Far from all, football clubs can provide the same level of exposure effects as global football brands, even on local level, and many of these clubs also operate in a context of…
Abstract
Purpose
Far from all, football clubs can provide the same level of exposure effects as global football brands, even on local level, and many of these clubs also operate in a context of commercial immaturity. The purpose of this paper is to show what value a football club can provide for sponsors in a context of commercial immaturity with limited expected exposure effects.
Design/methodology/approach
The study is based on a case study approach, taking its point of departure in two sponsor brand management paradigms, the projective and relational paradigm. The case of Malmö FF in the Swedish top tier league and the club’s official partners has been chosen to exemplify the commercially immature context.
Findings
The study has shown that the most important value the club can provide for sponsors is to act as a mediator in sponsor–stakeholder relations. Exposure effects are subordinate to the relational effects sponsors achieve through their sponsorship.
Research limitations/implications
The study indicates that the relational construct in the sponsorship literature should to a greater extent include sponsor–stakeholder relations, beyond the sponsor–club dyad, in a context of commercial immaturity.
Practical implications
The results indicate that club management should engage in stakeholder management with a strong focus on stakeholders of sponsors to provide value for these sponsors.
Originality/value
This study explores a new dimension to the relational construct of sponsorship, using the relational paradigm of brand management in a context of commercial immaturity. The mediating effect of the club is a contribution to the discourse on the relational construct.
Details
Keywords
Laszlo Zsolnai, Sven Junghagen and Antonio Tencati
The purpose of this paper is to analyse the crisis of the business profession and the role that management education can play in renewing business management. It is argued that…
Abstract
Purpose
The purpose of this paper is to analyse the crisis of the business profession and the role that management education can play in renewing business management. It is argued that unless future managers demonstrate that they serve the common good in their daily practice, the legitimacy and moral standing of the business profession remain questionable.
Design/methodology/approach
The paper presents the Masters in International Management Program of CEMS – Global Alliance in Management Education as a pioneering example of developing reflective and responsible managers.
Findings
The future manager is defined as a reflexive practitioner who is committed to environmental sustainability, exercises social responsibility, works with sensitivity toward gender and diversity issues, harmonizes information and communications technologies with processes and organizational culture, applies holistic perspective in problem solving, cooperates with social and political actors, and is engaged in progressive entrepreneurship.
Originality/value
The paper shows that responsibility can be successfully integrated into a global management education curriculum.