| 1. |
- Dolles, Harald, 1961, et al.
(författare)
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Addressing Ecology and Sustainability in Mega-sporting Events : The 2006 Football World Cup in Germany
- 2010
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Ingår i: Journal of Management and Organization. - : Cambridge University Press (CUP). - 1833-3672 .- 1839-3527. ; 16:4, s. 587-600
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Tidskriftsartikel (refereegranskat)abstract
- For the first time in the history of FIFA (Federation Internationale de Football Association), the football (soccer) World Cup held in Germany 2006 specifically addressed environmental concerns. By doing so, the German Organizing Committee did not have the objective of creating a short-term vision, but rather of making a long-term and lasting contribution to the improvement of environmental protection in hosting a mega-sporting event. By taking the football world cup in Germany as a case study, we will provide insights into the so-called 'Green Goal' programme and its four main areas: water, waste, energy, and transportation. From a global point of view, climate protection was added by the Organizing Committee as the fifth area of action and was recognised as a cross-sectorial task. Finally, questions are addressed on how to apply those measurements in the planning and organisation of other mega (-sporting) events.
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| 2. |
- Söderman, Sten, et al.
(författare)
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Sponsoring the Beijing Olympic Games : patterns of sponsor advertising
- 2010
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Ingår i: Asia Pacific Journal of Marketing and Logistics. - : Emerald. - 1355-5855 .- 1758-4248. ; 22:1, s. 8-24
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this paper is to identify and describe the key driving forces in international sponsorship during the years preceding the 2008 Olympic Games in Beijing.Design/methodology/approach: A "means-objectives model" is applied, thereby linking sponsorship to brand equity factors and to strategic aims. Co-branding, revenue streams and new customers are identified as means factors. The objective factors are presented in three dimensions: product, corporation and region. The analysis is based on 492 advertisements, articles and press releases collected from Chinese newspapers and Chinese official web pages covering the period 2001-2007.Findings: Analysis sees seven dominant means-objectives combinations in sponsorship leading to different pattern of sponsor advertising strategies depending on the lead time to the Olympic Games. First, sponsors mainly focus on co-branding marketing efforts. In the second stage, global Olympic sponsors link co-branding with corporation image, Chinese brands are focusing on product/corporation image and new customers. In the third stage global Olympic sponsors focus more on local markets and customers in advertising. Chinese brands tend to keep an activation strategy based on revenue and product. Only a few local sponsors place emphasis on leveraging their sponsorship investment toward creating an international image.Research limitations/implications: Data collection is limited to a period of altogether three months in 2006 and 2007, focusing on Chinese print media available in Beijing and Shanghai universities' libraries. Given the size of the Chinese media market the data therefore consist only of a random selection of advertisements. Further, the sample does not cover different marketing channels, like TV, radio etc., which might also be part of the sponsor's advertising strategy.Originality/value: In addition to providing further understanding of Olympic sponsor advertising behavior and sponsorship in an emerging market context, this paper provides insights into how the strategic aims related to sponsorship depended on the level of internationalization of the firm.
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| 3. |
- Lund, Ragnar, 1979-
(författare)
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Leveraging cooperative strategy - cases of sports and arts sponsorship
- 2011
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis describes and analyzes factors that shape and characterise cooperative strategy in sports and arts sponsorship. Organisations in the fields of sport and art are becoming increasingly dependent on sponsors for survival and growth. Relative to the impact that these externally acquired resources have on decision making, a theoretical and practical understanding of how such relationships develop, and the factors that influence their outcome, is lagging behind. Sponsorship strategy is based on the indirect exchange relationship between a sponsor and its customers. The relationship between the two is mediated by a sports or arts organization. In the studies I am developing theory on how dynamic capabilities of sports and arts organizations are formed in the interaction with their sponsors and how these can leverage cooperative strategy. The findings are presented in four articles. They are based on two longitudinal case studies: the first, with a large scale sports entity; the second, with a Swedish arts organization. Both were in the process of developing and implementing sponsorship programs. I studied these two organizations, and their interactions with selected sponsors, through a combination of research techniques - including interviews and action research - over a three year period. This is the first attempt to empirically demonstrate how capabilities and resources in the sports and arts fields are formed and evolve through interaction with commercial sponsors. Key factors that impact the value creation from combined resources through partner capabilities are: transparency, legitimacy, goal convergence, power asymmetries, resource complementarities, and systems for knowledge sharing. Individual level capabilities are network brokers who hold responsibility for both internal resource mobilization and identifying potential synergies between partners. Organizational capabilities are the infrastructure through which partners operated.
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| 6. |
- Dolles, Harald, et al.
(författare)
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Sport as a Business: Introduction
- 2011
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Ingår i: Sport as a Business. - Basingstoke : Palgrave Macmillan. - 9780230249257 ; , s. 1-12
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Bokkapitel (refereegranskat)
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| 7. |
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| 8. |
- Fyrberg Yngfalk, Anna, 1980-
(författare)
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Co-Creating Value : Reframing Interactions in Service Consumption
- 2011
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- How producers and consumers interact in the market and integrate resources is fundamental for our understanding of how value and value creation develop in contemporary economy. Value co-creation in markets has gained renewed interest in marketing theory. The existing literature has predominantly focused on emphasizing either how co-creation processes are organized from a provider perspective or how consumers create value in their consumption practices. In taking either a service-provider or consumption perspective, previous research disregards the complexity of interactions between two or more actors, and that interactions often are characterized by tensions and conflicts. The aim of this thesis is therefore to analyze how constellations of various actors interact to co-create value, and to demonstrate possible implications for marketing theory and research on value co-creation. This is done by examining different constellations of actors’ interactions, emphasizing organization and consumption of services in sport and tourism, two fruitful contexts for investigating complex actor constellations. In marketing theory, Service Dominant logic (S-D logic) has evolved into a key framework for conceptualizing and organizing value co-creation. The focus on the organization of value co- creation has occurred at the expense of emphasizing actors’ rich and varied competences and the contextual conditions that permeate actors’ interactions. Therefore, as another contribution, the present thesis further bridges S-D logic with socio-cultural oriented consumption theory on meaning creation, and how available recourses are made use of by organizations and consumers. Drawing on these two frameworks, and by conducting 52 interviews with respondents from actor groups, this thesis provides a systematization of interactions, demonstrating that value co-creation is dependent on the constellation of actors, their often contradicting interests and their various competences. The following types of interactions for value co-creation are suggested: converged, diverged, disjointed and fragmented.
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