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Leveraging cooperative strategy - cases of sports and arts sponsorship
Stockholm University, Faculty of Social Sciences, School of Business.
2011 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

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.

Place, publisher, year, edition, pages
Stockholm: School of Business, Stockholm University , 2011. , 214 p.
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-54361ISBN: 978-91-7447-203-5 (print)OAI: oai:DiVA.org:su-54361DiVA: diva2:393471
Public defence
2011-02-23, Gröjersalen, hus 3, Kräftriket, Roslagsvägen 101, Stockholm, 13:00 (English)
Opponent
Supervisors
Note
At the time of the doctoral defense, the following papers were unpublished and had a status as follows: Paper 2: Submitted. Paper 3: Submitted.Available from: 2011-02-02 Created: 2011-01-31 Last updated: 2011-02-01Bibliographically approved
List of papers
1. Assessing Sponsorship Through the Intellectual Capital Framework
Open this publication in new window or tab >>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
Abstract [en]

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.

Keyword
Sponsorship, Sports, Intellectual Capital, Measurements
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-54327 (URN)
Available from: 2011-01-31 Created: 2011-01-29 Last updated: 2011-02-01Bibliographically approved
2. Intellectual Capital in Sports Organizations - A Sponsorship Perspective
Open this publication in new window or tab >>Intellectual Capital in Sports Organizations - A Sponsorship Perspective
(English)Article in journal (Refereed) Submitted
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-54371 (URN)
Available from: 2011-01-31 Created: 2011-01-31 Last updated: 2011-02-01Bibliographically approved
3. Creating Value in Sport Sponsorship Relationships: Internal and Inter-organizational Performance Indicators
Open this publication in new window or tab >>Creating Value in Sport Sponsorship Relationships: Internal and Inter-organizational Performance Indicators
(English)Article in journal (Refereed) Submitted
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-54372 (URN)
Available from: 2011-01-31 Created: 2011-01-31 Last updated: 2011-02-01Bibliographically approved
4. Co-creating value in sponsorship relations: the case of the Royal Swedish Opera
Open this publication in new window or tab >>Co-creating value in sponsorship relations: the case of the Royal Swedish Opera
2010 (English)In: International Journal of Quality and Service Sciences, ISSN 1756-669X, Vol. 2, no 1, 113-127 p.Article in journal (Refereed) Published
Abstract [en]

Purpose

Influenced by emerging developments in service management, the aim of this paper is to develop a model for value co-creation in sponsorship relations, with specific emphasis on inter-organizational learning dimensions.

Design/methodology/approach

The paper is longitudinal and based on data from the Royal Swedish Opera and relationships between the Opera and three sponsors. The paper combines participant observation with interviews during a three year period. It is inspired by theory from many areas, in particular from relationship and network thinking and the current development of new theories on service and value.

Findings

The findings are structured in a model of the development of a new sponsorship programme. The partners learnt by interacting with each other and the surrounding network. Value of sponsorship programmes increased with the number of non-competing sponsors. Learning supported long-term relations and enhanced the value of a sponsorship programme for new sponsors.

Research limitations/implications

The paper introduces new service perspectives on sponsorship and contributes to the sponsorship literature with insights on inter-organizational learning. The paper offers a rich in-depth analysis of relational and network mechanisms and could be further developed in other sponsorship cases.

Practical implications

Relationships between commercial companies and cultural organizations often fail due to lack of knowledge on both sides. The paper suggests that a learning orientation is supportive to value co-creation in sponsorship.

Originality/value

Systematic integration of resources based on knowledge in networks is an important theme in the new service literature. This is the first major paper that simultaneously applies key concepts from relationship marketing, many-to-many networks and service-dominant logic on sponsorship.

Keyword
Value analysis, Sponsorship, Corporate branding, Sweden, Opera
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-54370 (URN)10.1108/17566691011026630 (DOI)
Available from: 2011-01-31 Created: 2011-01-31 Last updated: 2011-02-01Bibliographically approved

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