Author:
Ivens Bjoern,Riedmueller Florian,van Dyck Peter
Abstract
PurposeThe purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.Design/methodology/approachQualitative 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.FindingsThe 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/valueThe 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.
Subject
Marketing,Finance,Business and International Management
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