Abstract

The present article analyses the effects of globalization and the influence of local
cultures on the development and use of sports technologies, such as, for example, sailing boats, bicycles, skis, etc., and on market expansion in the commercialization of sports products. It is pointed out that only when there is a profound differentiation in a specific sports technology can the diversity of global and local effects become visible. Against the thesis of a world standardization of uniform goods and services and, therefore, of an evening up in the practice of sports, is the fact that with technological development the "degrees of liberty" increase enormously, opening up a practically inexhaustible space for individualization and adaptation to local cultures. Verf.-Referat