International products can achieve mass adoption in some countries, while languishing outside the mainstream in other countries. Theoretically, global organisations can manage market entry and divergent demand by practicing a niche portfolio strategy that requires marketers to appropriately...

Determining return-on-investment (ROI) for corporate sponsorship of events, teams, and leagues remains an evolving science. To advance ROI analysis in sponsorship, we utilize data on sponsorship prices and the televised brand exposure of sponsors in Formula One (F1) motor racing. Results...

Accessing and exploiting organizational resources are essential capabilities for competitive sport organizations, particularly those engaged in motorsports, where teams lacking resources frequently dissolve. Corporate sponsorship represents a common method for resource acquisition. Yet, not all...

Basic business models consist of identification of customers, analysis of the customers' needs, and plans for efficiently delivering solutions to such needs at a profit. The business model of motor sports has evolved to prominently feature corporate sponsorship as a B2B exchange mechanism that...

The purpose of this work is to advance the research of corporate sponsorship as a means of business-to-business (B2B) sports marketing towards a network conceptualization, which can be dissected from both the perspective of the sponsoring firms and that of the sponsored enterprise (i.e., teams,...