The MIXMAP‐model for international sport sponsorship

Claudio Vignali (Claudio Vignali is in the Department of Retailing and Marketing, The Manchester Metropolitan University, Aytoun Building, Manchester, UK)

European Business Review

ISSN: 0955-534X

Publication date: 1 August 1997


Posits that this analysis is based on the dependence of international sport sponsorship on the market audit and the individual product class/product form or brand environment. The MIXMAP‐model addresses the question of how the marketing mix framework can be used to analyse the competitive standing of a business organization, and how the outcomes of this analysis can be translated into practical tactics which capitalize on the organizations’ strengths. The MIXMAP‐model was developed as a guide to make this transition from the strategic to the tactical level. The MIXMAP‐model begins by categorizing the product in the product‐life‐cycle concept and Boston Consulting Group matrix. This position is decisive for the intensity of the different elements (product, price, promotion, place) and their different variables. Discusses how a qualitative survey was used to provide an initial check of the theory and that the survey approach was a questionnaire to 60 multinationals in Germany, England, Italy and France.



Vignali, C. (1997), "The MIXMAP‐model for international sport sponsorship", European Business Review, Vol. 97 No. 4, pp. 187-193.

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Copyright © 1997, MCB UP Limited

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