Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage |
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| Institution: | 1. Girard School of Business, Merrimack College, North Andover, MA 01845, U.S.A.;2. Haile/US Bank College of Business, Northern Kentucky University, Highland Heights, KY 41099, U.S.A.;3. Department of Human Sciences, The Ohio State University, Columbus, OH 43210, U.S.A.;1. School of Business, St. John Fisher College, Rochester, NY 14618, U.S.A.;2. Graduate, 2015, St. John Fisher College, Rochester, NY 14618, U.S.A.;3. School of Business, State University of New York, Geneseo, Geneseo, NY 14454, U.S.A.;1. LUISS Guido Carli University, Viale Romania, 32, 00197 Rome, Italy;2. Nova School of Business & Economics, Universidade Nova de Lisboa, Campus de Campolide, 1099-032 Lisbon, Portugal;3. UTS Business School, University of Technology Sydney, 14-28 Ultimo Road, Ultimo NSW 2007, Sydney, Australia |
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| Abstract: | The resource-based view (RBV) of the firm has become a prominent management theory that firms can use to analyze resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship's role in a firm's achievement of a sustained advantage over competitors have yet to be explored. This article illuminates the case of Visa's longstanding global sponsorship of the Olympic Games, which was initiated and leveraged to counteract competitor American Express’ advantage with global business travelers. Evidence is presented that supports Visa's achievement of a competitive advantage during the term of the sponsorship. The case is then used to develop a conceptual model based on the RBV to identify the key characteristics of sponsored properties capable of assisting the sponsoring firm in achieving a sustained competitive advantage. From a managerial perspective, the model is designed to assist marketing managers tasked with the identification and evaluation of potential sponsorship properties. |
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| Keywords: | Sport sponsorship Resource-based view Marketing management Competitive advantage Olympic Games |
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