Kennelly, Millicent; Corbett, Halley; Toohey, Kristine - In: Marketing Intelligence & Planning 35 (2017) 6, pp. 822-838
Purpose The purpose of this paper is to investigate why and how universities in the Glasgow region sought to leverage the 2014 Commonwealth Games to achieve their own benefits. Design/methodology/approach An in-depth qualitative case study, utilising documentary evidence and in-depth interviews,...