Popular culture is the second largest explore business. Sports industries are one of the foundations of popular culture. There is a need to develop a molecular approach to understand the dynamics of enterprise interactions because the nature of the sports industry is changing on a daily basis. Traditional methodologies are global and reactive and not proactive in there ability to achieve change. A contemporary approach is needed in a fast paced industry such as sport.
Groves, David L. and Zanger, Beverly R. K.
"A Study of the Holistic and Affective Elements that Influence the Cultural Expression of Sport,"
Visions in Leisure and Business: Vol. 14
, Article 2.
Available at: https://scholarworks.bgsu.edu/visions/vol14/iss1/2