Sponsorship relationships as strategic alliances: A life cycle model approach

Lourdes Urriolagoitia, Marcel Planellas

Producció científica: Article en revista indexadaArticleAvaluat per experts

26 Cites (Scopus)

Resum

In recent years, academics and practitioners have recognized that sponsorship relationships operate as strategic alliances. Additionally, they have emphasized the lack of analytical approaches which allow an understanding of the developmental process of such alliances. In an attempt to fill this gap, we examine how key sponsorship characteristics change over different stages of the life cycle (formation, operation, and outcome) to determine the success or failure of the relationship. Specifically, we propose a life cycle model that articulates general paths in sponsorship relationship developmental stages and the behavior pattern of sponsorship characteristics. Throughout this framework, we illustrate our reasoning with examples drawn from the UBS/Team Alinghi sponsorship relationship.

Idioma originalAnglès
Pàgines (de-a)157-166
Nombre de pàgines10
RevistaBusiness Horizons
Volum50
Número2
DOIs
Estat de la publicacióPublicada - de març 2007
Publicat externament

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