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1 – 1 of 1Bjoern Ivens, Florian Riedmueller and Peter van Dyck
The purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.
Abstract
Purpose
The purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.
Design/methodology/approach
Qualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.
Findings
The case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.
Originality/value
The paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.
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