaching competencies perspective. The amendments are: 1. Accentuate Zalgiris coaches’ competencies in foreign countries summer camps, 2. Organize short basketball camps for youth academies from abroad, 3. Add online content to Zalgiris Coach Clinic, 4. Create a study program in conjunction with a University, 5. Propose virtual practices online for youth coaches and players, 6. Establish cooperation/partnership with Echosport and Stats4sport by offering unique content from the technological perspective.