A Dichotomy of Sport Sponsorships: Does the Nature of Competition Among Sponsors Matter?

In this paper, we argue that the firm value implications of sport sponsorships for sponsors may depend on the competitive environment during the bidding process for different types of sponsorships. More specifically, we contend that the bidding environment for professional football (soccer) kit sponsorships represents a form of common value auction, while the bidding environment for corporate logo sponsorships on teams’ shirts does not. As common value auctions are prone to winner’s curse, the firm value implications should be different for kit sponsorship announcements than for shirt sponsorship announcements. Our results suggest that shareholders indeed perceive the value derived from kit and shirt sponsorships differently, resulting in the predicted distinction in their impact on sponsors’ firm value. This study sheds light on conflicting results on firm value implications of sport sponsorships in the prior literature and provides rich areas for future research

Making intangibles tangible : antecedents and consequences of marketing equity

Thesis (Ph. D.)--Michigan State University. Department of Marketing and Supply Chain Management, 2007Includes bibliographical references (pages 131-157

Sustainable international business model innovations for a globalizing circular economy : a review and synthesis, integrative framework, and opportunities for future research

The global imperative has increased in recent years for international firms to respond to major threats such as unintended environmental, social, and economic problems arising from ecological destruction, population growth, and economic activity. To respond to this confluence that has created an emerging existential crisis, we identify that a globalizing circular economy (CE) is required and subsequently define a new construct: sustainable international business model innovations. In doing so, we introduce circular inputs, sharing platforms, product as a service, product use extension, and resource recovery as business models that contain the potential to reply to these grand challenges. Based on CE principles, the innovations and designs introduced are contrasted with the traditional linear economic model and are presented as actionable standardization/adaptation alternatives for companies responding to differing informal and formal international institutions. Based on the theoretical underpinnings of the resource-based, dynamic capabilities, and international business model innovation perspectives, we introduce an integrative framework that is accompanied by a series of detailed research questions to provide future research opportunities for the domain. This conceptual approach holds that international resource design influences marketing capabilities adaptation which, in turn, impacts international performance and offers a foundation from which to build the literature.© The Author(s) 2023. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.fi=vertaisarvioitu|en=peerReviewed

An Assessment of the Exporting Literature: Using Theory and Data to Identify Future Research Directions

Exporting research is an established facet of the field of international marketing. That stated, the radical increase in recent export activity necessitates a sustained research effort devoted to the topic. In this article, the authors provide a qualitative review of the core theoretical exporting areas and evaluate the exporting domain quantitatively over six decades (1958–2016). For the quantitative analysis, they use multidimensional scaling and apply established bibliometric principles to offer an understanding of the field and to provide suggestions for future exporting research. For the evaluations, the authors used data from 830 articles with 52,191 citations from 35 journals. Using cocitation analysis as the basis to evaluate the data, they propose a series of intellectual structure implications on exporting that relate to internationalization process stages, dynamic capabilities, knowledge scarcity, social networks, export marketing strategy, absorptive capacity and learning, and nonlinear performance relationships involving marketing channel relationships

A Review of Global Competitiveness Research: Past Advances and Future Directions

The global competitiveness (GC) literature has proven to be a developing, yet critical element in international marketing research. Broadly, GC studies have become a part of the marketing, international business, and strategic management fields. In light of this far-reaching topic and to gain a unique understanding of the dynamics across the GC domain, this study examines the intellectual structure of GC research at two distinct levels of analysis: overall GC publications and marketing and international business GC articles. This review of the literature uses cocitation data to provide insight to the field and develop a research-based model for future consideration. A total of 48 journals are included, providing 1,819 articles with 115,462 citations for examination. Applying multidimensional scaling to analyze the data, the study introduces a GC-focused model and provides possible topics for research. The proposed organizing framework includes elements of a market-based perspective (offering development, market orientation, and process emphasis), strategy implementation (firm-related advantages, strategic approach, and international focus), and performance to advance the critical nature of the marketing function in the GC literature.</jats:p