Suchergebnisse

Purpose
While numerous studies have investigated the returns firms receive for their investments in sponsorship, no study to date has examined the potential for organizational performance to contribute to the continuance of business to business (B2B) relationships. Thus, this study aims to illuminate B2B sponsorship relationships in isolating whether firm decision-makers are like fair-weathered fans, in that they are more likely to stick with successful organizations.


Design/methodology/approach
An advanced quantitative modeling approach, survival analysis, is applied to a data set of more than 350 sponsorships to isolate the impact of performance on B2B decision-making.


Findings
Even after controlling for several potentially confounding variables, results indicate that every point per game earned by English football clubs decreases the probability of the sponsoring firm exiting the agreement by 54.4%.


Originality/value
These findings provide empirical evidence of the impact of the sponsored organization's performance to influence B2B firm decision-making, a novel finding yet to be confirmed in the sponsorship-linked marketing literature.

Covid-19 har økonomiske indvirkninger på danske virksomheder. Ved hjælp af en spørgeskemaundersøgelse af 237 danske SMV'er fortaget under Covid- 19 kan vi præsentere foreløbig evidens for, at virksomheder, der anvendte flere freelancere, også var dem, som oplevede en højere grad af usikkerhed og koordineringsproblemer som følge af pandemien. Vi argumenterer for, at dette kan forklares med, at freelancere ikke kan drage nytte af tacit koordination i samme grad som faste medarbejdere. Tacit koordinationsmekanismer er dog ofte nyttige ifm. koordinering, når opgaveløsning er mere uklar. Således kan virksomheder, der bruger flere freelancere, opleve en højere grad af usikkerhed og koordineringsproblemer under driftsforstyrrelser, givet freelanceres behov for klart specificerede opgaver. Vi konkluderer og giver forslag til, hvordan virksomheder kan håndtere afvejningen mellem fleksibilitetsfordele ved brug af freelancere og fordelene ved robuste koordinationsmekanismer.

PurposeA sponsorship performance cycle of business-to-business (B2B) exchange is conceptualized, where distinct types of resources are invested by sponsoring firms into sponsored properties and the competitive success of those properties enhances returns to sponsors. While the latter return channel in this cycle is well-documented, the former investment channel has remained opaque. Recognizing this empirical missing link, this paper aims to illuminate the investment channel through a longitudinal analysis.Design/methodology/approachBased on 50 years of Formula One (F1) team and sponsor alliances, this study models the effects of three different sponsorship categories on team performance in the annual F1 constructors' championship.FindingsThe results demonstrate that each incremental sponsor offering performance-based resources is associated with four additional team points in the championship, controlling for factors such as past success and team experience. Conversely, sponsors offering access to financial or operational resources have no competitive impact. This performance-based sponsor effect is illustrated in models of the current and following seasons.Research limitations/implicationsIn combination with related literature, this study substantiates a complete sponsorship performance cycle in the motorsports context.Practical implicationsThe findings contribute an empirically-based strategy for sustainable sponsorship support that emphasizes acquisition of performance resources in the business-to-business exchange over operational or strictly financial alternatives.Originality/valueWhile scholars have discerned that sponsors invest heterogeneous resources into sponsored properties, and the competitive success of those properties can enhance returns to sponsors, this study demonstrates that particular resources invested by sponsors are related to the property's competitive success.

PurposeThe purpose of this study is to understand the structure and dynamics of minority equity sponsorship agreements and the motivations for organizations to go beyond traditional sponsorships by acquiring minority equity in the sponsored organization.Design/methodology/approachThis paper adopts a qualitative methodology and presents interview data from key actors involved in minority equity sponsorship agreements.FindingsThe findings of the paper include major characteristics of minority equity sponsorship agreements including the motivations, dynamics and resources exchanged by sponsoring firms and clubs in these relationships, based on the experiences of key actors from firms, clubs and other key stakeholders, and a conceptual model for forming and maintaining these relationships.Practical implicationsSponsorships are increasingly evolving into minority equity sponsorship agreements, particularly in the European market. The findings of this study assist sponsoring firms and the executives of clubs in better understanding the dynamics and stakeholder-related consequences of these relations.Originality/valueThe findings of this paper illustrate the differences between minority equity sponsorship agreements and both traditional sponsorships and minority equity alliances. The findings also identify major characteristics of these relationships and the interdependencies among these characteristics.