Cody T. Havard is Associate Professor of Sport Commerce and the Coordinator of Research in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis, USA. He is the Director of the Bureau of Sport and Leisure Commerce and the KWS Coordinator of Research at The University of Memphis.  Dr. Havard researches the rivalry phenomenon in and out of sport to better understand group member behavior.

• Chapter 1. Introduction.- Chapter 2. What is Rivalry and Organizational Responsibility.- Chapter 3. Relative Rivalry and Place.- Chapter 4. GORFing and Consumption.- Chapter 5. Call to Action.- Chapter 6. Sport Rivalry Man Curriculum.- Chapter 7. Conclusion.

Cody T. Havard is Associate Professor of Sport Commerce and the Coordinator of Research in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis, USA. He is the Director of the Bureau of Sport and Leisure Commerce and the KWS Coordinator of Research at The University of Memphis.  Dr. Havard researches the rivalry phenomenon in and out of sport to better understand group member behavior.

• Chapter 1. Introduction.- Chapter 2. What is Rivalry and Organizational Responsibility.- Chapter 3. Relative Rivalry and Place.- Chapter 4. GORFing and Consumption.- Chapter 5. Call to Action.- Chapter 6. Sport Rivalry Man Curriculum.- Chapter 7. Conclusion.

Cody T. Havard is Associate Professor of Sport Commerce and the Coordinator of Research in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis, USA. He is the Director of the Bureau of Sport and Leisure Commerce and the KWS Coordinator of Research at The University of Memphis.  Dr. Havard researches the rivalry phenomenon in and out of sport to better understand group member behavior.

• Chapter 1. Introduction.- Chapter 2. What is Rivalry and Organizational Responsibility.- Chapter 3. Relative Rivalry and Place.- Chapter 4. GORFing and Consumption.- Chapter 5. Call to Action.- Chapter 6. Sport Rivalry Man Curriculum.- Chapter 7. Conclusion.