Sponsoring as a Strategy to Enter, Develop, and Defend Markets: Advertising Patterns of the Beijing Olympic Games’ Sponsoring Partners

• Multinational enterprises use mega-events as an international marketing platform. But sponsoring mega- events has also developed as a strategic way for local companies to enter new markets or to prove themselves as being ready for the world market, especially when the event takes place in an emerging market. This research describes and analysing the advertising behaviour of the sponsoring partners to the Beijing Olympic Games in 2008. A means-objective framework of sponsoring focussing on six factors was applied to analyse 739 advertisements and press releases between 2001 and 2008. By applying a qualitative content analysis, we discovered eight dominant means-objectives combinations leading to different sponsor advertising strategies.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Nyckelord

Sponsoring

Advertising

Emerging markets

China

Beijing Olympic Games

Publikations- och innehållstyp

ref (ämneskategori)

kap (ämneskategori)