Emerging economies and mega-sporting events: A longitudinal analysis of advertising patterns and market strategies of 2008 Beijing Olympic Games’ sponsoring partners
2013 (English)In: Bridging the Divide: Linking IB to Complementary Disciplines and Practice: Proceedings of the 55th Meeting of the Academy of International Business, Istanbul / [ed] Patricia McDougall-Covin, Tunga Kiyak, Academy of International Business , 2013Conference paper (Refereed)
Sponsorship of mega-sporting events such as the Olympic Games the Football World Cup has become a multi-million dollar business. Established multinational enterprises and brands such as VW or Coca-Cola use such events as an international marketing platform. But sponsoring mega-sporting sporting event 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. This is especially the case, when the event takes place in an emerging economy. Most sport sponsorship research has focused on the markets in North America, Europe or Australia, thus covering a different economic development and representing not the same market conditions. This research aims to fill the gap by describing and analysing the advertising behaviour of the sponsoring partners to the Beijing Olympic Games. A means-objective framework of sponsoring focussing on six factors was applied to analyse 739 advertisements, articles and press releases collected from Chinese newspapers and Chinese official web pages between 2001 and 2008. By applying a qualitative content analysis, we discovered eight dominant means-objectives combinations leading to different sponsor advertising strategies depending on the lead time to the Olympic Games and the level of internationalization of the sponsoring company.
Place, publisher, year, edition, pages
Academy of International Business , 2013.
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-120150OAI: oai:DiVA.org:su-120150DiVA: diva2:850617
Academy of International Business 55th Annual Meeting, Istanbul, Turkey, July 3-6, 2013