A Resource-Based View Of Sponsorship Management And Implemetation – Resource Identification And Categorisation.
Introduction
An important debate in the sponsorship literature is whether sponsorship can become a source of competitive advantage. Such discussion has surfaced because of the increasingly large sums invested in the medium, and because it is increasingly being used in a strategic context, in some instances as the foundation of brand and corporate positioning strategies (Cornwell 1995). Proponents who believe it can often cite examples of successful collaborative sponsorship's, such as Nike’s association with Michael Jordan, where it is apparent that the company leveraged Jordan both extensively and effectively in its marketing efforts and, as a consequence, realized significant growth in its market-share (Hirons 1997). However, it is equally possible to find companies that, despite effective sponsorship investments, saw their profitability and market share erode, as was the case for Credit Lyonnais. The reasoning behind such success and failure has been discussed in recent work by Amis, Pant and Slack (1997) and Amis, Slack and Berret