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Planning to fail? Leveraging the Olympic bid

Planning to fail? Leveraging the Olympic bid In recent years, there has been a decline in the number of cities seeking to host the Olympic Games, with several cities withdrawing from the bid process following referenda. The debate around bidding have hinged on the costs and benefits of hosting events, with little consideration as to the benefits of a bid itself. The purpose of this paper is to identify the ways in which Olympic bids be leveraged for positive outcomes, regardless of the outcomes of the bid.Design/methodology/approachThis research employs a content analysis, examining the 16 bid responses to the question in the International Olympic Committee Candidate questionnaire: “What will be the benefits of bidding for the Olympic Games for your city/region, irrespective of the outcome of the bid?”.FindingsThis research found that bid cities do attempt to use the Olympic bid process as a leveraging resource, with four unique opportunities arising from this; national and city pride, Olympism, the formation of networks, and global focus. These provide the opportunities for Olympic bid cities to achieve the following strategic objectives: nation and community building, sport participation, business opportunities, enhancing image and profile, and to push through infrastructural projects.Originality/valueThere has been little consideration as to the ways an Olympic bid can be used to leverage positive outcomes for a city or a nation, and therefore this research contributes to the literature on leveraging mega-events. The research also has practical value, in providing potential bidders with information regarding positive outcomes whether the bid is successful or not. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Planning to fail? Leveraging the Olympic bid

Marketing Intelligence & Planning , Volume 36 (1): 14 – Jan 2, 2018

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-06-2017-0106
Publisher site
See Article on Publisher Site

Abstract

In recent years, there has been a decline in the number of cities seeking to host the Olympic Games, with several cities withdrawing from the bid process following referenda. The debate around bidding have hinged on the costs and benefits of hosting events, with little consideration as to the benefits of a bid itself. The purpose of this paper is to identify the ways in which Olympic bids be leveraged for positive outcomes, regardless of the outcomes of the bid.Design/methodology/approachThis research employs a content analysis, examining the 16 bid responses to the question in the International Olympic Committee Candidate questionnaire: “What will be the benefits of bidding for the Olympic Games for your city/region, irrespective of the outcome of the bid?”.FindingsThis research found that bid cities do attempt to use the Olympic bid process as a leveraging resource, with four unique opportunities arising from this; national and city pride, Olympism, the formation of networks, and global focus. These provide the opportunities for Olympic bid cities to achieve the following strategic objectives: nation and community building, sport participation, business opportunities, enhancing image and profile, and to push through infrastructural projects.Originality/valueThere has been little consideration as to the ways an Olympic bid can be used to leverage positive outcomes for a city or a nation, and therefore this research contributes to the literature on leveraging mega-events. The research also has practical value, in providing potential bidders with information regarding positive outcomes whether the bid is successful or not.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jan 2, 2018

Keywords: Leverage; Content analysis; Event leveraging; Olympic bid

References