دانلود رایگان مقاله ارزیابی حمایت از طریق دیدگاه مبتنی بر منابع

Abstract

The resource-based view (RBV) of the firm has become a prominent management theory that firms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship's role in a firm's achievement of a sustained advantage over competitors have yet to be explored. This article illuminates the case of Visa's longstanding global sponsorship of the Olympic Games, which was initiated and leveraged to counteract competitor American Express’ advantage with global business travelers. Evidence is presented that supports Visa's achievement of a competitive advantage during the term of the sponsorship. The case is then used to develop a conceptual model based on the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties.

5.1. Future research on sponsorship and RBV

Several areas of the RBV of sponsorship should be explored for future research. Consistent with the recommendations put forth in prior work (Amis et al., 1997; Fahy et al., 2004; Papadimitriou & Apostolopoulou, 2009), empirical testing is needed to clarify boundary conditions and explore various sporting contexts beyond the few investigations thus far. Similar to the approaches of Amis et al. and Papadimitriou and Apostolopoulou, this future work may feature surveys of marketing managers to determine their agreement on the specific characteristics of a sponsored property that has provided their sponsoring firm with a sustained competitive advantage. The shared characteristics of the selected sponsored properties could then be analyzed according to the RBV theory. Other future research could include interviewing or surveying consumers to decipher which brands in a product category enjoy a competitive advantage over others in brand image and associated sponsorship engagement.