Assessing Sponsorship Through the Intellectual Capital Framework
2006 (English)In: Marketing Management Journal, ISSN 1534-973X, Vol. 16, no 1, 181-187 p.Article in journal (Refereed) Published
Sponsorship is associated with multiple objectives ranging across functions and departments. A common weakness in sponsors is that they make sponsorship related decisions without considering wider issues. This paper discusses how sponsorship activities can be linked to overall corporate performance. Conclusions are drawn from a case study of a global sponsor integrating sponsorship in its overall performance management process.
Place, publisher, year, edition, pages
2006. Vol. 16, no 1, 181-187 p.
Sponsorship, Sports, Intellectual Capital, Measurements
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-54327OAI: oai:DiVA.org:su-54327DiVA: diva2:393221