Proceedings of the 54th International Academic Virtual Conference, Prague

MARKETING EVOLUTION OF PERFORMANCE ENHANCING DRUGS IN PROFESSIONAL CYCLING

J. J. PRINSLOO, T. G. PELSER, P. S. RADIKONYANA

Abstract:

The use of performance enhancing drugs (PED’s) is prevalent amongst professional cyclists. Over the past 100 years, the use there-off went through different evolutionary periods. The products (PED’s) evolved since the 1900’s. During the early 1900’s products like tobacco and alcohol were used. Fifty years later, after WWII, amphetamines (developed during the WWII period) was the product of choice. Since the late 1980’s another product evolution took place. Erythropoietin (EPO) a product designed for cancer patients started surfacing amongst cyclists. Ironically this product have one primary negative side effect – sudden death. However, this did not curtail or stop the use. Positive effects were and are massive in terms of athlete performance. This paper look at the historical time line of the use of PED’s. The use there-off as well as the various effects it had and have on cyclists. Marketing (push strategy) did and do not drive this phenomena. Based on its “submerged or underground” nature of products and its use, a “pull strategy” seem to be the chosen marketing channel application. Intermediaries does not fir the accepted marketing profile. Rather medical qualified individuals seem to become links in these distribution channels. A qualitative literature empirical approach was used. Literature was scrutinised based on a convenient and purposive nature. Because of the sensitive and ethical nature of this paper, a pure qualitative interview approach was disregarded. The aim of this paper was to structure the historical time line as well as the evolution of these products. The findings, although sensitive, is two-fold in nature. These recommended suggestions are highly speculative and should be treated as alternative suggestions to the current situation.

Keywords: Performance enhancing drugs (PED’s); Tour de France (TdF); Submerged markets; Marketing channel; “Word of Mouth” communication

DOI: 10.20472/IAC.2020.054.021

PDF: Download