
Dr Adam Karg
- Swinburne Business School
- Sport Innovation Research Group
- Department of Management and Marketing
- BA1012 Hawthorn campus
Biography
Dr Adam Karg is an Associate Professor and leads the Sport Innovation Research Group in the Swinburne School of Business, Law and Entrepreneurship. He completed a Bachelor of Commerce (Hons) and PhD at Deakin University and his main research areas are concerned with sport fan and customer equity, specifically season ticket holder and membership services related to satisfaction, engagement and organisation-fan relationships. Additionally, he undertakes research in organisation design, consumer behaviour, sponsorship and branding, analytics and innovation applied to sport.
Adam has published research articles in ranked peer-reviewed sport management and marketing journals and is a co-author of leading textbooks on Sport Marketing and Sport Organisation. He has also been engaged in a range of research and consulting activities with national and state sporting organisations, governing bodies, sport technology start-ups and more than 50 professional sport teams in Australia and overseas. Adam has presented at academic and industry conferences and undertaken workshops for national and overseas audiences and is the current President of the Sport Management Association of Australia and New Zealand (SMAANZ).
Research interests
Innovation; Sport Marketing; Marketing; Consumer Behaviour; Analytics; Management
PhD candidate and honours supervision
Higher degrees by research
Accredited to supervise Masters & Doctoral students as Principal Supervisor.
Honours
Available to supervise honours students.
Fields of Research
- Sport And Leisure Management - 350405
- Marketing Management (incl. Strategy And Customer Relations) - 350605
- Marketing Research Methodology - 350606
Teaching areas
Marketing;Consumer Behaviour;Sport Marketing
Publications
Also published as: Karg, Adam; Karg, A.; Karg, A. J.; Karg, Adam J.
This publication listing is provided by Swinburne Research Bank. If you are the owner of this profile, you can update your publications using our online form.
Recent research grants awarded
- 2023: CUSTOMER EQUITY IN LEISURE SERVICES *; PeninsulaLeisure
- 2023: Mapping intersectionality within the Victorian Sport Sector workplaces *; DEPARTMENT OF JOBS, SKILLS, INDUSTRY AND REGIONS OF VICTORIA FUND SCHEME
- 2023: SOCIAL CONNECTION RESEARCH *; City of Stonnington (for Contracts)
- 2023: Social Impact and Connection Outcomes Associated with Community Sport *; ARC Linkage Projects Scheme
- 2022: Activating social connection to address isolation in Australia *; ARC Linkage Projects Scheme
- 2022: Benefits of Inclusive Employment *; Jobsbank Limited Fund Scheme
- 2022: Fan and Member Equity Research Project *; MELBOURNE REBELS RUGBY UNION PTY LTD FUND SCHEME
- 2022: Women & Girls ? Monitoring & Evaluation *; Tennis Australia
- 2021: Customer Experience (CX) Measurement Research *; City of Stonnington (for Contracts)
- 2021: Giving Active Recreation a Sporting Chance: A Comparative Analysis of Infrastructure Types on Physical Activity *; A_Space Australia Pty Ltd
- 2021: Research Consultancy: The Value of the National Aquatic Industry *; Royal Life Saving Society Australia Fund Scheme
- 2021: Sandhurst Resident Services Research *; Sandhurst Club - Partnership
- 2021: Sydney Sixers Evaluation Program *; Sydney Sixers Cricket Team FS
- 2020: Customer Equity in Leisure Services *; PeninsulaLeisure
- 2020: Exploring Wellbeing Outcomes in the Aquatic and Recreation Industry *; ARC Linkage Projects Scheme
- 2020: Regional Alliance for Social Inclusion *; Department of Jobs, Precincts and Regions
- 2019: Change Our Game initiatives evaluation *; Department of Jobs, Precincts and Regions
- 2019: Customer Equity in Professional Sport Teams *; Australian Football League
- 2019: Employee Experience in Leisure Service Delivery *; PeninsulaLeisure
- 2018: Customer Equity in Professional Sport *; Australian Football League
* Chief Investigator
Recent media
- 2023-07-21: What Victoria's Comm Games Decisions means for the future of large events - Travel Weekly
- 2023-07-18: Victorians react to Daniel Andrew’s cancelling 2026 Commonwealth Games - Herald Sun
- 2023-05-05: https://www.sportbusiness.com/2022/05/adam-karg-and-jonathan-robertson-five-big-questions-for-sports-executives-identified-at-sportnxt/ - Sport Business.com
- 2023-04-17: Australia’s gambling industry split over betting-ad ban on match-day jerseys - The Guardian
- 2021-06-15: What the impact of the pandemic means for your career - Sports Grad (Podcast)
- 2021-06-05: Covid creates a brave new world for Aussie sports industry - Australian Times
- 2021-05-14: Commercialisation of Sport - ABC National
- 2021-05-05: NFTs hit the big league, but not everyone will win from this new sports craze - The Conversation
- 2020-12-23: Drive to football? Take your kids to the pool? You're probably emitting an astonishing amount of CO2 - The Conversation
- 2020-11-12: Pandemic pushes sport to double down on data-driven business - Sport Business
- 2020-10-03: The look, the leap, the love - AFL.com
- 2020-08-11: Research & Innovation in Sports Management and Technology - STRN (Podcast)
- 2020-08-10: Will rights-holders emerge from Covid-19 lean and mean or broken and weak? - Sport Business
- 2020-06-04: How the AFL used its biggest asset to tackle Covid-19 financial woes - Sport Business
- 2020-05-15: 'Best of' sport lists are filling the live sport vacuum, but women take the sidelines once again - The Conversation
- 2020-03-21: What happens when we can't get our fix of sport? - The Age
- 2020-03-20: Levelling the playing field makes women the winners - The Age
- 2019-10-06: Benefits of Sport backed by Survey - Hobart Mercury
- 2019-09-10: Best on ground: why Australians think sporting bodies provide strongest leadership for public good - The Conversation
- 2019-08-12: AFL Fan and Member Conversion - ABC Melbourne