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Article
Publication date: 8 July 2019

Zach Scola and Brian S. Gordon

The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.

Abstract

Purpose

The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers.

Design/methodology/approach

Fourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective.

Findings

This study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history).

Originality/value

Despite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport.

Details

Sport, Business and Management: An International Journal, vol. 9 no. 3
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 5 August 2019

Olzhas Taniyev and Brian S. Gordon

The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.

Abstract

Purpose

The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.

Design/methodology/approach

In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews.

Findings

The findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona).

Originality/value

While the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Article
Publication date: 12 September 2016

Makoto Nakazawa, Masayuki Yoshida and Brian S. Gordon

Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to…

Abstract

Purpose

Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to develop a model of the antecedents and consequences of sponsor-stadium fit and examine the hypothesised relationships.

Design/methodology/approach

Data were collected from professional football spectators in a non-historic stadium context (n=342). Through a confirmatory factor analysis and structural equation modelling, the authors assessed the antecedents and consequences of sponsor-stadium fit.

Findings

Based on the results, team identification and prior sponsor attitude were found to be the dominant factors in enhancing sponsor-stadium fit. Furthermore, the indirect effects of team identification on purchase intentions through sponsor-stadium fit and gratitude towards the sponsor were positive and significant.

Research limitations/implications

When renaming non-historic stadiums of relatively new sport teams, sponsors that present a team-related brand identity can create a preference and image fit with stadiums. The findings serve to advance the literature on stadium sponsorship particularly at non-historic stadiums.

Originality/value

In its conceptualisation of sponsor-stadium fit, the current study extends previous research that has focused primarily on sponsor-event fit.

Details

Sport, Business and Management: An International Journal, vol. 6 no. 4
Type: Research Article
ISSN: 2042-678X

Keywords

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Article
Publication date: 1 May 1983

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This…

Abstract

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

Details

Management Decision, vol. 21 no. 5
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 1 July 2001

David Hawkridge

Gordon Pask worked with the author at the Open University and became his friend as well as colleague. Here are some recollections.

Abstract

Gordon Pask worked with the author at the Open University and became his friend as well as colleague. Here are some recollections.

Details

Kybernetes, vol. 30 no. 5/6
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 2 May 2020

Prescott C. Ensign and Maria Scopelliti

This paper aims to present the challenges faced by a small startup as entrepreneurship and marketing intersect to influence the success or failure of the venture. The…

Abstract

Purpose

This paper aims to present the challenges faced by a small startup as entrepreneurship and marketing intersect to influence the success or failure of the venture. The entrepreneurial marketing focus of the case provides a deeper understanding of the practice-based interface of these two disciplines. The case focuses on the vision of two entrepreneurs and how they use the value creation process of opportunity recognition, evaluation and development to design a consulting service for Canadian firms that want to do business in China. It also provides insight on the difficulty of creating, communicating, selling and delivering a new consulting service to the Canadian business community.

Design/methodology/approach

The case is based on extensive interviews with QiaoLinx Inc.’s founders, relevant others and secondary data including press releases, social media and promotional material.

Findings

The events, issues and questions presented to track the entrepreneurial actions and marketing process of a startup from concept to market to tipping-point. The case is intended to serve as an instructional platform that encourages deductive reasoning in analyzing and synthesizing the application of entrepreneurship and marketing theories.

Originality/value

This teaching case can be used in undergraduate or graduate courses in entrepreneurship, marketing, new venture creation and international business. Researchers, faculty, practitioners and students can use the case to engage in a discussion on the underlying theories of entrepreneurship and marketing.

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Case study
Publication date: 20 January 2017

Eric T. Anderson and Vasilia Kilibarda

It is February 2011 and Brian France, CEO of NASCAR (the National Association for Stock Car Auto Racing), is facing a crisis. In the last five years, attendance at weekend…

Abstract

It is February 2011 and Brian France, CEO of NASCAR (the National Association for Stock Car Auto Racing), is facing a crisis. In the last five years, attendance at weekend NASCAR races has fallen 22 percent and television viewership has declined 30 percent. Key marketing sponsors have recently left the sport. At the same time, the U.S. economy was only beginning to recover from an economic recession that had an adverse impact on the sport of auto racing as a whole. Some leaders within NASCAR counseled Brian that these trends in attendance, viewership, and sponsorship stemmed from the recession and that NASCAR should continue with business as usual. But Brian sensed that the industry needed fundamental change and that he, as CEO of NASCAR, was the one that must lead this change.

