Analysing Sport & Events - Essay Example

Download file to see previous pages Finally, it provides a detailed examination of the key findings in each article and evaluates the findings whether they agree and the implications of such findings. The articles cover broadly the importance roles played by sponsorship as an activity for the firms to gain and develop the sustainable relative advantage in the target market and provide the theoretical framework based on the sports sponsorship.
Amis, Pant, and Slack provide a theoretical framework for understanding the idea of the sport sponsorship; they explain the application of the sponsorship approach and demonstrates the insight illustrated cases that are used to identify the salient facts and the characteristic that are in agreement. The central concepts that are discussed are heterogeneity, imperfect imitability, imperfect mobility, ex-ante limits to competition and their application of the framework to examine the major sponsorships (Amis, Pant & Slack, 1997). In addition, exponential growth accruals, development of sponsorship-linked marketing and RBV of the firm (Fahy, Ferrelly & Quester, 2004) and sponsorship as a resource as well as distinctive competencies ( Amis, Slack & Berrett, 1999). The insubstantial nature of the sponsorship value which emphasize on the ability to generate importance from the relationship in terms of management of the sponsorship (Farrelly, Quester &Buron , 2006).
Heterogeneity occurs when the high numbers and the combination of the resources that are at the disposal of the firms render exact replication of the available resources. Besides that, it occurs in the case in which the firms use the differing routines and procedural steps to carry and perform the same task basing their direct consequences on the unique histories that dictate them to institutionalize. This allows particular organizations to produce the same products and the services at a relatively lower cost as compared to others that produce the same products and services ...Download file to see next pagesRead More