Consumer satisfaction is largely driven by value- the more that you pay for something the more you expect from it. It is no different in football, when a player earns a new contract and a pay rise, expectations rise, which is only correct. Arsenal fans’ tolerance for Theo Walcott gradually dropped, firstly in January 2013 and then again in the summer of 2015 when he signed new contracts on improved terms. Suddenly, the wrinkles in his game were far less acceptable. After all, contracts are not, or shouldn’t be, rewards for what you achieved in the past but paid down on expectation for what you will deliver in the future. Which brings us to Pierre Emerick Aubameyang. When you award a...
Full Story »