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Article
Publication date: 1 June 2003

John Clark, Tony Lachowetz, Richard L. Irwin and Kurt Schimmel

To date, research on sponsorship in general, and sport sponsorship in particular, has focused on sponsorship effects (Business-to-Consumer) and the managerial uses of…

Abstract

To date, research on sponsorship in general, and sport sponsorship in particular, has focused on sponsorship effects (Business-to-Consumer) and the managerial uses of sponsorship. This paper addresses a gap in the sport sponsorship literature by examining sport sponsorship from a Business-to-Business (B2B) perspective, and the use of sport sponsorship as a Critical Sales Event to help the B2B sales force move customers through the relationship life cycle stages proposed by Dwyer, Shurr and Oh (1987). The authors propose and discuss a framework for implementing Critical Sales Events into the relationship marketing life cycle using sport sponsorship; discuss how sport sponsorship can impact buyer-seller relations at pertinent stages of the life cycle; and provide recommendations for future research.

Details

International Journal of Sports Marketing and Sponsorship, vol. 5 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 27 February 2009

Kara D. Rutowski, Jeffery K. Guiler and Kurt E. Schimmel

The purpose of this paper is to examine organizational commitment within nonprofit organizations and demonstrate the effectiveness of benchmarking attitudinal constructs.

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Abstract

Purpose

The purpose of this paper is to examine organizational commitment within nonprofit organizations and demonstrate the effectiveness of benchmarking attitudinal constructs.

Design/methodology/approach

A web based 21 question survey was conducted utilizing a professional organization's membership list. The survey was then analyzed to determine if differences could be found in a local market compared to the larger (geographic) sample. Manova was used to examine mean differences across the variables.

Findings

The results revealed six constructs where attitudinal differences occurred. The differences allow management to determine if they are even with, above or below the average for the larger region and adjust management practices accordingly to increase organizational commitment.

Research limitations/implications

Because of the chosen research approach, the research results may lack generalisability. Therefore, researchers are encouraged to test the proposed propositions further with a larger national sample.

Practical implications

Benchmarking organizational commitment allows management to adjust practices to improve and retain employees. Retaining employees saves the cost of training and ensures continued delivery of services.

Originality/value

This paper fulfils an identified need to demonstrate the utility of benchmarking against a sample of peer organizations in the realm of organizational behavior and human resources constructs. This also extends the literature in the area of nonprofit management.

Details

Benchmarking: An International Journal, vol. 16 no. 1
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 10 May 2013

Jeananne Nicholls, Kurt Schimmel, Dean Manna, Norman Schnurr and Steven Clinton

Sports’ team websites are the front door to their relationship management programs with teams’ fan bases. As such, consumer attitudes toward these websites are a vital and…

Abstract

Purpose

Sports’ team websites are the front door to their relationship management programs with teams’ fan bases. As such, consumer attitudes toward these websites are a vital and important measure for the success of a team's CRM program. The purpose of this paper is to present the conceptualization and development of a four‐item unidimensional measure of attitude toward the Website.

Design/methodology/approach

The data were collected via a pen and paper survey at a professional hockey event in the USA. The confirmatory factor analysis was conducted using generalized structural component analysis GeSCA www.sem‐gesca.org/. The scale's face, convergent, predictive and discriminant validity are all empirically demonstrated via regression and correlation.

Findings

The measure is shown to meet the four criteria for validation for positivist research in information systems set by Straub, Boudreau and Gefen in 2004. The internal consistency is assessed by Cronbach's alpha (0.917) as is the unidimensionality, which was assessed by exploratory and confirmatory factor analysis. The study develops a four item measure, attitude toward the website, that addresses both the affective and cognitive components of attitudes. The scale is shown to have predictive and discriminant validity.

Research limitations/implications

Data were collected via a convenience sample at one professional sporting event and represents the fan base and the attitude toward that team's website. The significant implication is that it provides researchers with a unidimensional measure of attitude toward the website. The scale is parsimonious and will benefit researchers exploring the impact of attitudes toward websites on a variety of constructs such as brands, sales and site visits.

Originality/value

The paper is important because it provides a new measure of attitude toward the website and because it demonstrates the use of generalized structural component analysis.

Details

Sport, Business and Management: An International Journal, vol. 3 no. 2
Type: Research Article
ISSN: 2042-678X

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Article
Publication date: 31 July 2019

Antoinette Ophelia Wilson

The purpose of this paper is to evaluate the perception of the role of storytelling in organizational change in this study involving eight principals and administrators in…

Abstract

Purpose

The purpose of this paper is to evaluate the perception of the role of storytelling in organizational change in this study involving eight principals and administrators in three of Central Florida’s counties. The study concerns the change from the “No Child Left Behind” (NCLB) legislation to the Every Student Succeeds Act (ESSA, December 10, 2015) Even though the ESSA includes major changes from the NCLB legislation, schools that consistently perform below standard continue to face having to turn over operations to a charter or outside entity (Florida Department of Education, 2018).

Design/methodology/approach

This study engaged the phenomenological research design of qualitative methodology in this small case study. Eight principals and/or administrators employed in Orange, Seminole and Volusia County public schools participated in this study. SurveyMonkeyTM, an online survey tool, was the instrument used to collect the data.

Findings

Two themes emerged from the perceptions of the participants. They expressed storytelling is effective in engaging the school’s culture and strengthening commitment to the change. They also expressed that even though storytelling is recommended as a tool to use in organizational change, it is only one of the necessary elements.

Practical implications

Like in other industries where dynamic changes arise from external factors, ESSA, the new standardized assessment, under-performing students and insufficient financial and academic resources have created the perfect storm for principals and administrators to navigate if their schools are to survive. Storytelling can be a helpful part of the change management toolkit.

Originality/value

In this case study, storytelling has proven to be an effective measure for principals and administrators to include as one of their change tools to engage in productive communication as they tackle the many negative side effects of the new act.

Details

Journal of Organizational Change Management, vol. 32 no. 3
Type: Research Article
ISSN: 0953-4814

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