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Strategic sponsoring in professional sport: A review and conceptualization

PublikationArtikel (med peer review)
Företagandets villkor, Företagsekonomi, Managementforskning, Robert Demir, Strategiskt beteende

Sammanfattning

Research question: While the literature on sponsorship of sport has gained interest among scholars in diverse fields such as management, marketing, and psychology in recent years, scant attention has been paid to the extent in which sponsoring may serve as a strategic lever that is mutually beneficial for sponsors and sponsees. We, therefore, ask: What constitutes strategic sponsoring in professional sport?
Research methods: In addressing our research question, we selectively review the literature on sport sponsoring, link it to the basic tenets of the resource-based view, and conceptualize this literature into a framework for strategic sponsoring in professional sport.

Results and Findings: In developing our framework, we consider the concept of regime as the key defining working principle of strategic sponsorship activities. We then elicit six different regimes: the cause regime, loyalty regime, appropriability regime, value-differential regime, heuristics-based regime, and associational regime. Each one of these regime types is further related to the six sponsorship activities identified in our literature review.

Implications: In proposing how various regimes serve as generative mechanisms for altering the resource and knowledge-bases of sponsors and sponsees, we provide a conceptually rigorous framework of strategic sponsoring that expands the limits of extant views of sport sponsorship. Hence, our multi-level framework advances sponsorship theory through a more rigorous framing, and it provides practitioners clues for rethinking their sponsorship programs.

Demir, R. & Söderman, S. (2015). Strategic sponsoring in professional sport: A review and conceptualization. European Sport Management Quarterly, 15(3), 271-300.DOI:10.1080/16184742.2015.1042000

Baserat på innehåll

Strategic sponsoring in professional sport: A review and conceptualization
Article (with peer review)Publikation
Demir, R. & Söderman, S.
Publiceringsår

2015

Sammanfattning

Research question: While the literature on sponsorship of sport has gained interest among scholars in diverse fields such as management, marketing, and psychology in recent years, scant attention has been paid to the extent in which sponsoring may serve as a strategic lever that is mutually beneficial for sponsors and sponsees. We, therefore, ask: What constitutes strategic sponsoring in professional sport?
Research methods: In addressing our research question, we selectively review the literature on sport sponsoring, link it to the basic tenets of the resource-based view, and conceptualize this literature into a framework for strategic sponsoring in professional sport.

Results and Findings: In developing our framework, we consider the concept of regime as the key defining working principle of strategic sponsorship activities. We then elicit six different regimes: the cause regime, loyalty regime, appropriability regime, value-differential regime, heuristics-based regime, and associational regime. Each one of these regime types is further related to the six sponsorship activities identified in our literature review.

Implications: In proposing how various regimes serve as generative mechanisms for altering the resource and knowledge-bases of sponsors and sponsees, we provide a conceptually rigorous framework of strategic sponsoring that expands the limits of extant views of sport sponsorship. Hence, our multi-level framework advances sponsorship theory through a more rigorous framing, and it provides practitioners clues for rethinking their sponsorship programs.

Nominated procurement and the indirect control of nominated sub-suppliers: Evidence from the Sri Lankan apparel supply chain
Artikel (med peer review)Publikation
Fontana, E., Öberg, C., Poblete, L.
Publiceringsår

2021

Sammanfattning

This article describes and discusses nominated procurement as a means through which buyers select sub-suppliers to achieve sustainability compliance upstream in emerging economies’ supply chains. Hence, it critically examines the ways buyers articulate nominated procurement and the unfolding supply chain consequences. Based on in-depth interviews and fieldwork in the Sri Lankan apparel supply chain, the findings indicate that buyers accomplish sustainability compliance among their sub-suppliers while prioritizing their own business agenda. In doing so, however, buyers perpetuate “suboptimal compliance” of raw material suppliers and “sandwiching” of direct suppliers as harmful consequences on the supply chain. These consequences link theoretically with commercial, geographical, compliance and extended-compliance pressure. This article contributes to the advancement of the Sustainable Supply Chain Management literature by theorizing about nominated procurement, direct and indirect pressure, and pointing to the supply chain consequences beyond achievements in sustainability compliance.

Government-sponsored entrepreneurship education: Is less more?
Artikel (med peer review)Publikation
Sjöö, K., Elert, N. & Wennberg, K.
Publiceringsår

2020

Sammanfattning

Entrepreneurship research suggests that entrepreneurship education and training can bridge the gender gap in entrepreneurship, but little empirical research exists assessing the validity and impact of such initiatives. We examine a large government-sponsored entrepreneurship education program aimed at university students in Sweden. While a pre-study indicates that longer university courses are associated with short-term outcomes such as increased self-efficacy and entrepreneurial intentions, results from a more comprehensive study using a pre-post design suggest little effect from these extensive courses on long-term outcomes such as new venture creation and entrepreneurial income. In contrast, we do find positive effects on these long-term outcomes from more limited but more specific training interventions, especially for women. Our study suggests that less extensive but more tailored interventions can be more beneficial than longer or more extensive interventions in promoting entrepreneurship in general, and entrepreneurship of underrepresented groups in particular. We discuss implications for theory, education, and policy.

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