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Article
Publication date: 1 September 2000

Dominic Medway, Gary Warnaby, David Bennison and Andrew Alexander

Building on an earlier publication in the International Journal of Retail & Distribution Management, the following article investigates the reasons for retailers…

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2110

Abstract

Building on an earlier publication in the International Journal of Retail & Distribution Management, the following article investigates the reasons for retailers’ involvement in town centre management (TCM) schemes in the UK. Findings are drawn from interviews with representatives of independent traders and national multiples, and a questionnaire survey of town centre managers. The article reveals several key reasons for retailers’ involvement in TCM and identifies some significant differences between independents and multiples in this respect. The findings show that the overriding motivation for the participation of retailers in TCM is their belief that it may benefit their business in some way. Equally importantly, the research identifies a number of reasons why retailers do not become involved in TCM schemes. The article concludes by showing that an understanding of the reasons for retailers’ involvement in TCM can play a significant role in attracting retail support for the concept.

Details

International Journal of Retail & Distribution Management, vol. 28 no. 8
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 5 March 2018

Dominic Medway, Gareth Roberts and Chloe Steadman

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336

Abstract

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Journal of Place Management and Development, vol. 11 no. 1
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 10 October 2016

Dominic Medway and Cathy Parker

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581

Abstract

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Journal of Place Management and Development, vol. 9 no. 3
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 6 March 2017

Dominic Medway, Gareth Roberts and Cathy Parker

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341

Abstract

Details

Journal of Place Management and Development, vol. 10 no. 1
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 14 August 2017

Dominic Medway, Gareth Roberts and Cathy Parker

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323

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Journal of Place Management and Development, vol. 10 no. 3
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 5 March 2020

Leah Gillooly, Dominic Medway, Gary Warnaby and Tony Grimes

The purpose of this paper is to explore fans’ reactions to corporate naming rights sponsorship of football club stadia and identify a range of contextual factors impacting…

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2817

Abstract

Purpose

The purpose of this paper is to explore fans’ reactions to corporate naming rights sponsorship of football club stadia and identify a range of contextual factors impacting these reactions.

Design/methodology/approach

A qualitative, quasi-ethnographic research design is adopted, focusing on three football clubs in North West England. Data are gathered through online message board discussions, focus groups and auto-ethnographic approaches.

Findings

Geographic, image and functional dimensions of sponsorship fit are noted as contextual factors in determining fans’ reactions to corporate stadium names. It is also proposed that some forms of fit (in particular geographic fit) are more important than others in this regard. Beyond issues of fit, three additional contextual factors are identified that potentially influence fans’ reactions to corporate stadium names: prior involvement with the club by the sponsor; fans’ perceived impact of the sponsorship investment; and whether the stadium is new or long-established.

Research limitations/implications

Future research might examine the relative importance and implications of the identified contextual factors, alongside seeking other potential areas of contextual framing.

Practical implications

Sponsorship naming rights negotiations need to be sensitive to a variety of contextual factors. Furthermore, sponsors would do well to have a good awareness of their own brand image and its congruency with the identity of the club and fan base.

Originality/value

This nuanced, qualitative analysis extends existing, quantitative-based research by identifying a range of contextual factors which shape fans’ reactions to corporate stadium naming.

Details

European Journal of Marketing, vol. 54 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 11 September 2017

Leah Gillooly, Philip Crowther and Dominic Medway

The purpose of this paper is to explore the application of event design principles in the creation and execution of effective experiential sponsorship activations (ESAs…

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1064

Abstract

Purpose

The purpose of this paper is to explore the application of event design principles in the creation and execution of effective experiential sponsorship activations (ESAs) by B2B brands and examine the challenges posed by the sponsorship context to sponsors seeking to create ESAs, with proposed potential solutions.

Design/methodology/approach

A case study of Cisco’s ESA activities as part of its London 2012 Olympic and Paralympic Games sponsorship activation is developed, drawing on interviews with key Cisco employees and secondary sources of data, both internal and external to Cisco.

Findings

Blending the event design principles typically associated with B2B events with those more commonly found in corporate hospitality or B2C events enables sponsors to address the cognitive needs of attendees as business representatives, while also satisfying their needs as individuals seeking more sensorial experiences. Effective use of event design principles, creative marketing and promotion, and collaboration with other sponsors allow brands to overcome constraints placed on them by the unpredictable nature of sponsorship, sponsorship rights agreements and the increased clutter in the sponsorship environment.

Research limitations/implications

Existing knowledge on sponsorship activation is extended, drawing on principles of event design to offer a sponsor-focused perspective on the creation and execution of effective ESAs for B2B brands. Existing thinking around B2B event design is challenged and augmented when considering its application to ESA design.

Practical implications

Inter-sponsor collaboration and the blending of cognitive and sensorial elements of event design are important for sponsors seeking to create and deliver effective ESAs.

Originality/value

The paper draws on the event design literature to appraise the execution of ESA by B2B brands within the context of event sponsorship.

Details

Sport, Business and Management: An International Journal, vol. 7 no. 4
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 1 August 1999

Dominic Medway, Andrew Alexander, David Bennison and Gary Warnaby

Investigates the role that retailers play in the cash funding of town centre management (TCM) schemes in the UK. The findings are drawn from a detailed questionnaire…

Abstract

Investigates the role that retailers play in the cash funding of town centre management (TCM) schemes in the UK. The findings are drawn from a detailed questionnaire survey of town centre managers, and a series of interviews with retail business representatives. Reveals that although most TCM schemes attract some funding from retailers, the number who contribute is very low. Moreover, substantial financial involvement in TCM at a corporate level is restricted to seven major retail companies. It is also shown that retailers’ financial support for TCM can be classified into two basic types: “ring‐fenced” and “freestanding”. In conclusion, the implications of the relatively low level of retail funding for TCM are assessed, and some potentially useful areas of research are identified.

Details

International Journal of Retail & Distribution Management, vol. 27 no. 6
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 13 July 2015

Dominic Medway, Cathy Parker, Simon Quin and Gareth Roberts

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219

Abstract

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Journal of Place Management and Development, vol. 8 no. 2
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 1 January 2004

Jitka Kloudová, Dominic Medway and John Byrom

Marketing is one of the key pillars of the successful management of an enterprise. For the transition economies of Central and Eastern Europe, this had previously been a…

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399

Abstract

Marketing is one of the key pillars of the successful management of an enterprise. For the transition economies of Central and Eastern Europe, this had previously been a neglected aspect. The aim of this paper is to assess the development of marketing practice in the firms of one of those economies, the Czech Republic, between 1999 and 2003. It analyses the implementation of the Internet as amarketing tool and how Czech enterprises approach marketing and marketing strategy. With the accession of the Czech Republic and other formerly communist countries to the European Union in 2004, the importance of marketing to such firms cannot be overstated, if the benefits of the enlarged marketplace are to be realised fully.

Details

Management Research News, vol. 27 no. 1/2
Type: Research Article
ISSN: 0140-9174

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