With Brian at the helm, NASCAR embarked on an unprecedented amount of qualitative and quantitative research to assess the strengths and weaknesses of the entire industry. At the center of this research was the NASCAR consumer. Highly engaged, enthusiastic consumers were at the heart of an industry business model that had been successful for decades. But in 2011, marketing within all of NASCAR needed to transform, as it was clear that consumers were disengaging with the sport.

As the consumer research results unfold, Brian and leaders within NASCAR must make tough choices and set priorities. The case focuses on four key areas in which decisions need to be made by NASCAR leadership: digital marketing and social media, targeting the next-generation NASCAR consumer, enhancing the star power of NASCAR drivers, and enhancing the consumer experience at NASCAR events. Focus group videos offer students a customer-centric deep-dive into these challenges.

At its heart, this is a case about great leadership and transforming marketing throughout an entire industry. A wrap-up video from CEO Brian France summarizes how NASCAR executives tackled the difficult questions posed in the case.

  • Understand how deep consumer engagement is at the heart of a successful marketing ecosystem

  • Analyze focus group videos to understand the needs of today's consumer

  • Prioritize the market segments that should be cultivated as the next-generation consumer

  • Understand how differing incentives within an industry are at the heart of many marketing problems

  • Analyze a complex set of problems and set and manage priorities

  • Understand the importance of leadership in a time of crisis

Understand how deep consumer engagement is at the heart of a successful marketing ecosystem

Analyze focus group videos to understand the needs of today's consumer

Prioritize the market segments that should be cultivated as the next-generation consumer

Understand how differing incentives within an industry are at the heart of many marketing problems

Analyze a complex set of problems and set and manage priorities

Understand the importance of leadership in a time of crisis

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Article
Publication date: 1 June 1985

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III…

Abstract

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains features to help the reader to retrieve relevant literature from MCB University Press' considerable output. Each entry within has been indexed according to author(s) and the Fifth Edition of the SCIMP/SCAMP Thesaurus. The latter thus provides a full subject index to facilitate rapid retrieval. Each article or book is assigned its own unique number and this is used in both the subject and author index. This Volume indexes 29 journals indicating the depth, coverage and expansion of MCB's portfolio.

Details

Management Decision, vol. 23 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

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Article
Publication date: 1 July 2001

Harry Moore

The author worked with Gordon for many years in the early days of System Research Ltd and before and knew him later at Brunel University and the Cybernetics Society. Here…

Abstract

The author worked with Gordon for many years in the early days of System Research Ltd and before and knew him later at Brunel University and the Cybernetics Society. Here are some memories.

Details

Kybernetes, vol. 30 no. 5/6
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 1 June 1994

Dan Simpson

The following exchange of opinions at The Planning Forum's International Strategic Management Conference was condensed from the “Dilemmas of Planning” session, chaired by…

Abstract

The following exchange of opinions at The Planning Forum's International Strategic Management Conference was condensed from the “Dilemmas of Planning” session, chaired by Dan Simpson, Director of Strategy and Planning, The Clorox Company. The panelists were: Paula Cholmondeley, Vice President, Business Development and Global Sourcing, Owens Corning Fiberglas; Jean‐Yves Gueguen, Vice President, Corporate Planning and Development, American Express; Brian Marsh, Head of Planning Consultancy, Shell International Petroleum (London); Pete Schavoir, IBM Director of Strategy (retired), The IBM Corporation; and Gordon Shaw, Executive Director, Planning and International, 3M. The opinions expressed are the personal ones of panelists. Part 1 appeared in the September/October issue.

Details

Planning Review, vol. 22 no. 6
Type: Research Article
ISSN: 0094-064X

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