Unlocking advertising, activation and sponsorship in an emerging market

2015 ◽  
Vol 5 (5) ◽  
pp. 472-492 ◽  
Author(s):  
Sten Söderman ◽  
Harald Dolles
Keyword(s):  
Lead Time ◽  
Olympic Games ◽  
Qualitative Content Analysis ◽  
Emerging Market ◽  
Foreign Firms ◽  
Property A ◽  
Content Type ◽  
Advertising Strategy ◽  
Advertising Strategies ◽  
The Olympic Games

Purpose – The purpose of this paper is 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. Design/methodology/approach – The longitudinal approach taken opens the possibility to explore the dynamics of the strategies of Chinese as well as foreign firms in China. Theories on how sponsorship works cannot assist in explaining outcomes of sponsor-linked marketing, and since the actors involved rarely divulge their genuine intentions or their reciprocal contractual arrangements with the sponsored property, a new methodology has to be developed. 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 eight years (2001-2008) prior to the Olympic Games in Beijing. Based on a qualitative content analysis and nine means-objectives combinations in sponsorship patterns the authors discovered four dominant advertising strategies. Findings – Lead-time is a key concept when analyzing sponsor advertising strategies. The authors conclude from the longitudinal data that the time gap between signing the contract and the dates of the event influences the strategy of the sponsoring corporations. The authors also observe that the advertising content changes over time and the sponsors craft different “advertising strategies” in different periods. Within this context the authors categorized two different advertising strategies. The sponsors are assumed to conduct a “Short Advertising Strategy” different from the “Long Advertising Strategy.” Both are examples of activation strategies. Originality/value – Advertising strategies and activation seems to be dependent on the lead-time to the Olympic Games and the level of internationalization of the sponsoring firm.

Examining service quality and social impact perceptions of the 2016 Rio de Janeiro Olympic Games

2018 ◽  
Vol 19 (2) ◽  
pp. 160-177 ◽  
Author(s):  
Tiago Miguel Ribeiro ◽  
Abel Correia ◽  
Rui Biscaia ◽  
Carlos Figueiredo
Keyword(s):  
Service Quality ◽  
Psychometric Properties ◽  
Rio De Janeiro ◽  
Structural Equation ◽  
Social Impact ◽  
Olympic Games ◽  
Equation Model ◽  
City Image ◽  
Content Type ◽  
The Olympic Games

Purpose The purpose of this paper is to examine the effects of service quality on perceived positive and negative social impact of the 2016 Rio de Janeiro Olympic Games. Design/methodology/approach A field study was conducted in Rio de Janeiro, and data were collected from residents who attended the Olympic Games through a self-administered questionnaire (n=519). The questionnaire included measures of perceived service quality, positive and negative social impact. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the relationships between service quality and social impact perceptions. Findings The results show good psychometric properties of a multidimensional construct of service quality composed of the technical, functional, aesthetic, access, accommodation and complementary events dimensions. The service quality construct was significantly related to both positive social impact (city image and community pride enhancement, social experiences and public infrastructures) and negative social impact (social conflicts and costs) perceptions. Originality/value This study contributes to the literature by examining the role of service quality in sport mega-events and testing on different facets of social impact. The findings highlight that social atmosphere and new experiences in the Olympic Games are critical when planning these events.

scholarly journals “Time for Recovery” or “Utter Uncertainty”? The Postponement of the Tokyo 2020 Olympic Games Through the Eyes of Olympic Athletes and Coaches. A Qualitative Study

2020 ◽  
Vol 11 ◽  
Author(s):  
Violetta Oblinger-Peters ◽  
Björn Krenn
Keyword(s):  
Qualitative Study ◽  
Online Survey ◽  
Olympic Games ◽  
Qualitative Content Analysis ◽  
Emotional Reaction ◽  
Process Data ◽  
Levels Of Abstraction ◽  
Olympic Athletes ◽  
The Postponement ◽  
The Olympic Games

