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Competitive advantage through sponsorship A conceptual model and research propositions

Competitive advantage through sponsorship A conceptual model and research propositions The increasingly important role played by sponsorship in the marketing mix has given rise to the view that it should be considered a strategic activity with the potential to generate a sustainable competitive advantage in the marketplace. This paper extends that line of argument through the development of a conceptual model of the sponsorship – competitive advantage relationship. In particular, it argues that two levels of competitive advantage need to be considered, namely the competitive advantage of the sponsorship and competitive advantage in the market. Critical to attaining an advantage in the competitive world of sponsorship is the deployment of a range of organisational resources to support the sponsorship investment. A series of research propositions are advanced showing the relative importance of different organisational resources. Effectively resourced sponsorships generate a competitive advantage in the “market” for sponsorships, which in turns leads to competitive advantage and superior performance in product markets. The implications for research and practice are discussed and conclusions are drawn. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Competitive advantage through sponsorship A conceptual model and research propositions

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410539140
Publisher site
See Article on Publisher Site

Abstract

The increasingly important role played by sponsorship in the marketing mix has given rise to the view that it should be considered a strategic activity with the potential to generate a sustainable competitive advantage in the marketplace. This paper extends that line of argument through the development of a conceptual model of the sponsorship – competitive advantage relationship. In particular, it argues that two levels of competitive advantage need to be considered, namely the competitive advantage of the sponsorship and competitive advantage in the market. Critical to attaining an advantage in the competitive world of sponsorship is the deployment of a range of organisational resources to support the sponsorship investment. A series of research propositions are advanced showing the relative importance of different organisational resources. Effectively resourced sponsorships generate a competitive advantage in the “market” for sponsorships, which in turns leads to competitive advantage and superior performance in product markets. The implications for research and practice are discussed and conclusions are drawn.

Journal

European Journal of Marketing – Emerald Publishing

Published: Aug 1, 2004

Keywords: Sponsorship; Competitive advantage; Resource management

References

  • Achieving a sustainable competitive advantage; a resource‐based view of sport sponsorship
    Amis, J.; Pant, N.; Slack, T.
  • Sport sponsorship as distinctive competence
    Amis, J.; Slack, T.; Berrett, T.
  • Strategic assets and organisational rent
    Amit, R.; Schoemaker, P.J.
  • Firm resources and sustained competitive advantage
    Barney, J.B.
  • Sustainable competitive advantage in services industries: a conceptual model and research propositions
    Bharadwaj, S.; Varadarajan, P.; Fahy, J.
  • Toward a contingent resource‐based theory: the impact of information asymmetry on the value of capabilities in veterinary medicine
    Brush, T.H.; Artz, K.W.