1. ^aQueensland University of Technology, Brisbane, Queensland 4001, Australia.
2. ^bMax Planck Institute of Economics, Texas Christian University, TCU Box 298530, Fort Worth, TX 76129, USA. E-mail: siriterjesen@yahoo.com

Received 25 November 2006; Revised 24 July 2007; Accepted 4 December 2007.

Abstract

This article describes the entrepreneurial development and professionalism of ultradistance running (ultrarunning) in South Korea, culminating with the hosting of the International Association of Ultrarunning World Cup 100km in 2006. This case-study-based research provides evidence of various macro-environmental and individual drivers of a grassroots entrepreneurial process, contextualized in Korea's sporting culture. Macro-environmental factors include the economic crisis and Korean cultural values of camaraderie, emotional expressiveness and entrepreneurial spirit. At the individual level, self-leadership, focus, persistence, team dynamics and access to resources explain the growth of ultrarunning and the commitment to hosting the IAU World Cup. Implications for sports entrepreneurship and grassroots-initiated mega-sporting events in Asia are discussed.