The current COVID-19 pandemic has affected the entire globe, including the world of high-performance sports. Accordingly, it has been widely assumed that the thereby caused postponement of the Tokyo 2020 Olympic Games could have negative psychological impacts for aspirants, since they were halted abruptly in the pursuit of their Olympic endeavors and their daily lives drastically altered. Considering the sudden nature of the pandemic, few researchers, if any, have yet scrutinized the individual experience of Olympic aspirants. This qualitative study examines the subjective perceptions of the Tokyo 2020 Olympic Games postponement among Austrian Olympic athletes and coaches. To this end, 21 Austrian athletes (13 male, 8 female; mean age = 26.67 ± 4.93 years) and six male coaches were recruited through a criterion-based purposive sampling strategy. Five athletes had already qualified for the Olympic Games in Tokyo 2020 and 15 athletes were still in an ongoing qualification process. Data was collected by means of short written statements, elicited via open-format questions on an anonymous online survey platform. In order to infer meaning from the text, a qualitative content analysis with an interpretative focus was conducted inductively, which allowed for deriving alternative explanations of findings. The results support the notion that the Olympic postponement was experienced in myriad ways by affected participants. Three general themes comprised of several meaning units of different levels of abstraction were created from the text data. Many respondents experienced an immediate emotional reaction to the postponement characterized by confusion, disappointment and/or relief. Participants associated multiple consequences with the postponement, such as the prolongation of physical and psychological pressure, a lack of motivation, concerns about future performance, living and their occupational career, but also the opportunity for performance improvement and recovery. Respondents displayed various coping strategies, such as distancing themselves from sports, cognitive reframing, appealing for acceptance, and planning behavior. This study gleans first insights into the idiosyncratic experience of the Olympic Games 2020 postponement among Austrian aspirants. The findings could serve to assist sport psychologists in their applied practice by informing them about athletes’ and coaches’ needs in their Olympic preparation during the ongoing pandemic.

scholarly journals Investigating residents’ attitudes of 2016 Olympic Games

2019 ◽  
Vol 12 (3) ◽  
pp. 291-313 ◽  
Author(s):  
Vishwas Maheshwari ◽  
Janaina de Moura Engracia Giraldi ◽  
Maria Gabriela Montanari
Keyword(s):  
Olympic Games ◽  
Confirmatory Factor Analyses ◽  
Content Type ◽  
Country Branding ◽  
Opening Ceremony ◽  
Confirmatory Factor ◽  
Internal Stakeholder ◽  
Mega Event ◽  
Residents Attitudes ◽  
The Olympic Games

Purpose Olympic Games provide an arguably unparalleled amount of opportunities for the host city and country in relation to economic and socio-cultural growth and development. However, the achievement of such long-term success measures lies with the holistic involvement of community groups, specifically residents, in the planning of the mega event. The purpose of this paper is to examine the residents’ attitudes of the 2016 Olympic Games and to verify moderating effects of place of residence in support of the Games. Design/methodology/approach The data were collected in Brazil in the months leading to the Rio Olympic Games using non-probabilistic convenience sampling. A total of 501 responses were collected prior to the opening ceremony of the event. Both exploratory and confirmatory factor analyses were applied. Findings The socio-cultural and economic dimensions had a positive and significant effect in support for the Olympic Games; however, the environmental dimension did not have such strong effect. Furthermore, differences between host and non-host city residents tested positive in support of the Olympic Games. Practical implications This study aims to contribute to the developing application of country branding by examining attitudes of internal stakeholder groups in the form of residents. Originality/value This research presents a conceptual model to further establish the importance of such attitudes for organizers and government authorities involved with the bidding, planning and management of mega events from a country branding perspective, particularly in developing countries such as Brazil.

Chang'an Automobile and the Chinese automotive industry

2011 ◽  
Vol 1 (4) ◽  
pp. 1-30 ◽  
Author(s):  
Michael Roberto ◽  
Grace Chun Guo ◽  
Crystal X. Jiang
Keyword(s):  
Automotive Industry ◽  
Economies Of Scale ◽  
Joint Venture ◽  
Central Government ◽  
Emerging Market ◽  
Auto Industry ◽  
High Growth ◽  
Foreign Firms ◽  
Content Type ◽  
The Usa

TitleChang'an Automobile and the Chinese automotive industry.Subject areaInternational businessStudy level/applicabilityUndergraduate/graduate/executive education.Case overviewChina has become the world's largest producer of automobiles, surpassing the USA and Japan. The Chinese auto industry differs quite significantly from those countries though. While the industry exhibits a substantial degree of concentration in the USA and Japan in early 2011, it remained highly fragmented in China. The Chinese Central Government had announced a desire for consolidation, yet it remained unclear whether a significant shakeout would occur in the near term.Like many Chinese automakers, Chang'an partnered with well‐known global auto makers to develop, produce, and distribute its products. In the coming years, Chang'an hoped to develop more independence from its foreign partners, including the production and distribution of self‐branded cars. However, the company grappled with how it could strive for independence while managing its existing joint ventures. Executives worried too about how to compete with foreign automakers who had achieved global economies of scale.The case provides a rich description of the evolution of the Chinese auto industry, and it documents how the Chinese industry differs from other global markets. Readers can analyze the extent to which they believe scale economies provide foreign firms an advantage over smaller Chinese rivals, and they can evaluate the conventional wisdom regarding the industry's minimum efficient scale. The case also provides a detailed account of Chang'an's rise to prominence. The case concludes by offering an in‐depth description of the firm's key rivals, and it presents the key questions being considered by Chang'an executives in 2011.Expected learning outcomesEnables students to examine how and why an industry's structure can differ substantially across geographic markets. Enables students to examine whether the need to achieve economies of scale may cause substantial consolidation in the Chinese auto industry. Provides an opportunity to evaluate the pros and cons of the joint venture strategies employed in China. Provides an opportunity to examine how a relatively small firm can position itself against large multinationals in a high‐growth emerging market.Supplementary materialsTeaching notes.

