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Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New Zealand

Andrew Grainger (School of Physical Education, University of Otago, PO Box 56, Dunedin, New Zealand)
Steven J. Jackson (School of Physical Education, University of Otago, PO Box 56, Dunedin, New Zealand)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 June 2000

Abstract

The message to international marketers has long been “think global, act local”, but the complexity of the issue has rarely been explored empirically. This analysis examines the notion of disjuncture herein defined as points of ambiguity, incongruity and conf lict that emerge when global sport-advertising campaigns are released within local cultural settings. The purpose of the paper is to move beyond the “think global, act local” adage by examining the politics and contradictions associated with local regulatory control of global sport advertisements in a specific national context, namely New Zealand.

Keywords

Citation

Grainger, A. and Jackson, S.J. (2000), "Sports Marketing and the Challenges of Globalization: A Case Study of Cultural Resistance in New Zealand", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 2, pp. 24-38. https://doi.org/10.1108/IJSMS-02-02-2000-B004

Publisher

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Emerald Group Publishing Limited

Copyright © 2000 by Winthrop Publications Limited