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Unlocking advertising, activation and sponsorship in an emerging market: the case of Beijing Olympics

Paper i proceeding
Författare Harald Dolles
Sten Söderman
Publicerad i Alejandro Escribá-Esteve (eds.): Waves and Winds of Strategic Leadership for Sustainable Competitiveness. Proceedings of the European Academy of Management 14th Annual Meeting, University of Valencia (Valencia, Spain), 4-7 June 2014
ISBN 978-84-697-0377-9
Publiceringsår 2014
Publicerad vid Företagsekonomiska institutionen
Centre for International Business Studies
Företagsekonomiska institutionen, Management & Organisation
Språk en
Ämnesord Sponsorship, Activation, Evaluation, Advertising, Marketing Strategy, Branding, Olympic Games, Olympics, Beijing 2008, China
Ämneskategorier Ekonomi och näringsliv, Företagsekonomi, Areell ekonomi

Sammanfattning

This research aims to describe and explain the advertising behavior seen as an activation strategy performed by Olympic sponsors in an emerging market context. It provides insights into the strategic goals related to sponsorship. The longitudinal approach taken opens the possibility to explore the dynamics of the strategies of Chinese as well as foreign firms in China. A means-objective framework of sponsoring consists of six factors, which were applied to analyze 739 advertisements, articles and press releases collected from Chinese newspapers and Chinese official web pages covering a period of nine years (2001 to 2008). Based on a qualitative content analysis and nine means-objectives combinations in sponsorship patterns we discovered six dominant advertising strategies through this unlocking methodology. Our theorizing is finally based on these findings, which seem to be dependent on the lead-time to the Olympic Games and the level of internationalization of the sponsoring firm.

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