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Since the 1980s a fundamental change of the social and economic systemin the People´s Republic of China (PRC) and in the Republic of SouthAfrica (SA) has taken place. In the development and transformation process, entrepreneurship plays an important role, and its promotion is one of the most...
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Purpose – The purpose of this paper is to identify and describe the key driving forces in international sponsorship during the years preceding the 2008 Olympic Games in Beijing. Design/methodology/approach – A “means‐objectives model” is applied, thereby linking sponsorship to brand...
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Purpose – The purpose of this paper is to describe and explain the advertising behavior seen as an activation strategy performed by Olympic sponsors in an emerging market context. It provides insights into the strategic goals related to sponsorship. Design/methodology/approach – The...
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