Marketing Outsourcing of Chinese Sports Clubs: A SWOT-AHP Analysis

We propose a combined method based on the strengths, weaknesses, opportunities and threats (SWOT) and analytic hierarchy process (AHP) to investigate marketing outsourcing decision of Chinese sports clubs. These results indicate that decision makers at this institution consider strengths, or potential positive outcomes, more importantly than weaknesses, opportunities, and threats. Specifically, Market share is the most important decision making factor for decision makers whereas cost minimization is not as important.