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Intelligent and connected vehicle technology is in the ascendant. High-level autonomous driving places more stringent requirements on the accuracy and reliability of environmental perception. Existing research works on multitarget tracking based on multisensor fusion mostly focuses on the vehicle perspective, but limited by the principal defects of the vehicle sensor platform, it is difficult to comprehensively and accurately describe the surrounding environment information.

In this paper, a multitarget tracking method based on roadside multisensor fusion is proposed, including a multisensor fusion method based on measurement noise adaptive Kalman filtering, a global nearest neighbor data association method based on adaptive tracking gate, and a Track life cycle management method based on M/N logic rules.

Compared with fixed-size tracking gates, the adaptive tracking gates proposed in this paper can comprehensively improve the data association performance in the multitarget tracking process. Compared with single sensor measurement, the proposed method improves the position estimation accuracy by 13.5% and the velocity estimation accuracy by 22.2%. Compared with the control method, the proposed method improves the position estimation accuracy by 23.8% and the velocity estimation accuracy by 8.9%.

A multisensor fusion method with adaptive Kalman filtering of measurement noise is proposed to realize the adaptive adjustment of measurement noise. A global nearest neighbor data association method based on adaptive tracking gate is proposed to realize the adaptive adjustment of the tracking gate.

The purpose of this paper is to identify and describe the key driving forces in international sponsorship during the years preceding the 2008 Olympic Games in Beijing.

A “means‐objectives model” is applied, thereby linking sponsorship to brand equity factors and to strategic aims. Co‐branding, revenue streams and new customers are identified as means factors. The objective factors are presented in three dimensions: product, corporation and region. The analysis is based on 492 advertisements, articles and press releases collected from Chinese newspapers and Chinese official web pages covering the period 2001‐2007.

Analysis sees seven dominant means‐objectives combinations in sponsorship leading to different pattern of sponsor advertising strategies depending on the lead time to the Olympic Games. First, sponsors mainly focus on co‐branding marketing efforts. In the second stage, global Olympic sponsors link co‐branding with corporation image, Chinese brands are focusing on product/corporation image and new customers. In the third stage global Olympic sponsors focus more on local markets and customers in advertising. Chinese brands tend to keep an activation strategy based on revenue and product. Only a few local sponsors place emphasis on leveraging their sponsorship investment toward creating an international image.

Data collection is limited to a period of altogether three months in 2006 and 2007, focusing on Chinese print media available in Beijing and Shanghai universities' libraries. Given the size of the Chinese media market the data therefore consist only of a random selection of advertisements. Further, the sample does not cover different marketing channels, like TV, radio etc., which might also be part of the sponsor's advertising strategy.

In addition to providing further understanding of Olympic sponsor advertising behavior and sponsorship in an emerging market context, this paper provides insights into how the strategic aims related to sponsorship depended on the level of internationalization of the firm.