An Investigation of Factors Influencing Decision Making for Participation in The Olympic Partners Sponsorship: A Case Study of Samsung
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The Olympic Games is one of the largest and most complex sporting events in the world. For the last 25 years, corporate sponsorship has become an increasingly important element in the success of the Olympic Movement. During these years,corporate sponsors became significant financial supporters for all levels of the movement from the International Olympic Committee (IOC), to the Olympic Organizing Committee (OOC), as well as the National Olympic Committees (NOCs)(Giannoulakis, Stotlar & Chatziefstathiou, 2008). Why do corporations invest huge amounts of funds for sports sponsorship? Much has been written on the stated objectives for involvement in Olympic sponsorship. However, a vast majority of this research has been quantitative in nature using surveys to document rationale from lists of predisposed objectives. One might ask “Which of the following objectives best describes your rationale for this sponsorship?” Alternatively questions could be stated regarding the ranking of objectives. The limitation or perhaps the validity of this type of research could come into question as the survey subject would simply respond to the survey questions regardless of their underlying decisions without actually having conceptualized the rationale before being prompted by the survey. Thus, a qualitative study could legitimately discover decision rationale through in-depth interviews on the process. The purpose of this case study was to determine what factors influenced corporate decision making to participate in The Olympic Partners (TOP) program. By discovering factors influencing corporate decision making via interviews; sport managers would better understand the corporate decision process and thus be able to develop more effective sponsorship programs. Qualitative research method and case study method were selected to gain the richness and depth of data needed. A purposeful sampling method and a semi-structured interview strategy were conducted and corporate documents were used to investigate the research questions. A core decision maker of a global corporation (Samsung) was selected as a sample. The participant was in charge of sport marketing and sport sponsorship activities at Samsung. Field-based interviews also occurred on site at the 2010 Vancouver Olympics including an examination of sponsorship activation. Raw data such as interview transcriptions and documents were used in the investigation. Based on the emerging themes, data were classified into appropriate categories for each factor. To avoid future investigators’ misinterpretation, raw data were classified into several factors and described in detail rather than merely providing descriptions. Results indicated, three factors, ‘enhancing brand equity,’ ‘building corporate reputation,’ and ‘increasing sales,’ emerged as the most prominent reasons influencing sponsorship decision making in the corporation regarding the TOP program. Corporate social responsibility was revealed as a secondary factor. The results from the study offer sponsorship professionals and international sport organizations with information to more fully understand strategies for sponsorship management.
Abstract
The Olympic Games is one of the largest and most complex sporting events in the world. For the last 25 years, corporate sponsorship has become an increasingly important element in the success of the Olympic Movement. During these years,corporate sponsors became significant financial supporters for all levels of the movement from the International Olympic Committee (IOC), to the Olympic Organizing Committee (OOC), as well as the National Olympic Committees (NOCs)(Giannoulakis, Stotlar & Chatziefstathiou, 2008). Why do corporations invest huge amounts of funds for sports sponsorship? Much has been written on the stated objectives for involvement in Olympic sponsorship. However, a vast majority of this research has been quantitative in nature using surveys to document rationale from lists of predisposed objectives. One might ask “Which of the following objectives best describes your rationale for this sponsorship?” Alternatively questions could be stated regarding the ranking of objectives. The limitation or perhaps the validity of this type of research could come into question as the survey subject would simply respond to the survey questions regardless of their underlying decisions without actually having conceptualized the rationale before being prompted by the survey. Thus, a qualitative study could legitimately discover decision rationale through in-depth interviews on the process. The purpose of this case study was to determine what factors influenced corporate decision making to participate in The Olympic Partners (TOP) program. By discovering factors influencing corporate decision making via interviews; sport managers would better understand the corporate decision process and thus be able to develop more effective sponsorship programs. Qualitative research method and case study method were selected to gain the richness and depth of data needed. A purposeful sampling method and a semi-structured interview strategy were conducted and corporate documents were used to investigate the research questions. A core decision maker of a global corporation (Samsung) was selected as a sample. The participant was in charge of sport marketing and sport sponsorship activities at Samsung. Field-based interviews also occurred on site at the 2010 Vancouver Olympics including an examination of sponsorship activation. Raw data such as interview transcriptions and documents were used in the investigation. Based on the emerging themes, data were classified into appropriate categories for each factor. To avoid future investigators’ misinterpretation, raw data were classified into several factors and described in detail rather than merely providing descriptions. Results indicated, three factors, ‘enhancing brand equity,’ ‘building corporate reputation,’ and ‘increasing sales,’ emerged as the most prominent reasons influencing sponsorship decision making in the corporation regarding the TOP program. Corporate social responsibility was revealed as a secondary factor. The results from the study offer sponsorship professionals and international sport organizations with information to more fully understand strategies for sponsorship management.
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