Investment risk scoring model for commercial properties in India

2016 ◽  
Vol 34 (2) ◽  
pp. 156-171 ◽  
Author(s):  
Ashish Gupta ◽  
Piyush Tiwari
Keyword(s):  
Online Survey ◽  
Emerging Market ◽  
Practical Importance ◽  
Risk Scores ◽  
Indian Market ◽  
Property A ◽  
Content Type ◽  
Significant Research ◽  
Risk Scoring ◽  
Principal Elements

Purpose – There is significant research related to risk and uncertainty in valuation. Risk, in valuation, is mostly communicated to investors in qualitative terms. There has been some research in developed markets to communicate risk quantitatively to clients through property risk scores. However there is paucity of research on communicating risk in emerging markets where the valuation profession is still evolving. Indian property markets have emerged as one the fastest growing markets in the last five years. With the growth in Indian economy and the emergence of indirect property investment market, it is likely that domestic and international passive investors would play an important role in property investment in India. Valuation of assets in portfolio and communication of risk in appropriate way would gain utmost importance. The paper aims to discuss these issues. Design/methodology/approach – This study uses analytical hierarchical process method to quantitatively assess risk to value for office properties in India. This study focuses on identifying principal elements of risk as perceived by key market players in an emerging economy like India. It identifies fundamentals of market, property and lease to determine valuation risk. It may be highlighted here that the risk that this paper is analysing is not the risk that is associated with the valuation for valuer who is conducting valuation but systematic and non-systematic risk associated with property. A two round of survey has been conducted to find various principal elements of valuation risk and sub criteria’s through an online survey conducted through survey monkey. Findings – The study found that in an emerging market like India there are limited exit option for developers and investors due to absence of exit vehicle like REITs for office property. Principal element of risk considered is the resale of property, i.e. exit from an investment, followed by tenant and lease specific elements to be other principal elements of risk in the order tenant risk, lock-in duration, functional obsolescence and lease duration. Other market risks like yield movement, rental movement, occupier demand were not considered principal elements of risk. Research limitations/implications – The study could be expanded further by increasing the sample size and as this study demonstrates present market sentiments. Study needs to be updated periodically to retain its practical importance and relevance to the industry. Practical implications – Findings of this study could be used by valuers and investors investing in office properties in India. Originality/value – This is the first paper on risk scoring for commercial properties in the Indian market. It has high importance as Indian market for office space will grow significantly with introduction of REITs.

Herakles als ‘stichter’ van de Olympische Spelen bij Pindarus

Lampas ◽  
2021 ◽  
Vol 54 (2) ◽  
pp. 194-212
Author(s):  
Irene de Jong
Keyword(s):  
Olympic Games ◽  
Content Type ◽  
Invented Tradition ◽  
The Olympic Games

Abstract The origin of the Olympics is a topic much researched by historians and archaeologists, who are eager to reconstruct ‘wie es eigentlich gewesen’. An ancient poet like Pindar had a very different take on this issue: he constructs a past that is attractive to the victors in the games, and does so by modelling the mythic past closely after the historic present. This phenomenon of invented tradition is illustrated in detail for the two odes in which Heracles is portrayed as inventor of the Olympic Games.

Hosting the Olympics: why are we always getting the cost wrong?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maroula Khraiche ◽  
Abhinav Alakshendra
Keyword(s):  
Los Angeles ◽  
Olympic Games ◽  
International Olympic Committee ◽  
Cost Overrun ◽  
Review Of Literature ◽  
Content Type ◽  
Constant Cost ◽  
The Cost ◽  
The Olympic Games

PurposeIn the last 50 years, every Olympics has experienced a major cost overrun. This paper explores the reasons for this cost underestimation and looks into the occurrence of the winner's curse. We also forecast the spending pattern of future host cities. Finally, we discuss the role of the International Olympic Committee in making the Olympic Games more efficient and sustainable.Design/methodology/approachThe review of literature on the topic of constant cost overrun in the Olympic Games is surprisingly very thin. We comprehensively review the existing literature to understand the scholarship in this area. This paper also produces future cost trends for the host cities.FindingsWe argue that cost underestimation is resulting from the outdated bid process which encourages spectacle over efficiency. A no-bid environment is more efficient and allows the host city to negotiate effectively with the International Olympic Committee. The Los Angeles Games of 1984 was profitable and has shown reusing the infrastructure can save a lot of money which could help make the Olympic Games economically sustainable.Originality/valueThis paper adds to the existing knowledge on the cost overrun aspect of Olympics financing. We also forecast the cost trends of hosting future Olympics.

Cross-border acquisitions of emerging markets firms

2017 ◽  
Vol 33 (6) ◽  
pp. 26-28
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Foreign Firms ◽  
Major Question ◽  
Content Type ◽  
Cross Border ◽  
Post Merger Integration ◽  
The Many ◽  
Merger Integration ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Merger and acquisitions (M&As) involving foreign firms is one of the many consequences of globalization. Participating in such cross-border ventures provides organizations with valuable opportunities to increase their presence on the international stage. But post-merger integration can be a time of considerable dilemma for the acquiring company. A major question facing most is what form marketing strategies should take. Are standardized approaches most relevant or is it better to adapt these strategies to ensure their suitability for localized environments? The issue is especially important for companies based within emerging markets. Statistics show that emerging market firms are increasingly engaging in cross-border acquisitions. However, research into the strategies deployed has thus far been minimal. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The British Olympic football team

2018 ◽  
Vol 19 (3) ◽  
pp. 276-289
Author(s):  
Stephen Hills ◽  
Bob Heere ◽  
Matt Walker
Keyword(s):  
Olympic Games ◽  
Central Component ◽  
General Notion ◽  
Content Type ◽  
Fan Identification ◽  
Football Team ◽  
Quasi Experimental ◽  
Soccer Team ◽  
Valuable Predictor ◽  
The Olympic Games

PurposeThe decision by the British Olympic Association to enter a soccer team into the Olympic Games of 2012, having not participated in the Olympic soccer competition since 1960, provided an opportunity to study representation as a predictor of fan identification. The paper aims to discuss this issue.Design/methodology/approachUsing a quasi-experimental research design, the authors empirically validated the value of representation by comparing the identity levels of homogeneous samples of English and Scottish respondents toward the Great Britain Olympic National Football, participating in the Olympic Games of 2012.FindingsOnly partial support for four sets of hypotheses was found. In general, there seemed to be low levels of identity of each of the samples with the football team, because neither English nor Scottish respondents perceived the team to be representative of them. Nevertheless, the results support the general notion that representation is a valuable predictor of consumer identification.Originality/valueRepresentation has been proposed as a central component of a sport team’s ability to serve as a symbol to their community, which enables the team to benefit from existing fan identities and the community the team is associated with. Yet, an empirical assessment of this phenomenon is lacking.

Institutional impacts on ownership decisions by emerging and advanced market MNCs

2017 ◽  
Vol 24 (3) ◽  
pp. 454-481 ◽  
Author(s):  
Rushiun Liou ◽  
Kevin Lee ◽  
Scott Miller
Keyword(s):  
Institutional Theory ◽  
Fixed Effects ◽  
Emerging Market ◽  
Multinational Companies ◽  
Institutional Distance ◽  
Foreign Firms ◽  
Positive Direction ◽  
Content Type ◽  
Cross Border ◽  
The Usa

Purpose Emerging-market multinational companies (EMNCs) utilize cross-border merger and acquisitions (M&As) to acquire strategic assets that compensate for their resource deficiencies. Therefore, developed markets have become important destinations for EMNCs. Institutional distance constitutes a major source of competitive disadvantage for foreign firms competing with indigenous firms. The purpose of this paper is to examine the ownership pattern of cross-border M&As in the USA, and determine if EMNCs respond to institutional distance differently than advanced-market multinational companies (AMNCs). Design/methodology/approach Based on the extant literature in institutional theory as well as internationalization strategy, a quantitative study was carried out. Hypotheses were proposed and tested using fixed effects panel regressions. Findings This paper finds that both AMNCs and EMNCs take smaller ownership positions when there is greater cognitive and normative distance. The negative association is stronger for AMNCs than for EMNCs. Further, the larger the regulative distance in the positive direction, meaning a higher level of development in the host market than in the home market, the more AMNCs and EMNCs are led to opt for a higher ownership position, with EMNCs being less influenced by regulative distance. Research limitations/implications Though findings are robust and stable, this study is limited to observations that only have US target firms. Originality/value By integrating the literature from institutional theory and strategy, this paper offers a clearer understanding and distinction of the acquisition decisions made by EMNCs and AMNCs.

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